Jobs
Portuguese native Tiago Mogadouro takes the helm at Madame Tussauds New York
NEW YORK – Tiago Mogadouro, a Portuguese native with 15 years of experience working with entertainment and sports organizations on both sides of the Atlantic, has been named general manager of one of New York City’s most unique attractions, the Madame Tussauds wax museum.
“Madame Tussauds is an internationally recognized brand, and I’m very proud to have arrived here and to now be at the helm of the New York museum,” said the Porto native, who moved to New York City in March 2020 to take on the role of senior marketing manager at the museum that displays life-like wax figures of famous and historical figures, as well as popular film and television characters played by famous actors.
A little over a year later, he was named head of marketing, a position he held until this December, when he was promoted to general manager.
“This promotion is the recognition of my work and dedication to Merlin Entertainments since 2016,” Mogadouro told O Jornal.
The Madame Tussauds museums are part of Merlin Entertainments, a British entertainment company that operates theme parks and tourist attractions around the world, including the SEA LIFE aquarium in Porto, where Mogadouro served as marketing manager before moving to the United States.
“Ever since I joined SEA LIFE Porto, I’ve always had good results and a strong desire to do more than my title suggested,” he said. “This desire has been rewarded not only with internal promotions, but also with learning opportunities through the company’s internal programs.”
Mogadouro’s work within the sports world includes stints as marketing and communications manager for the Portuguese Swimming Federation and project manager and co-founder of Chlorus, a news portal for swimming, water polo and synchronized swimming.
He holds a bachelor’s degree in Marketing from Porto Accounting and Business School at Porto Polytechnic Institute, a bachelor’s degree in Business Administration and Marketing Management from the Copenhagen Business Academy and a master’s degree in Communication Sciences from the University of Porto.
While he was still pursuing his studies, he spent six months at the Walt Disney World in Florida, working as a recreation team member.
“My first ‘real job’ was at Disney in Orlando in 2008,” he said. “There, I had the opportunity to get to know the world of entertainment, theme parks and attractions from the inside, and I became a fan,” he said.
What are Mogadouro’s priorities as Madame Tussauds N.Y. general manager?
Mogadouro said the opportunity to take the helm at Madame Tussauds comes with one main responsibility: making sure his team does more and better than ever before.
“My priority is to make sure that all the teams I lead have the tools and knowledge they need to do their jobs and that we are all aligned in making Madame Tussauds New York the best museum experience in NYC,” he said. “It’s a big challenge, given the competition and the excellent level of the competitors around us, but it’s something we believe in and work towards every day.”
He revealed that nothing gives him more joy and professional fulfillment than seeing the satisfaction of museum visitors when they experience something that has been idealized and worked on for years.
“Witnessing an unforgettable family moment provided by our experience is unparalleled and gives me immense satisfaction,” Mogadouro said.
There are more than 20 Madame Tussauds museums worldwide, including five in the United States. The New York location, in the heart of Times Square, is home to more than 200 figures.
“Over the next few years, we will continue to add wax figures of celebrities who are relevant to the world and the city of NYC to our collection,” Mogadouro said.
Mogadouro says wax figure of Cristiano Ronaldo is at the top of his list
As head of the marketing department, Mogadouro was directly involved in the launching campaigns of the wax figures of more than 30 celebrity personalities, including Cristiano Ronaldo, Mariah Carey, Harry Styles, Beyoncé and Matthew McConaughey.
“As head of marketing, I had the opportunity to manage many new figure creation processes, so I got to know quite a few celebrities along the way,” he said.
As far as Cristiano Ronaldo’s wax figure goes, he was not only responsible for writing the brief, but he also worked internally to make sure the pose was right.
“I designed not only the launch, but also the museum experience associated with the figure,” he said. “So, naturally, this figure is at the top of my list.”
Mogadouro developed the campaign to launch the wax figure in partnership with Turismo de Portugal, the National Tourism Authority of Portugal.
He said he still has fond memories of the moment Cristiano Ronaldo took over Times Square in November 2022 to share an exclusive glimpse at his new wax figure on the big screens.
“What struck me most was the moment of silence I witnessed in Times Square at the time of the campaign,” he said. “I think everyone who was there felt it and it’s hard to describe. Being in the busiest square in the world, with the typical pre-Christmas bustle, where there’s always noise and movement, and then, from one moment to the next, everyone stopping and being silent to see what we had prepared together, was undoubtedly remarkable.”
Mogadouro said he still remembers how Luis Araújo and Lídia Monteiro of Turismo de Portugal said that this was a made-in-Portugal project, and it was only possible because the Portuguese were involved.
“It was a plan several years in the making, executed in half a dozen days, and the red eyes in the photos at the time prove it,” Mogadouro said. “It was undoubtedly an unforgettable moment for everyone involved and something I’ll remember with a big smile until the end of my career,” he said.
Madame Tussauds New York is also home to wax figures of Lusodescendent singers Shawn Mendes and Katy Perry.
Will there be any plans to add other figures connected to the Portuguese world?
“As a Portuguese, I would certainly like to,” he said. “However, at the moment we have no plans to add any more Portuguese figures to our collection.”
How long does it take to make a wax figure at Madame Tussauds?
According to Mogadouro, the creation of each wax figure usually takes 12 months – from the moment the measurements are taken, all details are confirmed with the celebrities, and the figure is finished.
“It’s a manual process,” he said. “We still use the same techniques that our founder, Marie Tussauds, used 250 years ago. So, we have a team of 100 artists working in the studio in London to create the figures we add to the museum.”
What has Madame Tussauds N.Y. planned for 2025?
A wax figure of SpaceX and Tesla CEO Elon Musk is the newest addition at Madame Tussauds New York.
In 2024, the museum also unveiled wax figurines of Mariah Carey, Drew Barrymore, Selena Gomez, Andy Cohen, and Drake, among other celebrities.
“In 2025, we expect to launch between 10 and 12 new figures again,” Mogadouro said. “In the pipeline, among others, is the [Brazilian soccer player] Vinicius Jr. figure.”
What’s on Mogadouro’s personal bucket list?
“Right now, my goal is to do an excellent job as the museum’s general director,” he said. “I wouldn’t say it’s an easy task, so right now this is the project I’m focusing on. In the future, maybe I’ll return to Portugal.”
For more information about Madame Tussauds New York, visit madametussauds.com/new-york.
Knicks Defense Expected to Improve
Trump says he won’t ‘do business’ with countries that refuse to take back migrants: ‘I want them out’
Knicks’ Tom Thibodeau Gives Players ‘Hugs Every Day’
Kathy Hochul declares state of emergency in several NY counties over lake-effect snowstorm
Portuguese native Tiago Mogadouro takes the helm at Madame Tussauds New York
Knicks Superstar Responds To Trae Young’s Dice Rolling Celebration On New York’s Logo
Knicks may acquire Heat’s aging $146 million All-Star via trade | Sporting News
Mitchell Robinson’s New Timeline Could Change Knicks Trade Market
Knicks Waste Karl-Anthony Towns History in NBA Cup Loss
