General Manager

What you'll bring to the team

The General Manager for LEGO Discovery Centre Atlanta is responsible for delivery of the attraction(s) strategy, short and long-term EBITDA, and guest satisfaction goals. Supporting the team with ensuring every guest enjoys a memorable, world-class guest experience and that every member of the team embraces and exhibits our company values.

This is what we do every day. Our 31,000+ awesome colleagues create and play together to spark the imaginations of children and LEGO® fans of all ages, all around the world.

Just imagine being part of this – playing with ideas, creating magical experiences, and learning while growing and building your dream career.

Qualifications & Experience

Key Responsibilities:

• 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.

• Manages all policies and procedures in relation to employment as advised by Human Resources and Merlin Operations Manual.

• Drive increases in employee engagement scores.

• Role model guest-facing behaviors and act as Brand Ambassador internally and externally.

• Safeguard the brand in all PR and marketing activity.

• Ensuring attraction employee engagement scores meet or exceed company expectations.

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

• Optimize RPC and yield across each Merlin channel.

• Focus team Profit &Loss (P&L) Management and channel strategy to ensure sustainable growth in attraction RPC.

• Deliver capital products and projects on time, on budget and to desired ROIC.

• Deliver EBITDA growth, 5-year plan and cost control plans.

• 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 attraction operates 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 a culture of openness and safety.

• Implement all HR and talent management processes and achieve DEI&A, wellbeing, and CSR targets.

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

• Execute Merlin change programs.

• 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 non-profit organizations (NPOs), local businesses and authorities.

• Proven operational leadership, including delivery of a tactical marketing plan.

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

• Developing businesses at different stages of growth.

• Understanding motivators for different markets and the levers to pull to entice people to visit.

• Understanding route to purchase for different markets.

• 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.

• The above list is not exclusive or exhaustive and may require undertaking such tasks as may reasonably be expected within the scope and grading of the role.

• Perform other duties as assigned.

Education & Experience

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

• Minimum of three years manager-level experience in a high visitor volume business.

• Established history of delivering EBITDA targets for a minimum of two years.

• Experience working with children and families (preferred).

• High energy and determination to drive the business to success and make things happen.

• Robust, confident to challenge, self-aware, and possesses a growth mindset.

• Able to excite, inspire innovation, and bring a fun, outgoing approach to work.

• Operates with a strong sense of purpose, integrity, and the ability to adapt quickly to changing circumstances.

• Stellar individual contributor as well as an effective team player.

• Skilled at influencing, negotiating, and building strong relationships.

• Empathetic approach that fosters deep insight into people and their behaviors.

• Highly commercial and financially astute with an operational mindset.

• Investigative with strong attention to detail while maintaining focus on the bigger picture.

• Strongly committed to delivering service and guest experiences at the highest possible level.

Benefits

Workplace - Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.

The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.

The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

Thank you for sharing our global commitment to Children’s Rights.

Just imagine building your dream career. Then make it real. Join the LEGO® team today.

Merlin Entertainments are facilitating the LEGO Group’s recruitment process for this role as part of a transitional service agreement with the LEGO Group.

Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.

Pay Range

Compensation between USD $90,000.00/Yr.-USD $105,000.00/Yr.

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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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Location (Country-State-City) US-GA-Atlanta

Job ID 2026-13505

Employment Type Full-Time

Offer/Contract Type At Will (US Only)

Location Name LEGO Discovery Center Atlanta