Description

Join our WildBrain CPLG team, part of the global WildBrain organization, to make us part of your story! WildBrain CPLG is a world-leading entertainment, sport and brand licensing agency, with 22 offices in the UK, Europe, India, the Middle East, the US and Asia. With over 45 years of experience in the licensing industry, WildBrain CPLG provides its clients with dedicated licensing and marketing professionals and fully integrated product development, legal and accounting services. WildBrain CPLG believes that collaboration is about clarity, openness and trust, and is widely known for its no-nonsense, straightforward approach. 

About the Role 

We are seeking a collaborative, hands-on LBE Retail Manager to manage the end-to-end development of merchandise programs across Location-Based Entertainment (LBE) projects in Greater China, Asia Pacific, and EMEA. Based in Shanghai, this role ensures that each licensee’s retail program is delivered efficiently and effectively from initial planning through to venue launch and post-opening support, including readiness tracking and product performance insights.

The LBE Retail Manager plays a central role in driving the success of each licensee’s retail program — guiding product strategy, advising on OEM sourcing and inventory planning, managing submission approvals, and shaping the retail display, assortment, and guest experience. You’ll be the connector between creative vision and commercial execution, ensuring everything is delivered on-brand, on-time, and with strong guest impact.

This is an execution-focused role at the intersection of IP licensing, experiential retail merchandising, and guest experience delivery. You will oversee the full lifecycle of experiential retail — from early planning through to launch and post-opening support — with a focus on visual merchandising input, readiness tracking, and product performance insights.

Working closely with licensees, Licensor brand teams, and CPLG’s internal LBE, CP, and Marketing teams, you’ll manage the process and facilitate alignment across all parties — ensuring each retail experience is delivered on-brand, on-time, and with high impact. The role requires strong collaboration, practical problem-solving, and attention to detail to maintain quality, engagement, and brand consistency across markets.

Job Description

Retail Planning & Licensee Guidance

• Lead retail planning discussions with licensees to define product categories, SKU count, pricing strategy, and guest-facing retail tailored to each LBE venue
• Guide retail storytelling, IP integration, and product strategy to ensure alignment with brand values and guest demographics
• Share best-practice benchmarks and support retail planning with data and practical tools and processes

OEM Sourcing & Product Development Support

• Support licensees in identifying qualified OEM vendors 
• Review samples and production plans to ensure product safety, compliance, and design integrity
• Help resolve manufacturing, quality, or timeline issues before they escalate

Submission & Approval Oversight

• Manage and coordinate the review process for product and packaging designs to ensure all SKUs meet brand and legal requirements before submission to the Licensor
• Track SKU development and approvals using internal tools and ensure timely follow-up across all stakeholders

Inventory Planning & Import/Export Coordination

• Support licensees in developing realistic inventory forecasts based on store size, guest capacity, seasonality, and launch timing
• Provide input on pre-launch logistics planning — including critical path timelines for shipping, bonded warehousing, labelling, product testing, and compliance documentation
• Coordinate with licensees and their logistics partners to flag risks, align on lead times, and help ensure retail products are delivered and stocked on schedule

Retail Display & In-Venue Execution

• Review shop layouts, product placement plans, and visual merchandising to advise on ways to maximize brand impact and guest engagement
• Share best practices on POS signage, packaging presentation, and upsell opportunities
• Provide feedback to support a cohesive retail experience that aligns with the broader LBE environment

Retail Readiness & Opening Support

• Monitor readiness ahead of launch — from product deliveries and display setup to staff training on merchandise and brand messaging
• Participate in pre-opening visits or remote checks to ensure alignment with brand and operational standards

Post-Launch Optimization

• Track sales and inventory turnover; support licensees in identifying strong performers and areas for improvement
• Provide input on seasonal refresh planning and product lifecycle management
• Share insights across internal CPLG, licensor and licensee teams to support continuous improvement

Requirements

• Bachelor's degree in business, Retail Management, International Trade, or related field
• Minimum 4 years of experience in retail merchandising, OEM product development, or location-based entertainment retail
• Experience supporting experiential venues such as theme parks, museums, attractions, pop-ups, or retail entertainment environments
• Deep understanding of sourcing, safety compliance, and international logistics (especially China/APAC)
• Strong project management, stakeholder communication, and executional follow-through
• Fluent in Mandarin and English (spoken and written). Please apply with an English CV. 
• Proficient in Excel and inventory tracking tools; comfortable managing SKU libraries and approvals
• Willing to travel for site visits, openings, and factory inspections across supported regions