Scope of Job:
Responsible for overall content ecosystem management across all channels of Shanghai LEGOLAND Resort. Develop content strategies that align with brand positioning and market demands, covering online and offline promotion, social media, and in - park display content. In charge of creating diverse content and disseminating content through multiple platforms. Collaborate cross - departmentally to ensure content integration with various business operations, contributing to brand building and business growth.

I. Position Overview
The Senior Brand Manager will be responsible for the content management of Shanghai LEGOLAND Resort. The tasks include formulating content 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 Conduct market and BAT research, analyze the competitive situation of theme parks in the local and surrounding areas, and study consumers' perceptions, needs, and expectations of the LEGOLAND brand, providing data support for brand strategy adjustments.
o Participate in the planning of new lands and rides in the resort, provide creative and positioning suggestions from a brand perspective, and ensure that new projects can be integrated into the existing brand system and add new vitality.
B. Brand Communication and Promotion
o Assist the Head of Marketing in formulating a comprehensive brand communication plan covering all online and offline channels, such as social media, film and television advertisements, outdoor advertisements, and offline activities, to enhance the popularity and reputation of Shanghai LEGOLAND Resort in the domestic and international markets.
o Plan theme activities and festival celebrations with LEGOLAND characteristics, combine Chinese traditional festivals and cultural elements to create a unique brand experience and attract more tourists.
o Monitor and evaluate the effectiveness of brand communication, adjust communication strategies and content in a timely manner based on feedback data, and improve communication efficiency and return on investment.
C. Content Strategy and 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 Collaborate with social media teams and public relations teams to promote content dissemination. Increase user participation and sharing through activities such as topic planning and interactive activities, and increase brand exposure and the number of fans.
o Monitor and analyze the effect of content dissemination, evaluate the popularity of content, user behavior, and feedback based on data, and provide a reference for the optimization of subsequent content creation and communication strategies.
D. Content Creation and Management
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.
o Review and approve all externally released content to ensure its accuracy, compliance, style consistency, and resonance with the target audience, and maintain the brand image and reputation of Shanghai LEGOLAND Resort.
o Manage the content library, establish an effective content storage and retrieval system, facilitate the use and sharing of resources by team members, and improve the efficiency of content creation.
E. 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.


III. 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 content management, 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 copy and plan creative content.
o Be familiar with all aspects of content creation, including photography, design, video production, etc., have a certain aesthetic ability and artistic accomplishment, and be able to guide the team in content creation.
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.

61 Health & Safety
Senior Managers are responsible for all aspects of Health, Safety & Security within their Business units, in line with the Group Policy (HS001). In particular, they must ensure that risk assessments have been carried out and that safe working procedures are in place at all locations within their remits and that all employees under their management are aware of the Group Health, Safety and Security Policy and their obligations under it.