Director, Marketing and Communications, Shanghai Studio Tour

Welcome to Warner Bros. Discovery... the stuff dreams are made of.

Who We Are...

When we say, "the stuff dreams are made of," we're not just referring to the world of wizards, dragons and superheroes, or even to the wonders of Planet Earth. Behind WBD's vast portfolio of iconic content and beloved brands, are the storytellers bringing our characters to life, the creators bringing them to your living rooms and the dreamers creating what's next...

From brilliant creatives, to technology trailblazers, across the globe, WBD offers career defining opportunities, thoughtfully curated benefits, and the tools to explore and grow into your best selves. Here you are supported, here you are celebrated, here you can thrive.

Warner Bros. Discovery is a global media company and operates some of the best-known entertainment, news, and sports brands in the world. We bring people, technology, and the world's best storytellers together to drive culture and meaningful connection. We believe the enduring power of stories can open our eyes to the world, to each other, and to new and different perspectives.

Our Global Experiences division brings that creative storytelling vision to life with compelling and immersive in-person experiences. The phenomenally successful Warner Bros. Studio Tours in London, Hollywood, and Tokyo, flagship retail stores in New York and Chicago, magical Harry Potter experiences at Universal Studios Parks and Resorts worldwide, Warner Bros. World Abu Dhabi, along with the popular Friends Experiences and more, deliver high levels of fan engagement, exceptional customer service, and creative interactivity.

The next exciting addition to this collection is Warner Bros. Studio Tour Shanghai - The Making of Harry Potter, a completely new experience for Harry Potter fans in China. Located in the heart of Shanghai, this indoor attraction will transport visitors into the world of filmmaking, revealing production secrets through interactive experiences, showcasing stunning locations, and displaying beautifully crafted props.

• Develop and implement a comprehensive Marketing & Communications Strategy, maximizing engagement, brand identity, and revenue across key market segments, including:
  
  
  • Inbound International Tourists
  • Local resident day out market
  • Intellectual Property Fan base
  • Schools/Education
• Ensure that the Marketing and Communications elements of the overall Visitor Attraction strategy are fully integrated and seamless.
• Establish and review pricing strategies to maximize yields and optimize seasonality and develop off-peak interest.
• Be responsible for delivering all channel marketing and communication campaigns around key trading periods, features, and events to maximize capacity during peak times.
• Work across the business to maximize secondary income partnering with commercial functions such as events, retail, e-commerce, etc.
• Work with Technical Solutions to maximize ticket availability and analyze reports.

• Manage and develop the Tour's branding and ensure brand guidelines are adhered to across the tour and in all external and internal materials.
• Develop and nurture online social network fan bases through active participation on relevant channels such as WeChat and Harry Potter fan sites.
• Oversee online and website presence and ensure all sites are maximizing the sales potential through the customer journey (CRM approach) and are maintained and up to date.
• Develop and oversee impactful PR campaigns to raise brand awareness and engagement.
• Working with PR agencies, develop strong relationships with the media, create a compelling narrative, and oversee all messaging and content creation to ensure it's on brand.

• Devise methods of conducting ongoing research to include public awareness and satisfaction in all core market segments. Ensure all of our research data is consolidated to proactively inform business decision-making.
• Stay informed on the latest trends, developments, and best practices within the visitor attractions industry, ensuring up-to-date market knowledge. Conduct benchmarking analysis to compare performance and identify growth opportunities.
• Evaluate the impact and success of marketing campaigns by analyzing key performance metrics, audience engagement, and return on investment. Identify areas for improvement and provide data-driven insights to optimize future marketing strategies.

• Participate proactively in discussions with the WB Studio Tour Global senior management team, seeking to continuously improve all areas of the business.
• Build relationships and ensure approvals and coordination with other WB operations and marketing initiatives for Harry Potter, including Harry Potter Global Franchise Development and Consumer Products.
• Build relationships and ensure approvals and coordination with key external stakeholders.
• Establish networks and contacts with major tourism and attractions bodies including but not limited to:
  
  
  • Inbound & domestic tour operators
  • Industry & Professional bodies
  • Industry media

• Lead, manage, and control ongoing marketing and admissions income (ticketing) budgets as agreed with the General Manager, CFO, and Senior Management.
• Set sales targets and objectives in conjunction with appropriate staff, maintaining tight budgetary control throughout the year.

• Provide strategic leadership and direction to develop a high-performing Marketing & Communications team, fostering collaboration, innovation, and excellence to drive brand growth and audience engagement.
• As needed, be flexible to attend conference calls and video calls across West Coast and London time zones.

• Oversee and manage the information in the Marketing Database and ensure data protection considerations are fully legally compliant and develop our CRM capability.
• Develop and maintain a world-class learning and educational program driving off-peak business.
• Oversee Crisis Communications and ensure a robust response plan is created and communicated.

• Leadership and Marketing Experience: Previous leadership and marketing/comms experience within a fast-paced, service-led industry, ideally in the attractions industry within China and inbound tourism.
• Campaign Planning and Execution: Demonstrated ability to plan, execute, track and adapt major marketing campaigns.
• Negotiation and Finance Skills: Excellent negotiating skills and strong finance and analytical skills, including proficiency in Excel.
• Communication and Interpersonal Skills: Highly developed interpersonal skills, including excellent written and verbal communication and interpersonal skills, including fluency in Chinese (Mandarin) and English.
• Leadership and Management: Strong leadership skills with experience in managing and developing teams, prioritizing work schedules, and multitasking.
• Presentation and Organizational Skills: Excellent presentation, audience interaction, and organizational skills.
• Customer Service and Market Analysis: Good customer service skills and a proven track record in analyzing the marketplace, establishing revenue targets, and meeting/exceeding those targets. Ability to assess opportunities and threats and develop action plans accordingly.
• Partner Relationships: Proven ability to develop appropriate partner relationships with internal and external stakeholders.
• Adaptability and Performance: Flexible and able to adapt to a dynamic and demanding environment with a high level of personal performance and accomplishment.
• Education: Bachelor's degree (or equivalent) in marketing or a closely related field is preferred.