Senior Manager, Marketing (Strategy & Loyalty Program)

Job ID 10099841 Location Lantau Island, Hong Kong Business Hong Kong Disneyland Resort Date posted Sep. 16, 2024

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"I didn't think it was possible that something I did for fun - telling sports stories through stats - could become my job until I came here."

Ana, Sr. Researcher, ESPN

Job Summary:

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

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About Hong Kong Disneyland Resort:

Hong Kong Disneyland Resort offers unforgettable, culturally distinctive Disney experiences for guests of all ages and backgrounds. Filled with your favorite Disney stories and characters, Hong Kong Disneyland Resort offers guests the opportunity to explore eight diverse lands that are home to award-winning, one-of-a-kind attractions and entertainment. Complete your adventure with stays at the resort’s luxurious Disney hotels. The magic doesn’t end at our doorstep; as a dedicated member of the local community that cares deeply about societal wellbeing, Hong Kong Disneyland Resort spreads its magic through community service programs that help families in need, boost creativity among children and families, encourage the protection of the environment and inspire healthier living.

About The Walt Disney Company:

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise that includes three core business segments: Disney Entertainment, ESPN, and Disney Experiences. From humble beginnings as a cartoon studio in the 1920s to its preeminent name in the entertainment industry today, Disney proudly continues its legacy of creating world-class stories and experiences for every member of the family. Disney’s stories, characters and experiences reach consumers and guests from every corner of the globe. With operations in more than 40 countries, our employees and cast members work together to create entertainment experiences that are both universally and locally cherished.

This position is with HK International Theme Parks Limited, which is part of a business we call Hong Kong Disneyland Resort.

DISABILITY ACCOMMODATION FOR EMPLOYMENT APPLICATIONS

The Walt Disney Company and its Affiliated Companies are Equal Employment Opportunity employers and welcome all job seekers including individuals with disabilities. If you have a disability and believe you need a reasonable accommodation in order to search for a job opening or apply for a position, email HKDL.Candidate.Accommodations@Disney.com with your request. This email address is not for general employment inquiries or correspondence. We will only respond to those requests that are related to the accessibility of the online application system due to a disability.

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