Senior Manager - Customer & Market Insight

Headquartered in Hong Kong, we have over 100 hotels and resorts under four brands nested in key cities and beautiful beachfront locations globally. We are expanding rapidly with a strong development pipeline throughout Asia, the Middle East, Europe and Africa.

Regarded as one of the world's finest hotel ownership and management companies, Shangri-La is dedicated to delight guests around the world with legendary service, finely tuned from over 45 years of hospitality from the heart. We have an affinity with Asian travelers and we offer them a gateway to the rest of the world, positioning us a leading brand in luxury hospitality.

As an enviable employer with industry leading levels of colleague engagement, our people are our priority. Our success is only made possible through the efforts and abilities of over 42,000 colleagues worldwide. In accordance with this belief, the focused investment we make in the learning and development of our colleagues is unparalleled in the global hospitality industry. From welcoming new colleagues, to best in class leadership development, you can be sure that potential is identified and nurtured throughout your career.

PURPOSE / OBJECTIVE

The vision of Shangri-La is to be the best-loved hospitality group, pioneering new horizons and setting new benchmarks to the industry, aiming to host people to the colourful joys of life in a sustainable manner.

Our business is inspired by our Asian heritage, we enable people to live, work, play, eat and rest well, through the environments we create and the memorable experiences we deliver.

We need to have consistent and in-depth understanding and monitor on how customers view us and key competitors, their needs and experience trends shift on travel, hospitality and F&B on social media and other channels, to fuel our business growth and competitive advantage.

JOB SUMMARY

1. A Trusted insight partner on Integrated Marketing Communication strategy, social media strategy.
2. A Trusted Customer Voice Representative on Chinese and Rest of the World customers’ travel and hotel experience, needs / trends and ultimately to drive meaningful brand and business growth.

RELATIONSHIPS

1. Reports to: Tiger Liu, AVP of Customer & Market Insight
2. Location: Shanghai
3. Supervises directly: N/A
4. Supervises indirectly: N/A

DUTIES & RESPONSIBILITIES

1. Lead, design & implement brand health and equity studies to support brand communication strategy development.
2. Set up Social Listening Platform & Analysis Framework for Shangri-La to support social campaign strategy for China, Hong Kong and Rest of the World.
3. Design and Develop insights on macro environment and customer trends based on multiple source of data to continuously inspire brand team, Project Halo, AEI upgrade and product innovation development as Champion of Customer Voice.
4. Explore and experiment new research methodologies and able to synergize big data (customer social media/Medallia data) & small data (Customer survey data) to support brand communication, media optimization, creative optimization, innovation etc.
5. Manage research budgets and planning as well as improve quality/cost efficiency of each project.

JOB SPECIFICATIONS/REQUIREMENTS

1. Educational Requirements:
   1. Bachelor’s degree in Marketing, Business Administration, Statistics, or a related field. A master’s degree is preferred.
   2. Strong educational credentials from top hospitality colleges/universities (such as EHL, UNLV, PolyU etc.).

1. Experience:
   1. 8-10 years of experiences in qualitative and quantitative customer insight / Hospitality consulting industry, including new product development and communication.
   2. Digital MKT experience, big data and social listening hands-on experience is preferred.
   3. Familiarity with data analytics tools and software (e.g. SPSS, SAS, Tableau, Google Analytics).

1. Technical Skills:
   1. Has strong ability to generate & deploy insights by influencing strategic decisions through fact-based analysis.
   2. Able to handle and influence the dynamics from internal stakeholders on a relatively independent basis.
   3. Expertise in data visualization and presenting findings effectively.
   4. Knowledge of current market trends and customer behavior, especially on the hospitality industry.
   5. Understand luxury/5-star hospitality with both property and regional/global office experience.
   6. Ability to manage multiple projects simultaneously and meet deadlines.
   7. Occasionally, travel may be required to conduct field research or attend industry conferences.

1. Personal Skills:
   1. Excellent communication skills, both written and verbal. With good presentation skills.
   2. Strong problem-solving skills and the ability to think strategically.
   3. Strong organizational skills and attention to detail.
   4. Has curiosity and passion on understanding people and culture, with dedication to make an impact on the organization strategy grounded in insights.
   5. Able to work collaboratively across different cultures & functions.
   6. A good team player with excellent organizational, navigating, interpersonal skills.