Manager, Marketing Intelligence

The Department

An exciting opportunity for an audience growth and data analytics expert to work with content and marketing teams across the Club, as an integral part of a Club-wide directive to roll out a consumer-centric, data-driven approach to a marketing communications strategy.

The job holder will lead the Marketing Intelligence team and report to the Executive Manager, Digital Marketing Channels, Content & Intelligence.

The Job
• Support the development of an insights-driven content and marketing communications strategy that puts the needs and user behaviour of our target audiences, particularly Gen Y and Z in Hong Kong and Mainland China, at the centre. The job holder should work closely and communicate regularly with DMCCI, Digital Marketing Solutions & Services (DMSS) and other BUs within the Club to ensure short and mid term projects such as the social media strategy development for Hong Kong and the Mainland, as well as long term editorial and marketing strategy implementation is always based on performance tracking and data insights.
• Develop a framework to standardise and track strategic KPIs for the Club with regards to marketing communications performance in order to optimise the Club’s channel strategy approach. Develop and maintain content performance dashboards and reporting frameworks to provide real-time, actionable insights.
• Identify the latest tools to collect, measure and analyse marketing channels and content performance. Utilise these marketing tools and platforms to track and interpret data related to content performance, user behaviour, campaign effectiveness and strategic performance for Club-wide marketing communications. Formulate marketing campaign insights, MROI analyses and operational reporting on brand health, media performance (paid, owned and earned) and data-driven marketing; provide regular reports and actionable insights and recommendations to stakeholders.
• Bridge the knowledge gap between data analytics and marketing communication – provide guidance and training to team members within the Marketing Intelligence team as well as across the Club on insights-driven, performance-based content strategy and industry best practices.
• Conduct in-depth audience research and segmentation analysis to identify target markets, consumer preferences and content consumption patterns.
• Work with and manage external providers of market intelligence, research and data services. Interpret findings into actionable insights and apply to a results-oriented communications plan for internal business units.
• Stay updated on the latest advancements in marketing analytics and data visualisation techniques, act as a subject matter expert on marketing intelligence and data analytics.

About You
• A university degree in Marketing, Business Analytics or a related field.
• Solid experience in customer data analysis, data mining, audience segmentation, campaign targeting, customer/brand research and analytics. Experience in digital marketing, marketing predictive and digital analytics is a plus.
• Proficiency in using marketing analytics tools such as Adobe Analytics or similar platforms; familiarity with content management systems (CMS) and customer relationship management (CRM) platforms; solid understanding of SEO principles and best practices for content optimisation.
• Strong analytical skills with the ability to collect, organise, analyse and interpret datasets; strategic mindset with the ability to translate data and apply them to a content strategy; excellent communication and presentation skills to effectively convey insights even to non-technical stakeholders.
• Familiarity with social media platforms and their analytics tools is a plus.
• Solid working knowledge of data visualization tools (Tableau, Microsoft Power BI, etc.) and data analytic tools (SQL, SAS, R, Python, etc.)
• Knowledge and experience in digital channel tracking and web analytics tools (i.e. Adobe Analytics, Google Marketing Platform, Tealium etc) website content management tools (such as SiteCore, WordPress, OpenText etc), user experience and customer journey flow design
• Knowledge and experience in planning paid / owned / earned social media campaign, in-campaign channel optimisation, post campaign evaluation, social media listening / insight tools (i.e. Sprinklr, Socialbakers, Meltwater etc)
• Agency and stakeholder communications and management
• Proficient in MS Office applications

Terms of Employment

The level of appointment will be commensurate with qualification and experience.

Closing Date

Only shortlisted candidates will be notified.

We are an equal opportunity employer. Personal data provided by job applicants will be used strictly in accordance with the Club's notice to employees and prospective employees relating to the Personal Data (Privacy) Ordinance. A copy of which will be provided immediately upon request.