General Manager - LEGO Discovery Center Washington
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General Manager - LEGO Discovery Center Washington

Merlin Entertainments



General Manager - LEGO Discovery Center Washington

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General Manager - LEGO Discovery Center Washington

Springfield Town Center, 6563 Springfield Mall
Springfield, Virginia, 22150
United States

Merlin Entertainments is a business built on fun. We are the world's second-largest visitor attraction operator and we have over 130 attractions, 21 hotels and 6 holiday villages in 24 countries across 4 continents. Our iconic brands include the likes of SEA LIFE, Madame Tussauds, the Dungeons, LEGOLAND Parks, LEGO Discovery Centers' and more! 

We are currently looking for a General Manager to head up our brand new, next generation LEGO Discovery Centre based in Washington, this is an awesome opportunity for the right candidate, read on to see if this sounds like you!

Role Summary:

We are looking for a passionate and engaged General Manager to ensure effective pre-opening, launch and post-opening operation of the brand new LEGO Discovery Centre, Washington. This is a fantastic opportunity for someone well versed in managing teams to deliver a first class guest experience and at the same time having the commercial and marking savvy to drive your business forward;

 Pre-Opening: Fully responsibility for the launch of new LEGO Discovery Center Midway attraction to the market, recruit full team and operationally set up the attraction ready for opening.

Post-opening: Responsible for the strategic development and operational delivery. Oversee the delivery of financial, brand and quality targets in line with overall company vision and strategy.

About the Role:

The General Manager at our LEGO Discovery Center Washington ensures that every guest enjoys a magical, memorable, world-class guest experience and that every member of our team embraces and exhibits our company values (known collectively as The Merlin Way). In this role, you will deliver the attraction strategy, short and long-term EBITDA and guest satisfaction goals


·     Manage the pre-opening set up in all business aspects to ensure a successful launch of the new LEGO Discovery Centre, Washington, achieving visitor volume, EBITDA and other KPI targets according to board paper targets.

·     Work in conjunction with New Openings Director and Head of Operations to set up the operational side of the business, working with the New Openings HR Director to recruit the new team and Marketing Director to deliver the marketing launch to achieve board paper 3 targets

·     Responsible for the strategic development and operational delivery of attractions post opening. Oversee the delivery of financial, brand and quality targets in line with overall company vision and strategy.


·     Drive a culture of guest first, and is data driven in understanding guest needs

·     Ensure a robust marketing plan is in place for product and experience across each channel  

·     Segment and target customers and identify new potential markets and audiences

·     Drive increases in employee engagement scores 

·     Role model guest-facing behaviours and act as Brand Ambassador internally and externally

·     Safeguard the brand in all PR and marketing activity

·     Passionate about employee engagement and driving performance by getting the best from your people

·     Drive volume strategy and maintain sustained competitive advantage as measured against market share


·     Set and execute successful productivity strategy

·     Create and sustain external partnerships and networks 

·     Roll out Merlin best practice and contribute to delivering the Merlin Group strategic agenda

·     Activate Midway levers to grow greater revenue and identify new revenue opportunities

·     Drive innovation, pre-empt opportunities, mitigate risk and adapt at pace


·     Responsible for Health and Safety excellence including business continuity, risk and crisis plan

·     Drive Operational Teams to ensure the attraction exceeds guest expectations 

·     Ensure attractions are operating at maximum efficiency levels with required staffing needs met

·     Ensure a low risk environment with robust profit protection measures in place

·     Cascade all relevant information and drives culture of openness and safety

·     Implement all HR and talent management processes and achieve D&I, wellbeing and CSR targets 

·     Live and breathe values and leads by example as a regular visible presence

 About You:


    ·        Proven experience in successfully managing all aspects of a complex operational business

    ·        P&L management responsibility, demonstrating agility  and responsiveness to trading

·        Experience of having developed partnerships with local businesses and community organizatons

·        Proven operational leadership, including delivery of a tactical marketing plan

·        Experience embedding business analytics and customer insight capabilities to drive decision making


·       Experience managing leaders of teams outside own area of expertise

·       Developing a diverse talent pipeline and succession planning

·       Building high performance customer centric teams 

·       Working in matrixed environments


·        Burning drive to achieve success

·        Resilient and robust self-belief with the confidence to challenge

·        Charismatic and creative; able to excite and inspire innovation

·        Has the energy and discipline to ‘make things happen’

·        Able to adapt quickly and flexibly to changing circumstances

·        Operates with integrity and a sense of purpose

·        Talent for building relationships, influencing and negotiating effectively

·        Self-aware, with a growth mindset

·        Empathetic towards others, draws deep insight into people and how they behave

·        Financially astute and highly commercial, with an operational mind-set

·        Analytical and investigative with strong attention to detail

·        Maintains a focus on the bigger picture


Bachelor’s degree in business, management or marketing (desirable)

 The Perks & Benefits 

·       Excellent health care options (medical, dental, and vision that encourage preventative care)

·       Outstanding Paid Time Off (PTO) that allows for adventure, rest, relaxation, or recuperation.

·       Merlin Magic Pass for friends and family to enjoy the parks & attractions

·       Recognition Programs and Rewards

·       401(k) program with company match

·       Tuition reimbursement programs

·       Numerous learning and advancement opportunities

 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. 


General Manager - LEGO Discovery Center Washington

Southwest Washington, Washington, DC, United States

A tiempo completo, Indefinido

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