Director, Consumer Insights

Hong Kong Disneyland Resort (Hong Kong, Hong Kong) 4 days ago

Job Summary:

We are seeking a strong leader, to serve as Director, Consumer Insights, who has breadth of experiences to lead the development of the consumer insights, measurement and analytics function ('CIMA'). Reporting to the Vice President, Marketing, the Director should build long-term measurement and analytics capabilities of media, digital website, mobile applications, call center, and 3rd party sales/trade data.

He / She will lead the team to support the business needs by providing consumer insights that help formulate our strategies along consumer journey. This leader also supports the development of long-term strategic plans for resort expansions and development, by feeding relevant consumer data to help shape our offerings (attractions, entertainment experiences, hotels, food and merchandise) that win out competitions.

The Director should have a suitable background to lead the consumer insights function as well as integrate 3rd party sales/trade data (which is important as it drives business in the near term), conduct media analytics, and be a strong integrator of CIMA data to support the commercial process. This Director should possess strong business acumen and integration skills instead of highly specialized research expertise as that will be valuable in ensuring CIMA data is well represented in commercial decisions.


Responsibilities:

  • Leads and develops the team to be responsible for providing consumer perspectives to inform strategy development and influencing decision-making across Hong Kong Disneyland's business operating model
  • Align the department’s focus and efforts with the organization’s broader goals and strategies, playing an active role in strategic decision-making
  • Think and act with a business lens, delivering actionable consumer and business insights
  • Infuse consumer centricity into every aspect of the organization
  • Ensure Consumer Insight is known and valued for subject matter expertise, insatiable curiosity, creativity and innovation, objectivity, actionable storytelling, technical excellence, business acumen, strategic mindset, thought leadership, and a passion for change
  • Lead the development and delivery of research, analytics, and insights that inform consumer targeting and engagement, the guest experience, business and go-to-market strategies, creative development, operational effectiveness and financial planning for both near term and long range plan
  • Effectively balance Consumer Insight’s full-service internal research and analytical capabilities with usage of external vendors and consultants, to efficiently deliver best practice and optimal business outcomes
  • Utilize best practices from Disney Parks, Experiences and Products ('DPEP') sites around the world and share local / regional learning with the DPEP segment partners. Create and maintain business relationships with key internal / external business partners to identify opportunities to improve long term consumers experience as well as execute the plans on a daily basis
  • Talent development include the grooming of future successor(s) and strategies to attract, develop, empower, retain and motivate team members. Motivate and coach team members to balance a data-driven analytical approach with creative problem solving and effective communications to build trust with clients, partners and stakeholders so that complex issues can be effectively defined and holistic solutions delivered
  • Facilitate an inclusive culture that fosters diversity, exhibits integrity, collaboration, empowerment and trust


Basic Qualifications:

  • Bachelor’s degree
  • Minimum of 10+ years of progressive leadership experience in consumer insights, market research or related field
  • Authentic, persuasive and inclusive leader who has a track record of developing a highly skilled, collaborative and influential team
  • Proven ability in research methodological assessment and quantitative methods. Knowledge in advanced statistics applied in commercial setting including multivariate statistics, simulation and modeling
  • Deep understanding and demonstrated experience in advanced insight generation approaches, idea generation and consumer co-creation. Demonstrated knowledge of qualitative research skills including focus group moderation and projective techniques
  • Demonstrated ability to identify and integrate leading-edge approaches and technology in providing strategy and decision support, with proven experience in database development and model building
  • Demonstrated strong business acumen. Excels in identifying new areas of opportunity and displays keen ingenuity in anticipating and meeting unexpected situations
  • Skillful and impactful communicator (verbal and written) with ability to deliver presentations to senior executives with poise, confidence and authentic style
  • Proven ability to prepare the organization to anticipate, predict and react to diverse needs of our consumers
  • Proven ability to establish relationships, trust and credibility. Follow through on decisions and advance critical work in a highly collaborative manner. Exceptional influencing and partnering skills with ability to integrate diverse and at times opposing points of view to desired resolution
  • Possess unquestioned ethics and integrity

Preferred Qualifications:

  • Master’s Degree
  • Experience in theme park and / or travel and tourism industry

Additional Information:

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Director, Consumer Insights

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