Marketing Research Analyst
We are LEGOLAND California Resort - the place where FUN is built and memories are made. Across our Resort we have two fantastic LEGO themed Hotels, a Water Park, a SEA LIFE Aquarium, more than 60 rides and attractions, 20 food and beverage locations, and 14 retail stores – the opportunities here are endless!
Develop and implement marketing studies to evaluate current marketing program efforts including advertising, promotions, annual pass, and sales as needed.
Develop reporting and gather insights from internal research methods, and outside research sources as necessary, that identifies key business drivers: change in market share, product, resort experience, and consumer product awareness.
Provide insights on consumer behavior, market conditions, consumer trends and KPIs for Resort marketing plans to ensure successful responsiveness to local conditions.
Brief and ensure relevant results with external research agencies for projects as needed including but not limited to, annual brand tracking, ad effectiveness studies, qualitative and quantitative research and focus groups.
Research and monitor in-market initiatives vs. competitors.
SOR and Demographics
Ensure SOR, demographic and behavioral data is gathered and tabulated on a regular basis and disseminate to management team. Monitor for market and visitation trends in data.
Administer the data collection and monitor the guest experience across the attraction and report to management team to ensure the site consistently. Continually review all key quality measurements to ensure that they are relevant to the maximization of revenue via customer satisfaction.
Undertakes monthly quality audits and circulates results to the management team. Facilitates the development of operational quality policies and procedures across the attraction – in conjunction with the management team. Ensures the findings are disseminated to the appropriate areas.
Administer Mystery Shopper program and questionnaire with agency. Disseminate reports to management and highlight key areas for improvement. Tie in findings with results from Guest Satisfaction data and guest comments.
Capital Investment Testing + ROI
Execute market research studies for as needed research such as future rides & attractions, theming, commercial products, Resort events, etc. which could include focus groups, working with an external research agency, or executing in-house surveys in the Resort and through our database.
Proposes/identifies quality related Capex projects for consideration in the annual Capex review.
Reviews data-led annual ROI studies for Resort’s new investments.
Identifies issues that will lead to the development of innovative ideas and solutions to both long-term problems and new initiatives that will deliver significant competitive advantage and commercial opportunity. Administer ongoing research programs with central Merlin Research HQ.
Annual Pass Marketing Programs
Work with the Head of Marketing on:
The development and execution of annual marketing plans for Resort’s Annual Pass sales
Oversee creative development, copy, signage, pricing, and benefit updates for Resort’s Annual Pass program
Work with the Resort’s operational teams to ensure:
Updates and sales collateral for all Annual Pass programs are developed
Contracts, Terms and Conditions, and more for the operational execution of all Pass Programs
Background and Requirements:
Advanced knowledge in Research methodologies, research study development, and techniques to run in-house, or brief third-party research agencies, to solicit key insights and data to inform the business.
Requires strong organizational skills, excellent interpersonal skills, considerable knowledge of research methodologies, proficient arithmetic skills and record keeping skills, strong word processing, big data organization, database skills, and ability to work effectively with others.
Must be able to self-initiate activities, coordinate tasks and exhibit project management and follow-up skills. Strong typing and computer skills are necessary; expertise in Microsoft Office products (Word, Excel and PowerPoint) and other PC software required. Knowledge of office support functions and equipment required.
Education and Experience:
Bachelor’s degree in a related field from a college or university required.
Minimum four to six years of analyst or research-related work experience and/or training or equivalent combination of education and experience required.
Basic understanding of survey question development and flow, in-house survey platforms like Qualtrics, dashboard software like Power B.I., briefing third-party research agencies, and research study types.
Knowledge of manipulating big data, creating data dashboards, and presenting key insights.
Must be available to work some weekends and evenings for event and marketing purposes on an as needed basis.
Alongside company paid holidays, you can also look forward to enjoying a great benefits package, free tickets to Merlin attractions globally and 30% discount in our retail shops and restaurants.
Everyone Matters at Merlin.
At Merlin we welcome the world to our magical attractions and resorts every day and we want to reflect that same multicultural mix inside our business too. We strive to create an inclusive and diverse workplace where people can be themselves, have the same opportunities and thrive together. Because at Merlin, everyone matters! Together, we work to create a workplace where everyone feels valued, no matter their age, race, gender, disability or sexual orientation. Although we understand that we'll always be learning and growing, we aim to be the most inclusive and flexible employer in our industry.
We want to ensure that everyone has the opportunity to perform their best at interview, so if you have additional requirements due to disability or ill health please get in contact with LLC.HumanResources@legoland.com.