Senior App Manager

Location: London, Arbor

Hours: 37.5 hours per week

Contract Type: Permanent, salaried

The Senior App Manager is responsible for maximising the performance, adoption, and commercial impact of Merlin’s global app portfolio. You will lead the optimisation, experimentation, and continuous improvement of the app experience, ensuring it supports Merlin’s strategic goals and delivers measurable uplift in engagement, conversion, and revenue.

As the business owner of the app channel, you will translate insight into action, shape the roadmap based on evidence, and drive rigorous performance management across all markets. Working closely with Tech, CRM, Marketing, Data, and GTM teams, you will embed best practice in experimentation, scale the app operating model, and ensure the app consistently delights guests while driving commercial outcomes.

Key responsibilities include owning the commercial performance of the app, identifying optimisation opportunities across the full customer journey, leading a structured experimentation programme, and translating data and insights into actionable recommendations. You will collaborate with global and regional teams to share learnings, scale proven improvements, and ensure alignment with global priorities.

This role also involves reporting on performance, KPIs, testing outcomes, and commercial impact to senior stakeholders, providing evidence-driven insight to support planning and strategic prioritisation.

• Experience in digital optimisation, app performance management, or conversion rate optimisation.

• Proven track record running A/B tests, personalisation, or behavioural experiments.

• Strong analytical skills with the ability to translate data and insight into actionable recommendations.

• Understanding of app ecosystems, digital marketing, and customer lifecycle management.

• Experienced with analytics and reporting tools to measure performance and guide decisions.

• Skilled in working across matrix or cross-functional organisations, collaborating with multiple teams and regions.

• Excellent communication and stakeholder management skills.

• Highly organised, proactive, and results-oriented, with a continuous improvement mindset.

• Adaptable and comfortable operating in a fast-paced, evolving environment.

• 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…