Senior Manager, Mainland Customer Insights, Analytics & Creative Development

The Job

• Generate initial concepts and storylines for the Club’s future customer outreach in the Mainland in order to generate Racing interest – examples include horse cartoon series, “funny horse” series, intro to racing series, “heroes series”, team racing related concepts, etc for general management endorsement
• Complete concept sketches (with agency) help of the initial concepts and storylines and form preliminary prototypes for market testing
• Perform primary market research (e.g. KOL testing, select focus groups with consumer testing) of initial concepts and storylines for further refinement
• Finalize a final set of concepts into IP’s with the initial set of digital and physical content ready for social media and physical rollout
• Work together with the relevant agencies, continuously produce new content / episodes of the different series in order to appeal to multiple Mainland target segments on a continuous basis (e.g. Passion Cultivators, Spontaneous Moment Explorers)
• Establish a general mechanism for both one-off / front end market intelligence and consumer intelligence collection and analysis:
  • (a) Establish cadence, frequency and mechanisms for ongoing primary and secondary research with different target segments including Public, YUC, Member/ Owner, Corporate/ Community, etc.
  • (b) Perform one-off / front end customer research to ascertain initial directions for social media reach and physical / offline content
  • (c) (with agency together) formulate mechanisms and key metrics for social media listening
  • (d) continuously execute social media listening (with standardized reports) for all segments
  • (e) Refine communication messages and IP’s based on feedback from the market/ customers
• Formulate an applicable (to the Club and Mainland) toolkit for measuring marketing ROI in light of increasingly challenged business and financial environment for the Club. Periodically produce reports and dashboards of all the Club’s marketing activities in the Mainland measured against such standards for transparent management viewing and decision making
• Construct a repository of creative content and consumer insights in the Mainland which could be readily accessed and leveraged by different BU’s

About You

• 10 years’ experience in a managerial role within a sizable organization in an MNC with a focus on China market development preferred, with a particular focus in strategic branding and marketing communications. Experience in sports marketing and/or related consumer intelligence is preferred
• Experience in creative marketing (especially upstream elements such as creative storytelling and initial concept storyboarding) will be particularly preferred
• Rich experience working with agencies including marketing/creative agencies and market research agencies
• Well-rounded skillset combining verbal / written communications, strategic mind- set, analytical savvy, and ability to implement and work across functions
• Deep familiarity with Mainland China business environment is required, preferably with a large network of business contacts and professional vendor contacts
• Native level fluency in spoken English / Mandarin required; in particular, highly polished/eloquent writing skills in both English and Chinese is a must; Cantonese skills a plus but not required
• Demonstrated experience and skills in problem solving and strategic marketing plan formulation. The ability to put together business case through analytics, strategic articulation and backed up by concrete marketing plan is a must
• Must have demonstrated experience in KPI oriented marketing including proven success cases in driving marketing ROI amongst other metrics
• Proficiency in PowerPoint, Excel and Word required