Senior Social Media Manager

About the role

We are looking for a strategic and hands‑on Senior Social Media Manager to lead the social content and media activities for LEGOLAND® Shanghai Resort. The role will shape the brand’s voice across Chinese digital platforms, drive engagement, and convert interest into park visits.

Key responsibilities

• Define and execute the overall social media strategy for platforms such as WeChat, Douyin, Xiaohongshu and Weibo.
• Oversee the content calendar, producing family‑centric, playful and educational posts that showcase rides, hotels and workshops.
• Lead paid social campaigns, manage media buying budgets and optimise for ticket sales, annual passes and hotel bookings.
• Analyse performance data, generate insights and report key metrics to senior leadership.
• Manage relationships with digital agencies and creative vendors to ensure KPI delivery.
• Collaborate with Brand Marketing, PR, Sales and Operations to align social activities with in‑park experiences.
• Stay ahead of digital trends, algorithm changes and emerging platforms.

Required profile

• Proven experience in senior‑level social media management within the Chinese market.
• Strong understanding of family‑oriented content and theme‑park or entertainment brands.
• Ability to translate creative storytelling into data‑driven results.
• Excellent cross‑functional collaboration and leadership skills.

Required skills

• WeChat
• Douyin
• Xiaohongshu
• Weibo
• Social media advertising
• Paid media buying
• Data analytics