Senior Manager, Consumer Insights

About the role

Hong Kong Disneyland is looking for a Senior Manager, Consumer Insights to act as a key lead in providing consumer insights and market analytics that help the park and resorts understand the marketplace and its target markets. The role covers market sizing, consumer tracking, segmentation, consumer foresight, social listening and ad testing, and oversees a team that combines primary and secondary data to build a clear picture of current and future guests.

Key responsibilities

• Source and develop insights on tourism activity and sentiment across the region, using primary and secondary data to understand the travel and tourism sector's impact on the park and resorts.
• Build foresight capabilities to identify risks and opportunities across all business lines, and oversee social media analysis and consumer panels for timely insights.
• Lead brand health studies that underpin understanding of the park's brand positioning, appeal and marketing performance.
• Lead ad hoc projects and analysis supporting commercial initiatives, working with stakeholders on sales, pricing, park and resort development and their impacts.
• Oversee marketing-focused insights, quantify the success of marketing activations and lead pre-testing of large-scale consumer activations.
• Lead, coach and develop team members to raise their analytical capabilities and commercial acumen.

Required profile

• Bachelor's degree in marketing, communications, applied mathematics, statistics, business or similar.
• Experience in research agencies and/or consulting firms with some internal client experience is a plus.
• Preferred: experience in tourism products, resorts, airlines, hospitality or similar consumer-centric sectors.
• Strong understanding of Mainland China and APAC consumer behaviour, digital ecosystems and cultural nuances.
• Excellent command of written and spoken English, Cantonese and Mandarin.

Required skills

• Knowledge of quantitative analysis and advanced statistics.
• Ability to interpret findings and turn them into actionable recommendations with stakeholder buy-in.
• Solid negotiation, persuasion, communication and presentation skills.
• Ability to work with multiple stakeholders and handle several assignments at once.