The Marketing Performance and Insights Team serve as a key enabler across the
Global Marketing Organization and represent a Center of Excellence in
measuring marketing performance| effectiveness and efficiency as well as
providing real time actionable consumer and business insights to our business
partners. The team consists of subject matter experts that supports different
parts of our marketing organization across the globe and its leadership.
The Director of Customer Insights for APAC (based in our Singapore office)
will report to the VP Global Marketing Performance & Insights (based in our
McLean| VA| USA headquarters). In this Director role you will contribute to
the success of the APAC Marketing team by leading the marketing research
effort and activities that help better understanding of our existing and
potential customers and the impact that our marketing activities have on them
leading to greater marketing impact on APAC Commercial performance.
What will I be doing?
The Director of Customer Insight will work with the APAC Marketing leadership
team to identify and prioritize the learning required to deliver the most
effective marketing impact on consumer by developing rich insights powered by
research. Utilizing different techniques and vendors the role will bring to
the table the view of the customer through supporting and facilitating
Creative testing| Brand Lift Studies and ongoing Brand tracking in Region and
provide recommendation and insights to Brand and Campaign owners| while
sharing those learning across the wider Global Marketing organization.
More specifically| the role will:
Act as marketing research lead for APAC. Become a trusted advisor to the APAC marketing senior leadership team by helping guide marketing strategy and advising on tactical initiatives based on customer insights.
Work with the APAC marketing leadership team to prioritize the requirement of consumer insights in line with the regional and global marketing learning agenda.
Partner with the Director of Marketing Performance APAC to build unified| rich and actionable insights as one voice of the COE Marketing Performance & Insights.
Collaborate with Brand Marketing team| Campaign owners and other COEs to build the most effective campaigns right at outset leveraging past and ongoing consumer insights.
Recommend the appropriate level of research/testing required for each campaign in the context of media channels and investments as well as balancing new learning versus utilizing existing learning.
Manage research agencies of record to ensure positive relationships and facilitate groundbreaking| world-class work.
Monitor the development of our Brand Hero Metrics for each brand and ensure full understanding of key insight across the APAC Marketing leadership team and Global Marketing Leadership.
Collaborate across regions to ensure the methodologies and outputs are aligned globally to facilitate benchmarking.
Other Reporting line:
The Director of Customer Insights have a dotted line to the VP Marketing APAC
What are we looking for?
A Director of Customer Insight serving Hilton Brands is always working on
behalf of our Guests and working with other Team Members. To successfully fill
this role| you should maintain the attitude| behaviors| skills| and values
Track record of leading market research programs to deliver compelling strategic and tactical insights
Highly proficient at supplier and stakeholder management
Strong cross-team collaboration skills
Experience of working on cross-functional| multi-country projects with multiple stakeholders
Extensive experience of marketing campaign development and evaluation research
Other market research experience to include customer segmentation| brand positioning and customer journey
Experience of working for global brands (client side) and preferably a market research agency
Deep expertise in both market research and data analytics including firm grounding in statistics and statistical methods
Ideally commercial experience outside of market research
Excellent verbal and written communication skills
MA/ MS in Marketing related field or Master|s Degree in Business Administration
Five to seven (5-7) years managing internal or external teams including agencies
Five to seven (5-7) years managing consumer research
Three to five (3-5) years of consultative approach influencing other team decisions
What will it be like to work for Hilton?
Hilton is the leading global hospitality company| spanning the lodging sector
from luxurious full-service hotels and resorts to extended-stay suites and
mid-priced hotels. For nearly a century| Hilton has offered business and
leisure travelers the finest in accommodations| service| amenities and value.
Hilton is dedicated to continuing its tradition of providing exceptional guest
experiences across its global brands. Our vision to fill the earth with the
light and warmth of hospitality unites us as a team to create remarkable
hospitality experiences around the world every day. And| our amazing Team
Members are at the heart of it all!