What you'll bring to the team
Role Summary
The Go-To-Market Director (UK South) is the senior commercial leader responsible for driving revenue growth, market share, and guest demand across one of Merlin’s most strategically significant regions.
This role owns the end-to-end go-to-market strategy, orchestrating all growth levers including performance marketing, brand, PR, digital commerce, partnerships, and distribution. With accountability for a high-value portfolio of world-class attractions, this leader will translate insight into action—delivering integrated, data-driven strategies that elevate brand presence, deepen guest engagement, and unlock sustainable commercial growth.
The successful candidate will not only deliver against ambitious revenue targets but will consistently outperform the market—strengthening Merlin’s leadership position within the family and leisure sector.
Key Accountabilities
Strategic Leadership & Commercial Ownership
- Define and execute the UK South go-to-market strategy across a portfolio including flagship attractions such as LEGOLAND Windsor, Chessington World of Adventures, Thorpe Park, and the London Cluster.
- Own delivery of significant revenue and EBITDA targets, driving performance through a clear, insight-led commercial strategy.
- Act as the senior commercial voice for the region, shaping competitive positioning and identifying new growth opportunities.
Integrated Planning & Execution
- Lead cross-functional planning across pricing, promotions, media, creative, partnerships, and digital channels.
- Deliver high-impact campaigns that balance brand storytelling with performance-driven outcomes.
- Ensure all initiatives are customer-led, data-informed, and measurable against defined KPIs.
Commercial Optimisation & Growth
- Partner with Revenue Management and Digital teams to optimise pricing, conversion, and channel performance.
- Drive innovation across product launches, seasonal activations, and lifecycle marketing.
- Continuously identify opportunities to enhance market share, guest acquisition, and lifetime value.
Leadership & Team Development
- Build, inspire, and lead a high-performing go-to-market team, fostering a culture of accountability, creativity, and continuous improvement.
- Champion cross-functional collaboration, ensuring alignment across marketing, operations, finance, and brand teams.
Guest & Market Insight
- Leverage consumer insights, market trends, and competitive intelligence to shape strategy and decision-making.
- Embed the voice of the customer into all planning and execution, ensuring relevance across both domestic and international audiences.
Key Stakeholder Interfaces
This role operates at the center of a highly matrixed organisation, partnering with:
- Cluster & Property General Managers – Aligning on targets, planning, and delivery
- Brand & Creative Teams – Ensuring consistency, impact, and brand integrity
- Revenue Management & Pricing – Driving yield, conversion, and pricing optimisation
- Digital & eCommerce – Enhancing customer journeys and digital performance
- Insights & Strategy – Embedding analytics, testing, and performance measurement
- Operations & Guest Experience – Aligning commercial plans with on-site delivery
- Finance – Managing forecasting, ROI, and investment decisions
- PR & Communications – Amplifying brand presence and reputation
- Partnerships & Distribution – Expanding reach through trade, OTAs, and strategic alliances
Qualifications & Experience
Experience & Qualifications
- Proven leadership experience in go-to-market, commercial strategy, or growth roles within consumer-facing industries (e.g., entertainment, travel, retail).
- Demonstrated success in delivering revenue growth and market share through integrated, multi-channel strategies.
- Expertise across key disciplines including performance marketing, brand, pricing optimisation, and customer acquisition.
- Experience operating within complex, matrixed organisations and managing high-profile portfolios.
- Strong understanding of consumer dynamics within competitive leisure or destination markets.
Skills & Capabilities
Commercial & Strategic Excellence
- Highly analytical with a strong ability to translate insight into impactful commercial strategies.
- Deep commercial acumen with a relentless focus on growth and performance.
Leadership & Influence
- Inspirational leader who builds alignment, drives engagement, and delivers through others.
- Strong stakeholder management across global and cross-functional teams.
Executional Agility
- Able to balance strategic vision with operational execution in a fast-paced environment.
- Data-driven mindset combined with creativity and a passion for exceptional guest experiences.
Leadership Behaviours
- Soulfully Curious – Seeks diverse perspectives, challenges thinking, and embraces continuous learning.
- Results Focused – Sets clear goals, drives accountability, and consistently delivers against targets.
- Extraordinary Teammate – Collaborates openly, supports others, and contributes to a high-performing culture.
- Develops People – Invests in talent, coaches effectively, and builds future leaders.
Benefits
We’re growing fast and alongside a fun and friendly environment, we offer a fabulous package and amazing prospects – ideal if you’re already fantastic and want to become even better (our magic can help here). Benefits include Pension, Life Assurance, discretionary company bonus, 25 days’ holiday and, of course, a Merlin Magic Pass which gives you and your friends and family free admission to all of our attractions worldwide, as well as 25% discount in our retail shops and restaurants and 40% discount on LEGO.
Pay Range
Competitive
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