Senior Manager, Marketing (Strategy & Loyalty Program)

This key role of this person is to unveil market potential to drive total local (Magic Access (MA) & Regular Paid local) and International business. The incumbent needs to develop & implement by-market business strategy to drive visitation. He/she will work closely with cross discipline teams to provide market intelligence & learnings that help develop & update market strategies. The insights and learnings will be translated into creative assets & trade materials adaptation, media & buying strategies and other marketing levers that are relevant to put right pressure into these markets.

The incumbent will work very closely with digital business and trade sales teams to visit the markets, local consumers and industry players to pulse check & distill learnings which will be translated into consumer and trade insights and impact on communication planning and in-market campaign execution qualities to drive relevancy.

This position will also be driving Magic Access members strategies to build brand loyalty, affinity and commercial impact. He/she will be leading the team to mobilize cross functional teams to develop and implement MA initiatives that drive membership, visitations and spend.

Key Job Responsibilities:

Marketing Strategy Development

Develop region specific strategy (International / local) by incorporating relevant insights and market trends to tailor activation and strategic approach. The incumbent needs to demonstrate superb knowledge and understanding to International & local consumers and translate relevant insights into campaigns and strategy

To implement these campaigns effectively, he/she will influence and work with different discipline teams to:

• Leverage data and digital capability in International & Local markets to inform audience planning and e-Commerce strategy
• Collaborate with co-marketing and broadcasting team to solicit synergy opportunity
• Drive content strategy via our own channel social and KOL activations
• Strategize international & local specific CRM activations requirement and best practices
• Develop strategic product offerings on owned channels
• Tailor creative assets and copies to fit platform specific requirement

Magic Access Program Sustainment

Accountable for Magic Access program business performance with KPI including membership, visitation and spending. The incumbent need to lead MA membership program to drive commercial strategy and activation planning.

He/she will need to demonstrate in-depth understanding of Magic Access members with constant refresh of segment insights including but not limited to resort visitation & consumption behavior, product experience & satisfaction, renewal drivers etc.to inform strategy planning

The incumbent also needs to timely translate relevant insights into strategy and campaigns activations with organizational wide engagement:

• Host Magic Access leadership forum to align commercial priority with site management team
• Lead the team to drive execution excellence via MA taskforce with collaboration across functional teams including, Marketing, Revenue Management & Analytics (RMA), Corporate Alliances (CA), legal, MA, Park Operations etc.

Campaign and Budget Planning

Develop annual/multiple-year marketing campaign planning, lead business reviews and measures of budget use & campaign effectiveness. Collaborate with cross functional teams to support the in-market activations per annual planning.

Market trends and insights monitoring

Continuously monitor business pacing and translate business insights (International, local and Magic Access) and latest trends in an understandable manner. Mobilize other discipline teams to identify business problem and solutions that are relevant for HKDL, influence and inform business discussion in commercial forums to drive implications for HKDL.

Demonstrate knowledge in international & local markets trending platforms, able to develop strategy and activation asks to guide discipline teams on campaign activations. Familiar with platform measurement and industry benchmark to enable on-going improvement despite the restrictive environment for tracking

Stakeholders Collaboration

Establish close partnership across LOBs (IMCs, Product, Sales, CA, Digital business, RMA, finance) to translate the strategies into effective campaigns.  Develop and coach a team of marketing professionals to perform.

Job Requirements:

• Bachelor’s degree in Business Administration, Marketing or related field
• Min. of 10 years of working experience in B2C Marketing with solid P&L responsibilities, preferable from MNC companies with regional scope demonstrated with people leadership skills
• Experience and network from tourism industry and prior Disney experience is a plus
• Strategic, resourceful and analytical to utilize data to construct targeted marketing offerings to drive repeated visits and growth penetration
• Excellent storytelling and Executive presentation skills with strong collaborative and stakeholder management capabilities
• Fluent in written & spoken Cantonese, Mandarin & English

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