The General Manager (of a Single Site or Cluster/Large) 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. 

Key Responsibilities:

• Drive a guest-first, data-driven culture to understand and anticipate guest needs

• Develop and execute a robust, multi-channel marketing strategy for products and experiences

• Segment and target customers, identifying new markets and audiences

• Role model guest-facing behaviors and act as a brand ambassador internally and externally

• Safeguard brand integrity across all PR and marketing activities

• Drive operational excellence to ensure attractions exceed guest expectations

• Ensure attractions operate at maximum efficiency with appropriate staffing levels

• Optimize revenue per capita (RPC), yield, and volume strategy across all channels

• Manage P&L performance, productivity strategy, and sustainable growth initiatives

• Deliver EBITDA growth, cost control plans, and long-term financial objectives

• Activate revenue levers and identify new growth and monetization opportunities

• Deliver capital projects on time, on budget, and in line with ROIC targets

• Drive innovation, proactively identify opportunities, mitigate risk, and adapt quickly

• Lead Health & Safety excellence, including risk management, business continuity, and crisis planning

• Maintain a low-risk operating environment with strong profit protection measures

• Drive employee engagement, meeting or exceeding company benchmarks

• Implement HR, talent management, DEI&A, wellbeing, and CSR initiatives

• Develop diverse talent pipelines, succession planning, and high-performance teams

• Lead with visibility, embody company values, and foster a culture of openness and safety

• Cascade relevant information effectively across teams

• Execute organizational change programs and group-wide best practices

• Build and sustain external partnerships with nonprofits, local businesses, and authorities

• Leverage customer insight, analytics, and route-to-purchase understanding to inform decision-making

• Manage leaders across diverse functions and operate effectively in matrixed environments

• Demonstrate proven leadership in complex operational businesses at varying stages of growth

• Perform additional duties as reasonably required within the scope of the role

Qualifications and Experience:

• Bachelor’s degree in Business, Management, Marketing, or a related field (preferred)

• Minimum of three years of management-level experience in a high–visitor-volume business

• Proven track record of delivering EBITDA targets for at least two years

• Experience working with children and families (preferred)

• Strong commercial and financial acumen with an operational mindset

• Demonstrated ability to drive business performance and achieve results

• Analytical and detail-oriented, with the ability to assess data while maintaining a big-picture view

• Resilient, confident, and able to challenge constructively with sound judgment

• Charismatic, creative leader who inspires innovation and engagement

• High energy with the discipline and focus to execute effectively

• Adaptable and flexible in fast-paced, changing environments

• Operates with integrity, purpose, and strong self-awareness

• Growth mindset with empathy and strong emotional intelligence

• Exceptional relationship-building, influencing, and negotiation skills

• Collaborative team player with the ability to contribute independently at a high level

• Strong commitment to exceptional guest service and customer experience

• Effective communicator who thrives in dynamic, high-pressure environments