Marketing Director

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.  Warner Bros. Studio Tour Shanghai will be operated in partnership with Jinjiang International (Holdings) Co., Ltd, a State-Owned Enterprise, ensuring a world-class experience for all who visit. Your New Role We are looking for Marketing Director, to be responsible for setting the strategy and leading the day to day functions of Marketing for Warner Bros. Studio Tour Shanghai, working closely with the Senior Management team. This role is responsible for driving the marketing plans to create and develop brand awareness and to maximize the commercial success and growth of the Studio Tour business. As there are other Global Experience operations in London, Tokyo and Hollywood, the successful applicant will be expected to share learnings and best practice with other Marketing teams. Your Role Accountabilities Responsible for the successful planning and implementation of all marketing strategies and initiatives to ensure ticket sales and revenues are continually hitting budgets. Ensure that Tour ticket availability is maximized at all times by sharing clear and market relevant consumer data trends and insights. Work with the GM and senior management team on the sales planning and management of marketing budgets. Management and development of team to ensure the on-going efficiency and success of the marketing function. Lead the team in driving innovation and creative strategies to broaden brand awareness, deepening fan engagement ensuring the Studio Tour remains a dynamic experience that captivates audiences worldwide. Essential Job Functions Strategic Planning and Execution • Develop and implement a comprehensive Marketing Strategy, maximizing engagement, brand identity, and revenue across key market segments, including: • Domestic tourism as key priority • Local residents in Shanghai • International travelers • Ensure that the Marketing elements of the overall Visitor Attraction strategy are fully integrated and seamless. • Partner with CFO to review pricing strategies and effectiveness to maximize yields and optimize seasonality and develop off-peak interest. • Be responsible for delivering an integrated marketing plans across all channels including owned, earned, paid and travel trade. • Supporting Sponsorship Partners by working on co-brand marketing plans and program execution. Brand Management • Manage and develop the Tour’s branding and ensure brand guidelines are adhered to across the tour and in all external and internal materials. • Partner with Franchise Marketing Team to develop and nurture online social network fan bases through active participation on relevant channels such as WeChat, Red Note and Harry Potter fan sites. • Oversee online and digital presence and ensure all sites are maximizing the sales potential through the customer journey (CRM approach) and are maintained and up to date. • Working with Marketing agencies, develop strong relationships with the media, create a compelling narrative, and oversee all messaging and content creation to ensure it’s on brand. Market Research and Analysis • 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. Stakeholder Engagement • 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 Budget and Resource Management Lead, manage, and control ongoing marketing and admissions income (ticketing) budgets as agreed with the General Manager, CFO, and Senior Management. Team Leadership and Development Provide strategic leadership and direction to develop a high-performing Marketing team, fostering collaboration, innovation, and excellence to drive brand growth and audience engagement. Additional Responsibilities • 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. Skills/Knowledge Required • 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 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. Shanghai Joint Venture Employment: Please note that this position is employed through Warner Bros. Discovery’s joint venture with Jin Jiang International (Holdings) Co., Ltd. The joint venture entity is Shanghai WB Jinjiang Studio Tour Co., Ltd. Successful candidates will be hired by the joint venture company and assigned to work with Warner Bros. Discovery as required for this project. How We Get Things Done… This last bit is probably the most important! Here at WBD, our guiding principles are the core values by which we operate and are central to how we get things done. You can find them at www.wbd.com/guiding-principles/ along with some insights from the team on what they mean and how they show up in their day to day. We hope they resonate with you and look forward to discussing them during your interview. Championing Inclusion at WBD Warner Bros. Discovery embraces the opportunity to build a workforce that reflects a wide array of perspectives, backgrounds and experiences. Being an equal opportunity employer means that we take seriously our responsibility to consider qualified candidates on the basis of merit, regardless of sex, gender identity, ethnicity, age, sexual orientation, religion or belief, marital status, pregnancy, parenthood, disability or any other category protected by law. If you’re a qualified candidate with a disability and you require adjustments or accommodations during the job application and/or recruitment process, please visit our accessibility page for instructions to submit your request.