Segment Marketing & Visitor Experience Officer (Established Careers)

About the role

The Segment Marketing & Visitor Experience Division (SMVE) of the Marketing Group develops segment insights through research and analysis to shape segment marketing and product and experience strategies that drive arrivals and spend. In this role you will lead the Established Careers (EC2) segment, turning deep understanding of the segment into actionable strategies for global marketing, product and experience development, and into executed marketing initiatives.

Key responsibilities

• Develop target segment insight reports and track indicators that guide EC2 global marketing, product and experience strategies, including quantitative and qualitative consumer research on demographics, psychographics, travel motivations, needs and spending habits.
• Formulate recommendations and strategies for marketing, product and experience development, and ensure alignment across business groups such as International Group, Experience Development Group, Industry Development Group and Technology Transformation Group.
• Identify gaps and opportunities for products and experiences that attract target segment visitors and spend.
• Lead global marketing strategy and execution across paid, owned and earned touchpoints, including managing branded F&B award partnerships and curating media and industry familiarisation trips for culinary key opinion leaders.
• Track and analyse key performance metrics, present findings to stakeholders and report to management, and optimise projects against strategy and objectives.
• Support other initiatives the division takes on from time to time.

Required profile

• At least three to four years of relevant working experience.
• Prior work experience in consumer research, project management and/or marketing is preferred.
• Prior experience in relevant customer experience roles.

Required skills

• Strong analytical skills, including analysing data from in-house data, surveys and third-party research studies.
• Marketing strategy, campaign planning, development and execution.
• Project and budget management, and ability to roll out research projects and campaigns.
• Ability to build business partnerships with industry partners.
• Proficiency in market research methods such as surveys, focus groups and in-depth interviews.
• Excellent written and verbal communication, collaboration and attention to detail.