Marketing Performance & CRM Specialist

Role Purpose:

LEGOLAND® Dubai Resort is the only LEGOLAND Resort in the Middle East, home to two theme parks (LEGOLAND® Dubai and LEGOLAND® Water Park) and a fully themed hotel — all built on the belief that learning through play is one of the most powerful ways to create lasting memories for families.

As Marketing Performance & CRM Specialist you will sit at the heart of how we connect with guests, grow our visitation, and build loyalty through data-led decision making and best-in-class campaign execution.

You will manage performance reporting across digital and CRM channels, guide commercial strategy through insight, and help shape the way we talk to our guests — especially our Annual Pass Holders, day visitors, and holidaymakers.

We’re looking for someone who is analytical but creative, detail-oriented but commercially driven, and above all, energetic, collaborative, and ready to go the extra mile to make a difference.

Key Responsibilities

1. Marketing Performance & Digital Analytics

• Own end-to-end performance tracking for digital marketing campaigns and always-on activity

• Liaise with media agencies to evaluate ROAS, traffic quality, and conversion rates

• Create and manage dashboards to monitor visitation, channel performance, campaign impact, and promotional ROI

• Optimize digital funnels across the resort website and partner sites to reduce drop-off and improve conversion

• Support the sales and marketing leadership team with regular trading insights and commercial updates

2. CRM & Guest Lifecycle Communications

• Develop and deliver segmented guest communication journeys to drive acquisition, engagement, and retention

• Manage direct communications including promotions, birthday greetings, renewal prompts, and automated journeys

• Process guest datasets (including raw Excel files) from internal and external sources to support campaign delivery

• Oversee platform usage and coordination (e.g. CRM, Salesforce Marketing Cloud, or equivalent), ensuring alignment with data privacy protocols

3. Sales Channels & Partnership Support

• Support implementation of partner campaigns with TripAdvisor, Trip.com, Hays, MakeMyTrip, Koddi, Sojern, and others

• Manage upsell experiences and content on affiliate and partner platforms such as Booking Whizz

• Ensure data capture and performance from these campaigns is tracked and incorporated into overall marketing analysis

4. Insight-Driven Planning & Optimization

• Analyze visitor behavior using NPS data, feedback, guest services reports, and sales trends

• Inform planning for events, tactical campaigns, and pricing offers using actionable data

• Coordinate with Finance and Commercial teams to connect performance to visitation, RPC, and total revenue

• Highlight learnings from campaigns to continuously improve creative, targeting, and spend efficiency

5. Website, Booking & Digital Experience Management

• Oversee content accuracy, merchandising, and user experience across the LEGOLAND® Dubai Resort website and booking engine

• Ensure tagging, tracking, and analytics are correctly implemented across all digital platforms to enable accurate performance measurement and funnel optimization

• Coordinate with internal and external teams to ensure offers, promotions, and product descriptions are consistent, on-brand, and aligned with campaign objectives

• Manage delivery of upsell and cross-sell opportunities through tools and integrations including Salesforce Marketing Cloud, Booking Whizz, and other resort digital platforms

• Collaborate with the Digital and IT teams to maintain site integrity, resolve issues, and enhance the end-to-end guest experience across multiple domains and devices

6. Internal Collaboration & Delivery

• Act as the bridge between Marketing, Sales, Digital, and Finance when it comes to data and performance

• Ensure clean, accurate, and timely reporting for key meetings (including SLT and forecasting)

• Proactively flag performance risks and opportunities and follow through with recommended actions

Experience & Skills

• Minimum 5 years of experience in digital marketing, data analytics, CRM, or marketing performance roles

• Hands-on knowledge of digital channels and marketing platforms, including CRM tools like Salesforce Marketing Cloud or equivalent

• Advanced Excel and data manipulation skills; familiarity with BI tools a plus

• Strong attention to detail and experience working in performance-led teams or organizations

• Able to translate complex data into simple, actionable insights

Mindset & Culture Fit

• Positive, energetic, and collaborative

• Thrives in a fast-paced, guest-facing business where no two days are the same

• Curious, solutions-focused, and eager to continuously improve and innovate

• Comfortable juggling tasks, shifting priorities, and working across multiple stakeholders and teams

• Passionate about building memorable guest experiences through smarter marketing

Why Join LEGOLAND® Dubai Resort?

We’re the only LEGOLAND Resort in the Middle East, offering an experience like no other:

• Two parks — LEGOLAND® Dubai + LEGOLAND® Water Park

• One themed hotel, fully designed with kids in mind

• A team united by creativity, energy, and a shared mission to bring joy to families through play, discovery, and imagination

In this role, you will directly impact how we grow, connect with guests, and deliver fun — all through insight, data, and creativity. If that sounds like your kind of role, we would love to hear from you.