Head of Membership & Loyalty - International

Location: London, Arbor

Hours: 37.5 hours per week

Contract Type: Permanent, salaried

The Head of International Membership & Loyalty leads the strategic direction, development, and performance of Merlin’s global membership and loyalty programmes. This role focuses on driving retention, acquisition, and customer lifetime value across key markets, ensuring our membership proposition remains competitive, commercially effective, and aligned with Merlin’s global vision.

You will oversee the evolution of benefits, recognition, communications, and community engagement, delivering consistent and compelling experiences across all touchpoints. Working closely with regional, central, and attraction teams, you will ensure programmes are insight-led, seamless, and value-driven, while optimising for growth, satisfaction, and profitability.

Key responsibilities include defining and delivering the international strategy, developing the global roadmap for benefits, pricing, and proposition enhancements, and using customer and market insight to maintain relevance. You will champion the end-to-end member journey, oversee recognition and engagement frameworks, and guide content and campaigns that strengthen advocacy and community engagement.

This role also includes commercial accountability, including tracking and optimising performance across loyalty metrics, supporting planning and forecasting, and driving continuous improvement. Collaboration is critical: you will work with internal teams and third-party partners to localise programmes effectively, enhance member value, and deliver integrated, world-class experiences.

• Proven experience leading membership, loyalty, or subscription programmes at scale across multiple markets.

• Strong track record in developing strategic roadmaps and driving commercial impact using data and insights.

• Experience managing budgets, forecasting, and reporting on programme performance.

• Skilled in digital engagement, community management, and customer lifecycle optimisation.

• Excellent communicator and influencer, with experience presenting to senior stakeholders and working with global teams.

• Strong leadership, collaboration, and relationship-building skills.

• Highly organised, proactive, and solutions-focused, able to manage multiple priorities in a fast-paced environment.

• Creative, detail-oriented, and insight-driven in decision-making.

• A competitive annual salary
• 33 days holiday (includes bank holidays)
• ‘Enjoy the Ride’ Merlin Annual Passes - 6 in total per year, 1 for you, plus 5 to gift to loved ones!
• Merlin Magic Pass - 20 free tickets for you, your family and friends to enjoy all of our Merlin Attractions across the world rising to 40 after a year’s service
• Company bonus
• Private pension scheme
• 40% discount online off LEGO
• 25% discount in our on-site retail shops and restaurants
• Ongoing training and development opportunities
• Plus, many more…