Director, Marketing and Communications, Studio Tour

Job Description

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.
Primary Purpose of the Job
Responsible for setting the strategy and leading the day to day functions of Marketing and Communications for Warner Bros. Studio Tour Shanghai, working closely with the Senior Management team. This role is responsible for driving the marketing and communications plans to create and develop brand awareness and to maximise 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 and Communications teams.
Primary Job Functions
Responsible for the successful planning and implementation of all marketing and communication strategies and initiatives to ensure ticket sales and revenues are continually hitting budgets. Ensure that Tour ticket availability is maximised 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 & 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.
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.
• 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.
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.
• Set sales targets and objectives in conjunction with appropriate staff, maintaining tight budgetary control throughout the year.
Team Leadership and Development
• 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.

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.
• Oversee Crisis Communications and ensure a robust response plan is created and communicated.

Skills/Knowledge Required
• 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 st

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Jobcode: Reference SBJ-vee870-216-73-216-0-42 in your application.