As the Brand Director: Merlin Brand & Brand Identity, you are the global guardian and architect of Merlin’s masterbrand — the creative force ensuring our purpose, “Bringing every family closer through play,” shines boldly and consistently across 140+ attractions worldwide.

You will define the global brand strategy, elevate the identity of Merlin and its attraction brands, and embed a unifying vision that connects millions of guests to unforgettable moments of joy, discovery, and imagination.

This role blends strategy + creativity + leadership at the highest level.

 What You’ll Own & Lead

1. Brand Strategy & Positioning

You will be the strategic heart of the Merlin masterbrand.
Your leadership will:

• Shape and drive the long-term brand strategy and positioning.

• Define brand purpose, architecture, and identity for Merlin and its diverse portfolio.

• Transform strategy into powerful frameworks that inspire marketing, comms, and experience teams.

• Tap into insights, tracking, and market intelligence to spot opportunities for differentiation and growth.

2. Brand Identity Leadership

Lead the creative expression of Merlin across every touchpoint.
You will:

• Create, evolve, and protect visual & verbal identity systems for the masterbrand and attraction brands.

• Oversee creative consistency across digital, guest experience, marketing, and environmental design.

• Collaborate with internal teams and IP partners to safeguard authenticity and impact.

3. Brand Governance & Compliance

Own the systems that keep the Merlin brand strong, clear, and consistent globally.
You will:

• Build and lead global brand governance structures and approval processes.

• Run audits and compliance programs to ensure brand excellence across markets.

• Partner with regions, attractions, and cross-functional teams to resolve inconsistencies and embed best practice.

4. Brand Activation & Implementation

You will lead the global rollout of the refreshed Merlin masterbrand — starting in the UK and expanding worldwide.
Your work ensures the Merlin brand shows up:

• Powerfully across digital ecosystems

• Consistently in marketing and media

• Seamlessly throughout physical and experiential environments

You will build long-term integration roadmaps that shape how guests experience the brand.

5. Systems, Tools & Training

You will enable the entire organisation to activate the brand confidently.
This includes:

• Building and maintaining digital brand platforms, asset libraries, and templates.

• Delivering training, workshops, and toolkits that empower global teams and agencies.

• Introducing processes that elevate visibility, efficiency, and creative effectiveness.

6. Storytelling & Partnerships

Strengthen Merlin’s reputation through elevated brand storytelling.
You will:

• Lead narrative development that deepens emotional connection with guests and partners.

• Build brand-led partnerships that amplify Merlin’s purpose and creative spirit.

7. Leadership & Influence

You are the face and voice of the Merlin brand across the business.
You will:

• Serve as the expert brand ambassador for senior leaders and global teams.

• Lead and inspire a team of strategists and identity specialists.

• Foster a culture of brand pride, collaboration, and creative excellence.

 Key Interfaces

 Experience & Qualifications

You’ll thrive if you bring:

• 10+ years in brand strategy or brand identity leadership, ideally in global consumer or entertainment environments.

• Proven success developing or transforming a masterbrand across a multi-brand ecosystem.

• Deep understanding of brand architecture, segmentation, and storytelling.

• Strong design sensibility and experience with digital, physical, and experiential brand expression.

• Expertise leading cross-functional and agency teams across markets.

 Skills & Strengths

• Strategic and commercially minded with creative intuition.

• Exceptional communication and stakeholder influence skills.

• Passion for creativity, brand mission, and delivering joyful guest experiences.

• Detail-focused, proactive, and able to balance governance with creative freedom.

Merlin Leadership Behaviours

You naturally demonstrate:

Soulfully Curious

A love of learning, diverse perspectives, and exploring new ideas.

Results Focused

Clear goals, accountability, and a commitment to excellence.

Extraordinary Teammate

Collaboration, communication, and celebration of collective success.

Develops People

Coaching, nurturing talent, and championing personal growth.

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.