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崗位職責(zé):
The major responsibility is to monitor, analyze and guide public sentiment to safeguard the park's reputation. Be responsible for tracking online sentiment in real-time, identifying potential risks, and developing response strategies; collaborating with cross-functional teams to handle crises and negative posts to maintain a positive brand image; preparing regular sentiment analysis reports to support business decisions; and optimizing the sentiment management system to enhance alert and response efficiency.
1.Brand Building
? Develop brand reputation management strategy to enhance brand favorability through positive content dissemination.
? Plan and execute brand communication initiatives, including KOL collaborations and guest word-of-mouth management.
? Analyze guest feedback data to drive product and service optimization.
2.Public Sentiment Monitoring & Analysis
? Develop public sentiment management strategy for each social platforms (LRB, Douyin, Toutiao etc.).
? Execute full-network sentiment monitoring (covering social media, news platforms, APP, OTA, etc.), providing timely alerts and risk assessment.
? Coordinate with cross-functional teams to generate appropriate response statement/talking points to handle negative public sentiment.
? Conduct regular sentiment analysis reports to support business decision-making.
3.Media Relations Management
? Establish and maintain strong relationships with mainstream and industry media to ensure accurate brand messaging.
? Conduct regular outreach and relationship maintenance with key media/influencers.
? Monitor media coverage trends and develop response/statement based on media sentiment.
4.Social Media Platform Relationship Management
? Build and maintain partnerships with core social platforms (Tencent, ByteDance, LRB etc.).
? Coordinate platform resources to enhance brand content exposure and dissemination effectiveness
? Monitor platform-specific sentiment trends and promptly address guest feedback
5.Health & Safety
You are responsible for implementing Merlin’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 Merlin’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 Merlin’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.

任職要求:
1. Education & Experience
? Bachelor's degree or above, preferably in Communications, Public Relations, Marketing or related fields
? 8+ years of experience in brand PR, public sentiment management or media relations; theme park/tourism industry experience preferred
? Good communication and presentation skills in English, both written and verbal
2. Core Competencies
? Public Sentiment Management: Proficient in monitoring tools with hands-on crisis PR experience
? Media Relations: Established network with mainstream media and deep understanding of media operations
? Social Media Operations: Comprehensive knowledge of major platforms' features and operating rules
? Data Analysis: Ability to identify trends through data and formulate response strategies
3. Personal Attributes
? Exceptional communication and coordination skills with strong adaptability
? Highly sensitive to public sentiment with quick response and judgment capabilities
? Maintains high efficiency in high-pressure environments
? Able to write and execute plans, lead teams, be familiar with the entertainment industry and publicity processes, and master basic office software.