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Senior Manager, Marketing (Strategy)

Jetzt bewerben Später bewerben Job ID 10099841 Standort Lantau Island, Hongkong Veröffentlichungsdatum 16/09/2024 Unternehmen Hong Kong Disneyland Resort

Job-Zusammenfassung:

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

HKProfessional #LI-AI1



Über Hong Kong Disneyland Resort:

Das Hong Kong Disneyland Resort bietet unvergessliche, kulturell unverwechselbare Disney-Erlebnisse für Gäste aller Altersgruppen und sozialen Schichten. Das Hong Kong Disneyland Resort bietet seinen Gästen die Möglichkeit, acht verschiedene Ländereien mit preisgekrönten, einzigartigen Attraktionen und Unterhaltungsangeboten zu erkunden, in denen die beliebtesten Disney-Geschichten und -Figuren zu finden sind. Machen Sie Ihr Abenteuer mit einem Aufenthalt in einem der luxuriösen Disney Hotels des Resorts komplett. Die magischen Momente enden nicht vor unserer Haustür. Als engagiertes Mitglied der lokalen Gemeinde, dem das Wohlergehen der Gesellschaft am Herzen liegt, verbreitet das Hong Kong Disneyland Resort seinen Zauber in Form von gemeinnützigen Programmen, die bedürftigen Familien helfen, die Kreativität von Kindern und Familien fördern, den Umweltschutz unterstützen und zu einem gesünderen Leben anregen.

Über The Walt Disney Company:

Die Walt Disney Company ist zusammen mit ihren Tochtergesellschaften und verbundenen Unternehmen ein führendes, diversifiziertes internationales Familienunterhaltungs- und Medienunternehmen mit folgenden Geschäftsbereichen: Disney Entertainment, ESPN sowie Disney Experiences. Von seinen bescheidenen Anfängen als Zeichentrickfilmstudio in den 1920er Jahren bis zu seiner aktuellen Vorreiterrolle in der Unterhaltungsindustrie trägt Disney stolz sein Erbe weiter und bietet Geschichten und Erlebnisse von Weltklasse, die alle Familienmitglieder bezaubern. Disneys Geschichten, Figuren und Abenteuer erreichen Verbraucher und Gäste aus allen Teilen der Welt. Gemeinsam schaffen unsere Mitarbeiter und Darsteller aus Niederlassungen in über 40 Ländern der Welt Unterhaltungserlebnisse, die sowohl auf globaler Ebene als auch im heimischen Umfeld begeistern.

Diese Position ist bei HK International Theme Parks Limited, das Teil eines Geschäftssegments ist, das wir Hong Kong Disneyland Resort nennen.

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