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Name: Yina Li Tucker

Job title: Head of Marketing and Sales

Loctions: Midway New Openings China

Area: Marketing & Sales


Current role:

I look after the New Opening phase of new Midway attractions in China. Typically I set priorities for each site. It’s about managing the details of execution to make sure new team members are well trained, well directed and driving pre-booked tickets to their attraction. For sites that are already open, it’s about looking at their marketing activities to help teams to deliver key strategies and revenue.

Best part of working for Merlin?

Merlin’s entrepreneurial spirit really enables me to take ownership and feel responsible for the work I do. This continuously sets out new challenges, and helps me to grow and be resourceful.

Most memorable experience?

It’s very hard to pick one out. New Openings is challenging but very exciting. If I was really to pick one, it would be the Grand Opening of each attraction. This is always a great wrap up and recognition of all the hard work that has happened in the lead up to the launch of the attraction.

How have you made a difference?

With the launch of every attraction I've learned something that I've been able to apply in new projects. Since being in the role, I have launched LEGOLAND Discovery Center Shanghai, Little BIG City Beijing and the Shanghai Dungeon to name just a few. I'm currently preparing for the opening of the Shenyang cluster and the new LEGOLAND Discovery Center Beijing.

What has this role enabled you to do?

I have travelled a lot with this role. Not only has this helped me to understand a variety of cities, culture and practices, but also how to work with different people. Aside from growing in my professional career, I'm also very lucky to have developed many personal skills and fulfilled many of my interests.

Timeline in Merlin:

  • Head of Marketing and Sales for Midway New Openings China: 2017 - Present
  • Marketing Manager at LEGOLAND® Discovery Center Shanghai: 2015 - 2017
  • Marketing Executive at Changfeng Ocean World: 2015
  • Marketing Executive at Madame Tussauds Beijing: 2014
  • Marketing Graduate Management Trainee at Madame Tussauds Beijing: Jan - March 2014
  • Marketing Graduate Management Trainee at Madame Tussauds Wuhan: Sept 2013 - Jan 2014
  • Marketing Graduate Management Trainee at Midway New Openings: Mar 2013 - Sept 2013
  • Marketing Graduate Management Trainee at THORPE PARK Resort: Sept 2012 - Mar 2013

Background:

  • Master of Science in Management, Warwick Business School – University of Warwick
  • Bachelor of Science (Hons) in Financial Economics, University of Leeds