Marketing Manager

Gardaland Resort Published: September 30, 2021
Porretta Terme, Italy
Job Type


Marketing Manager

LEGOLAND Discovery Center Michigan, 4240 Baldwin RdAuburn Hills, Michigan, 48326 United States

LEGOLAND Discovery Center and SEA LIFE Michigan is on the lookout for a Marketing Manager to add the shimmer and shine to every guest experience!

About the Role

The Marketing Manager is at the heart of our magic, driving the implementation of marketing strategy to deliver budgeted volume, revenue/sales, EBITDA, KPIs and visitor numbers to the attractions. Through a close association with our brand teams, you will ensure integration across activity and campaigns in line with the brand, product development and tactical activity.

The Ideal Fit

Marketing at Merlin is rewarding but challenging so we only hire Marketers who share our values and can thrive within the organization. See the profile below and if this describes you, we would love for you to apply.

Entrepreneurial Mentality & Startup Spirit:

  • You thrive in a fast paced, not overly structured, entrepreneurial environment.
  • You’re scrappy – you pick your wins and you understand that solutions which may be unusual, unpolished or unrefined; with a bit of hard work, you deliver results.
  • You are solution minded, creative and can adapt easily to change.
  • You are an operational marketer who understands how to execute strategic theory that is grounded in operational reality Grit & Passion.
  • You are self-motivated and truly love the work that you do, the industry you work in and who you work with.
  • You are guest obsessed and constantly think about how to engage our guests better and ways to improve their experience.
  • You are gritty, tenacious and drive results.
  • You are an optimistic thinker & a positive, constructive communicator.
  • Integrity & Impact
  • You treat every employee and guest with respect.
  • You take ownership, are candid, direct and transparent.
  • You are comfortable in making decisions and constructively challenging decisions of others.
  • You are comfortable with taking constructive critiques to develop and grow yourself & your ideas.
  • You are accountable and not shy to admit mistakes or openly share learnings, you recognize mistakes can often lead to the most effective & inspiring work.
  • Constantly Curious & Data-Driven.
  • You learn eagerly and rapidly.
  • Your decisions are consistently underpinned by data & seek to remove subjectivity where possible.
  • You’re constantly curious about understanding more about business trends, your target audience, your product performance & the effectiveness of your tactics & distribution channels.
  • You ask questions, constructively challenge and work with your stakeholders to develop ideas to be stronger.

Key Responsibilities:

  • Work with Head of Marketing Operations and the General Manager to plan, develop and execute the strategy for attraction/cluster.
  • Plan, deliver & execute the Marketing Plan for the attraction/cluster across all disciplines, including media, PR, schools, online and Trade, against commercial and financial results in line with the overall objectives of the business and attraction/cluster and brand strategy.
  • Deliver budgeted annual admissions revenue and visitor budgets through successful and measurable marketing performance.
  • Work with Head of Marketing Operations, Strategy & Insights Manager and the General Manager to develop attraction pricing approach for the attraction/cluster.
  • Champion the customer perspective and ensure the delivered marketing campaigns are customer led, based upon thorough analysis of business opportunities utilizing insights from market research, industry trends, and the competitive landscape for attractions.
  • Analyze and report revenue/admission data and audience insight to General Manager and Head of Marketing Operations to aid decision making for sales and marketing strategy to ensure budgeted revenue and admissions across all channels.
  • Understand target customer profiles and increase the market share of visitation within individuals, schools & groups markets across both midweek and weekend trading periods.
  • In collaboration with the Head of Marketing Operations, develop and execute a channel strategy for the attraction/cluster in line with business objectives (both commercial and customer satisfaction), overall sales and the marketing strategy in the most cost-effective way across all marketing activity in line with core audience insight through innovative event-driven product development, advertising, online, PR, promotional partnerships and trade strategies.
  • Maximize channel strategy for the attraction/cluster to deliver most cost-efficient route to market in line with overall sales and marketing strategy.
  • Identify, secure and execute highly visible sales promotions with 3rd party brand partners and combined ticket packages/partner attraction promotional activity for the attraction/cluster.
  • Drive online sales through online media activity and work with the eCommerce Team to maximize efficiency of website from traffic to conversion.
  • Drive brand awareness to ensure attraction/s are a “must see” in the attractions’ market.


  • Bachelor’s degree required, preferably in marketing, communications, business or related field or equivalent experience.
  • At least, 1-2 years of developing and implementing robust marketing strategies, preferably within the attractions or hospitality industry.
  • Advanced MS Excel skills including knowledge of macros and proficiency in MS Word and PowerPoint.

About the Benefits

In return, you will find a competitive salary and benefits package (including affordable and robust medical, vision and dental plans, company-paid life insurance and 401(k) matching plan offering) and free entry to all our Merlin attractions which also extends to family and friends.

In addition, you can expect continued growth of joining an exciting, global organization. Everyone Matters at Merlin. At Merlin we welcome the world to our magical attractions and resorts every day and we want to reflect that same multicultural mix inside our business too.

We strive to create an inclusive and diverse workplace where people can be themselves, have the same opportunities and thrive together. Because at Merlin, everyone matters! Together, we work to create a workplace where everyone feels valued, no matter their age, race, gender, disability or sexual orientation.

Although we understand that we'll always be learning and growing, we aim to be the most inclusive and flexible employer in our industry.



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