Head of Sales 销售副总监

岗位职责:
Scope of Job: Plan, develop and manage all sales strategies and activities for LEGOLAND Shanghai Resort, including setting targets, budgets and sales/marketing plans across all sales channels, to support both the park and hotel. Ensure commercial targets are set and achieved, and continuously evaluate sales programs to maximize guest volume and revenue for both Park and Hotel. If necessary, put forward corrective action proposals. Stay abreast of competitor and industry trends to maximize growth and leverage emerging markets. In cooperation with marketing team, cross functional team, as well as Merlin global growth team to maintain strong and consistently good relationships with key strategic partners. Direct and manage a team of sales and operation staff and ensure high motivation and competence level among team.
Main Responsibilities
1. Strategy Implementation & Omni-channel Target Control
a) Assist Marketing & Sales Director in breaking down the park’s annual, quarterly and monthly business KPIs, and decompose quantified targets across direct online sales, OTA channels and offline sales, covering core metrics including sales revenue, ticket volume, annual pass penetration rate, group order quantity, customer acquisition cost, collection rate and gross profit margin.
b) Formulate annual operation strategies, customer acquisition plans and marketing promotion timelines for all channels. Develop differentiated sales and marketing tactics aligned with tourism peak/off-peak seasons, public holidays and LEGOLAND themed milestones (themed events & IP co-branding initiatives) to offset revenue shortfalls in off-seasons and maximize peak-season sales performance.
c) Lead omni-channel business reviews; analyze performance variances across channels, traffic conversion bottlenecks, competitor moves and market trends, deliver review reports and optimization proposals, and adjust channel policies and marketing strategies in a timely manner to secure steady achievement of overall business targets.
d) Participate in launch planning for new park projects and products, and provide actionable recommendations on pricing, channel matching and marketing rollout based on channel attributes to accelerate sales ramp-up of new offerings.
2. End-to-End Management of Subordinate Business Lines
a) Direct Online Channel Management
Oversee operation of proprietary direct sales channels including official WeChat Mini Program, official APP and self-operated e-commerce stores; manage online product listing, package bundling, pricing framework and inventory control. Guide the team on private domain traffic acquisition, user retention, repeat purchase development, membership operation and IP-themed promotions to lift the revenue share and user stickiness of self-owned channels and build the park’s core private domain traffic pool.
b) OTA Channel Management
Take full ownership of partnership operation and relationship maintenance with mainstream full-spectrum OTA platforms such as Ctrip; standardize OTA pricing structure, commission rules and promotion terms. Negotiate platform resources to secure featured placement spots and co-marketing campaigns, so as to continuously boost OTA exposure, order volume and market coverage while maintaining healthy and controllable channel gross profit.
c) Offline Sales Channel Management
Administer full-scenario offline sales businesses including educational study tours for schools, travel agency cooperation, offline distribution, group venue buyouts, customized VIP client programs and inbound tourism. Lead the team to develop local and nationwide channel resources, maintain partnerships with key corporate clients, core travel agencies and distributors; design offline new client development policies, and track negotiation, contracting, on-site delivery and full-cycle payment collection of bulk orders to expand market share in the offline group segment.
3. Team Management & Talent Development
a) Manage daily team administration, task allocation and execution supervision; establish standardized SOPs for all roles and unify workflow criteria covering sales, marketing and channel operations.
b) Develop and refine team KPI assessment, reward & penalty rules and career promotion frameworks; conduct regular performance reviews, implement team incentive schemes and build talent pipelines to optimize workforce structure, reduce turnover and cultivate a high-performing, professional sales team.
4. Channel Risk Control, Payment Collection & Cross-Department Collaboration
a) Centrally regulate omni-channel pricing systems, promotion policies and partnership clauses to prevent unauthorized price cutting and compliance risks, and foster sound competition and balanced development among all channels.
b) Administer full-cycle payment collection for all orders across online, OTA and offline channels; closely monitor outstanding receivables to minimize overdue payments and bad debt risks and accelerate cash inflow.
c) Collaborate internally with Park Operation, Product, Customer Service, Finance, Revenue Management, Hotel and Commercial departments to resolve order exceptions, customer complaints, event execution hurdles and product optimization issues; liaise externally with platform operators, business partners and key clients to ensure smooth business delivery.
d) Monitor competitor developments in the tourism sector, evolving consumer preferences and regulatory updates, and iteratively refine channel strategies and marketing models to elevate the park’s overall market competitiveness.
5. Brand Compliance & Standard Implementation
Strictly enforce brand operation requirements from Merlin Entertainments Group and LEGOLAND. Ensure all sales plans, promotional materials, external communication scripts and channel cooperation models fully comply with the Group’s brand specifications, safety codes and operational standards, safeguarding LEGOLAND’s premium and standardized brand image.
6. Health & Safety
You are responsible for implementing LLSHR’s HSS Policy, management system and related standards.
Within the area of management responsibility, you must:
 Show clear leadership and commitment to HSS; this includes setting a good personal example.
 Develop plans that are consistent with the HSS strategy to carry out risk assessments and meet relevant standards, legal requirements and LLSHR’s HSS targets and objectives.
 Take the necessary practical steps to implement the HSS management system, including:
 Providing suitable resources and training
 Defining specific roles and responsibilities
 Explaining HSS issues effectively
 Establishing operational controls
 Managing contractors effectively
 Organising emergency response arrangements
 Implement measures to monitor HSS performance and, where necessary, take corrective action. This includes audits, performance monitoring, and reporting / investigating incidents.
 Ensure that HSS decisions are consistent with LLSHR’s HSS Policy.
 Consider HSS issues in business decisions and explain their importance.
 Support promotional campaigns and educational plans.
 Recognise and reward employees who show positive HSS behaviour and achieve HSS objectives.
 Discuss HSS issues regularly.
 Encourage employees to suggest measures to improve HSS performance, and follow these up.
 Ensure that employees who blatantly or repeatedly violate HSS standards, procedures and rules are disciplined appropriately.
 Challenge unsafe conditions or actions and work with those involved to agree the necessary safety improvements.
 Provide ready access to skilled HSS professionals and / or accurate HSS advice.
任职资格:
Requirements
• Experience in a theme park, hotel, resort or attraction a plus
• Minimum of 5 years of sales management experience, with significant personnel leadership and sales responsibility
• 10+ years of experience including digital, ecommerce, trade sales and budget responsibilities
• Expertise in digital; Experience in ensuring that DTC channel content is fully optimized to agreed strategies with Marketing brand management, PR social, Sales, and revenue management
• Track record of exceeding commercial targets and objectives
• Demonstrated ability to manage a large volume of work effectively and efficiently
• Proven ability to motivate teams and collaborate effectively with cross-functional peers
• Ability to set and manage against objectives and schedules, and effectively plan and manage resources
• Advanced computer skills, particularly with the Microsoft Office suite of projects and use of Excel to create and update reports and work with large data sets to draw insight from
• Ability to influence others at all organizational levels, Strong negotiation skills
• Strong written, verbal and presentation skills
• Ability to think strategically and conceptually, but also down to earth with Entrepreneurship and Can Do spirit
• Education: Bachelor’s degree required, Majors in Marketing, Business Administration, Communications, or other related field preferred
• Language: fluent verbal and written English; Good presentation skills in both English and Chinese