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崗位職責(zé):
I. Position Overview
The Senior Brand Manager is responsible for marketing plan and execution to drive brand awareness, visitation, and revenue for the park. The tasks include formulating seasonal event strategies, creating high - quality content, planning communication channels and analyzing their effectiveness, paying attention to user interaction, collaborating with multiple departments to promote business development, strengthening cooperation with IP owner and external partners, so as to enhance the brand image, improve user experience and business influence.
II. Main Responsibilities
A. Brand Strategy Planning
o Develop long - term and short - term brand strategies in line with the overall strategy of Shanghai LEGOLAND Resort and market trends. Ensure consistency with the global LEGOLAND brand image while conforming to the cultural and consumption characteristics of the Chinese market and the local Shanghai area.
o Participate in the planning of new products, provide creative and positioning suggestions from a brand perspective
B. Content & Communication Planning
o Develop a comprehensive content strategy based on the brand positioning, market goals, and audience needs of Shanghai LEGOLAND Resort, including online and offline promotional content, social media content, and in - park display content, ensuring that the content is consistent with the LEGOLAND brand image and values.
o Collaborate closely with departments such as Sales and Operations and formulate corresponding content plans and schedules according to different business needs and activity arrangements.
o In charge of creation and management of brand - and product - related content, including brand stories, park introductions, park anecdotes, photography and video production, etc., to ensure the production of high - quality, creative, and attractive content.
C. Seasonal Event Campaign
o Plan and lead seasonal and thematic IMC campaigns, from insight generation, creative briefing, and content planning to execution and post-campaign review.
o Collaborate with internal and external stakeholders (PR, Social, DTC, Trade, Revenue & cross-functional teams) to ensure integrated storytelling across channels & touchpoints.
o Partner with Global Brand and Creative teams to localize global campaigns and ensure brand consistency.
D. Collaboration and Coordination
o Cooperate closely with multiple internal departments of Shanghai LEGOLAND Resort to ensure that the content matches the goals and needs of various businesses, and jointly promote brand building and business development.
o Establish good cooperative relationships with IP owner, external content suppliers, and partners, coordinate and manage external resources, and ensure the smooth progress and high - quality delivery of cooperation projects.

任職要求:
Qualifications
A. Educational Background
o A bachelor's degree in marketing, advertising, communication, literature, or related fields. A master's degree is preferred.
B. Work Experience
o At least 8 years of work experience in branding, marketing, or related fields. Experience in industries such as theme parks, cultural entertainment, and tourism is preferred.
o Have rich experience in content planning, creation, and dissemination, have successful content marketing cases, and be familiar with the operation of social media platforms and digital marketing channels.
C. Skills
o Have excellent writing skills and creative thinking ability, be able to write attractive copies and plan creative content.
o Be proficient in using office software and content creation tools, such as Adobe software series, new media operation tools, etc.
o Have data analysis ability, be able to use data tools to monitor and analyze the effect of content dissemination, and make decisions based on data.
o Fluent in English and Mandarin is required.
? Health & Safety
You are responsible for implementing Merlin’s HSS Policy, management system and related standards.
Within the area of management responsibility, you must:
? Show clear leadership and commitment to HSS; this includes setting a good personal example.
? Develop plans that are consistent with the HSS strategy to carry out risk assessments and meet relevant standards, legal requirements and Merlin’s HSS targets and objectives.
? Take the necessary practical steps to implement the HSS management system, including:
? Providing suitable resources and training
? Defining specific roles and responsibilities
? Explaining HSS issues effectively
? Establishing operational controls
? Managing contractors effectively
? Organising emergency response arrangements
? Implement measures to monitor HSS performance and, where necessary, take corrective action. This includes audits, performance monitoring, and reporting / investigating incidents.
? Ensure that HSS decisions are consistent with Merlin’s HSS Policy.
? Consider HSS issues in business decisions and explain their importance.
? Support promotional campaigns and educational plans.
? Recognise and reward employees who show positive HSS behaviour and achieve HSS objectives.
? Discuss HSS issues regularly.
? Encourage employees to suggest measures to improve HSS performance, and follow these up.
? Ensure that employees who blatantly or repeatedly violate HSS standards, procedures and rules are disciplined appropriately.
? Challenge unsafe conditions or actions and work with those involved to agree the necessary safety improvements.
? Provide ready access to skilled HSS professionals and / or accurate HSS advice.