Public Relations Specialist

Scope of Work (JOB PURPOSE)

As PR Specialist, you'll be responsible for telling the LEGOLANDregistered Dubai Resort story to the outside world, driving awareness, excitement, and positive coverage across local, regional, and select international markets. From media titles and online publications to influencers and VIPs, you will build relationships, shape stories, and create moments that keep LEGOLANDregistered top of mind for families planning their next day out or holiday.

This is a hands-on role in a fun, fast-paced environment where creativity, energy, and resilience are essential. You'll play a direct role in boosting footfall to the parks and hotel during a highly competitive trading period.

Main Responsibilities

• Develop and deliver a proactive PR plan that secures consistent, positive coverage across print, broadcast, digital media, and influencer platforms.
• Manage day-to-day press office activity: drafting press releases, responding to media enquiries, and nurturing strong relationships with journalists and content creators.
• Identify, brief, and manage influencers to support campaigns, launches, and seasonal events.
  
• Coordinate and host press events, influencer activations, and VIP experiences in-park.
• Support crisis communications, ensuring clear, timely, and brand-safe responses.
• Liaise closely with the Director of Sales & Marketing, Dubai Parks Destination Management team, and Merlin Entertainments Group Corporate Communications to align PR efforts with wider strategies.
• Collaborate with Sales, Guest Services, and Events teams to integrate PR into broader guest experience initiatives.
• Monitor and report on media coverage and influencer performance, providing actionable insights to improve ROI.
• Represent and protect the LEGOLAND Dubai voice across all PR activities, ensuring tone is fun, family-friendly, and brand-consistent.

Health & Safety

Managers/Supervisors are responsible for all aspects of Health, Safety & Security within their department, in line with the Group Policy (HS001). In particular, they must ensure that risk assessments have been carried out, that safe working procedures are in place for all work activities and that all employees under their management are aware of the Group Health, Safety and Security Policy and their obligations under it. They must ensure that safe working practices are monitored, and that risk assessments and procedures are reviewed regularly. Where incidents do occur, they must ensure that they are investigated appropriately and that where necessary, corrective action is taken to ensure that such incidents are not repeated.

Qualifications, Experience, & Skills

• Bachelor's degree in communications, Media, PR, or related field.
• 3–5 years of PR experience within leisure, hospitality, entertainment, or agency environments.
• Fluent in Arabic and English (written and spoken) – essential.
• Strong network of local media and influencer contacts; international media experience is a plus.
• Demonstrated success in planning and executing PR and influencer campaigns.
• Excellent writing, storytelling, and communication skills.
• Strong organizational and project management abilities.
• Confident working under pressure, managing shifting priorities, and delivering results.