ROLE SUMMARY

As the Senior Marketing Manager for an attraction/s, you will play a key part in developing and
implementing innovative, data-driven marketing campaigns and activations that drive consumer demand
for your attraction/s, to achieve revenue targets and enhance the guest experience for your attraction/s,
whilst maximizing marketing ROI.
You will be part of the Marketing Business Partner team for your attraction/s working closely with its
Operational teams – so a deep understanding of the attraction/s and its guests are essential. You will also
need to be an excellent communicator and networker and enjoy working in a matrix/ team with other
colleagues, some of whom may be based in other locations or regions. This matrix is made up of
Marketing specialist teams such as E-commerce & Digital Marketing, Corporate Affairs, Global Brand,
Content and Partnerships, as well as other non-Marketing function specialist teams such as Strategy &
Commercial, Revenue Management, Indirect Sales (Trade), Finance, People and Merlin Magic Making
(the innovation arm of Merlin). The key to success will be working together in a collaborative team to
deliver the revenue and guest experience results for your attraction/s and contribute to your region’s
annual targets.
You will be based at your attraction/s and report to the Head of Marketing/ Marketing Director of your
attraction/s - but are a member of the Global Marketing function report ultimately into our Global Chief
Marketing Officer. This role requires a dynamic and passionate marketer with a “can-do” attitude, a good
understanding of both digital and traditional marketing, a strong commercial focus and drive for results.
As a Marketing function at Merlin, we take immense pride in how we work with our colleagues to help
deliver the business’ strategic goals and ultimately a great guest experience. A key element of this is our
ability to partner with teams outside our function to provide expertise. The essence of business
partnering (be it with our operations or with other functional teams) is less about reporting lines and
more about ways of working. Every partnering role will have a 'functional home' and an 'operational
home'. A functional home will be where the specialist community of the function resides and will
provide guidance on latest thinking, consistent tools and templates and will be a forum for knowledge
sharing. On a day to day basis, the 'operational home' is the function / region the role supports. This will
continue to remain the key relationship the partners need to build and nurture. This is where the role
will spend the majority of time and will remain accountable to provide the service required. For clarity,
the formal reporting line will be to the function. The partnering role will be the conduit between the
business and the specialisms. This is a role that embodies the essence of the future ways of working for
Merlin and will be a critical enabler of success for our business.

KEY ACCOUNTABILITIES
Marketing Strategy: Be a key contributor in developing the marketing strategy for your attraction/s (led
by the Marketing Director/ Head of Marketing) aligning with the company’s overall business objectives.
Ensure a cohesive and impactful brand presence across your market.
Campaign Planning & Activation/Execution. Lead the planning, development, and activation/execution
of compelling integrated marketing campaigns for your attraction/s that are aligned to the marketing
strategy and annual plan. Deliver experiences that engage and inspire the target audiences and deliver
on customer, brand and commercial objectives.
Regional Marketing. Work as a team with your regional marketing peers and colleagues to support your
Marketing Director and attraction/s operational lead by developing marketing plans that deliver our
attraction/s objectives. Drive relevance and effectiveness by ensuring any global activity is adapted
effectively to meet the needs of the local market. Use frameworks provided for regional teams to help
achieve local marketing goals and build best practice.
Brand Management: Work closely with the Global Brand to align marketing efforts with brand strategies
& frameworks and drive brand growth. Ensure consistent brand messaging and identity across all
marketing activity.
Cross-Functional Collaboration. Deliver our marketing objectives by embracing matrix working and
building partnerships across Merlin and with external agencies to ensure strategies are integrated across
all customer touchpoints.
Customer Insights & Analytics: In collaboration with the Global Insights team, drive customer
engagement by putting target customers at the heart of marketing plans, ensuring a deep understanding
of customer behaviour, market trends, and the competitive landscape.
E-Commerce & Digital Marketing. Work closely with E-Commerce & Digital Marketing, and Content, to
build cohesive, compelling plans that deliver our objectives for our e-commerce and digital channels,
focusing on growing traffic, reach, engagement and conversion.
Leadership. Lead and develop any direct reports you may have and role model Merlin values and
behaviours to all team members around you, helping to foster a culture of creativity, collaboration, and
excellence.
Measurements & Budgets: Provide regular reporting and insight to senior leadership, making datadriven recommendations for continuous improvement. Help to manage the attraction/s marketing
budget, ensuring optimal allocation of resources across campaigns and regions with no overspends.

EXPERIENCE AND QUALIFICATIONS
• 5+ years of experience in marketing roles, ideally within entertainment, hospitality, tourism, or
retail sectors.
• Excellent verbal and written communication skills
• Proven success in developing and executing integrated marketing campaigns
• Experience working within complex organizations and collaborating with different teams,
balancing priorities.
• Leadership and people management skills, with experience in managing and developing people,
directly or indirectly.
• Strong analytical and strategic thinking abilities, with a track record of using data-driven insights
to inform marketing strategies.
• Excellent stakeholder management
• Proven experience managing marketing budgets and demonstrating marketing ROI. Robust
commercial understanding in particular the role marketing plays in business performance.
• A passion for the entertainment and tourism industry, with a customer-first approach to
marketing.

MERLIN VALUES

We Care
• Go above and beyond for both guests and colleagues, showing thoughtfulness in every
interaction.
• Uphold uncompromising standards of safety, security, and welfare, prioritising the well-being of
everyone.
• Actively contribute to making a positive impact on the environment and local communities,
demonstrating social responsibility in all decisions.

Own Your Craft
• Continuously sharpen your expertise, seek personal growth, and help others to develop in their
roles.
• Actively listen to feedback and integrate it into improving performance.
• Stay curious and draw inspiration from both the industry and the broader world to keep at the
cutting edge of entertainment.

Drive and Discover
• Take ownership of your work, delivering excellence by seeing tasks through to completion.
• Prioritise tasks that have the greatest impact, focusing on quality over quantity.
• Proactively explore new opportunities to improve guest experiences, taking calculated risks to
drive innovation.

Go Together
• Foster strong, trusting relationships by collaborating with colleagues across teams, locations,
and cultures.
• Work together to solve problems, leveraging diverse perspectives to find the best solutions.
• Commit to decisions once made, and act swiftly to drive progress and deliver results.

Enjoy the Ride
• Bring a sense of fun, positivity, and energy to the workplace, creating a joyful environment.
• Support and encourage others during challenges, viewing setbacks as opportunities to learn and
grow.
• Cultivate a welcoming atmosphere where people feel valued, included, and like they belong