Head of Insights

A job with Merlin isn’t like a job anywhere else. With attractions around the world, from rollercoasters to wax figures, we don’t trade in suits, handshakes, or briefcases.

We trade in fun. In smiles, shrieks, and spine-tingles.

In Memories. In magic.

But there are no tricks behind our magic. Instead, there are people like you. Passionate, dedicated people who are committed to making sure our worldwide attractions and guests’ experiences are the best they can be.

The world’s second largest entertainment company is on the hunt for the **Head of Insights for Midway APAC**.

**ABOUT THE ROLE**
The role leads the development and implementation of a comprehensive insights strategy to drive data-driven decision making and to support business growth and operational excellence in Midway APAC. The role works in partnership with the Midway Strategy & Insight Director and supports to both the Divisional Director, Regional Directors, General Managers and Marketing Directors in each sub-region to deliver timely, actionable, and credible insights.

This role provides a rigorous data-led approach to marketing planning and product development, whilst relentlessly championing the voice of the guest across the region. This is a crucial role in understanding consumer behavior, market trends, and competitive landscape to shape our business strategies and ensure continued growth and success.
This position will be based in Singapore, with regular travel expected across the region.

**Insights Generation**
- ** **Lead the process of gathering, analysing, and interpreting data from multiple sources (market research, consumer insights etc) to generate actionable insights. Utilize statistical techniques, predictive modeling, and data visualization to identify trends, patterns, and opportunities that drive business performance.

**Strategic Decision Support**
- ** **Work in partnership with the Midway Strategy & Insight Director to identify synergies across the estate to drive consistency, benchmarking and productivity, and support on global data initiatives.
- Collaborate with senior leadership and cross-functional teams including marketing, operations, finance, and design, to integrate insights and recommendations that support strategic decision-making, including market expansion, pricing strategies, consumer segmentation, and product development. Translate complex data into clear and concise insights to guide business strategies and initiatives.

**Market Research and Competitive Analysis**
- To be the authority on the external market & competitor information for the region (focus on gateway cities), utilising the data to monitor performance, identify opportunities to inform strategy and provide market forecasts.
- Conduct market research and competitive analysis to identify market trends, consumer preferences, and competitive landscapes in the tourism and leisure, consumer market industry. Provide insights on market opportunities, emerging trends, and potential threats.
- Execute and deliver research projects from the brand capex research programme when required to do so.

**Consumer Insights**
- Develop a deep understanding of consumer behaviour, preferences, and needs through consumer segmentation, profiling, and analysis. Provide insights on consumer satisfaction, loyalty, and retention to support consumer-centric strategies and initiatives.
- Develop a deep understanding of our guests, who they are, their needs and motivations, to inform marketing plans, product development and improve the guest experience.
- Conduct insight projects, often with multiple sources of data, addressing key needs of the business, including State of Play research, pricing research and Path to Purchase, and embedding the insight into regional and attraction strategy (focus on gateway cities)

**Performance Tracking and Reporting**
- ** **Define and track key performance indicators (KPIs) to measure the success of business strategies and initiatives. Develop dashboards and regular reports to communicate insights and performance results to stakeholders at all levels of the organization.
- Evolve the regional annual marketing strategy in conjunction with marketing lead through embedding the Midway Reporting Dashboard and supplementary data and ensuring learnings inform the approach.

**Data-driven Culture**
- Foster a data-driven culture within the organization by promoting the use of insights and analytics in decision-making processes. Educate and train employees on data literacy, analytics tools, and best practices for data-driven decision-making.

**Growth mindset**
- Stay abreast of industry best practices, emerging technologies, and research methodologies to continuously improve the insights’ function and enhance its value to the organization.
- Support the new opening teams with any market specific data /information as requested relevant to region.

**Data Strategy and Governance**
- ** **Develop and execute the data strategy, ensur