Direct Sales Director – International

Career Level: B1
Division: Consumer Proposition
Reporting to: SVP Consumer Proposition

Bring Joy. Create Connections. Make Memories.

A job with Merlin Entertainments isn’t like a job anywhere else. With attractions around the world, from rollercoasters to wax figures, we don’t trade in suits, handshakes or briefcases. We trade in fun. In smiles, shrieks and spine-tingles. In memories. In magic.

Behind that magic are passionate, commercially minded leaders who ensure our global attractions and guest experiences are the very best they can be. We are now seeking one of those leaders to join us as Direct Sales Director – International.

The Role

This role provides senior commercial leadership for Direct Sales across Merlin’s International region, with full accountability for revenue, conversion and margin performance across all direct-to-consumer channels.

As the region’s primary commercial owner, you will define and execute a growth strategy that strengthens Merlin’s direct business, increases profitability and reduces reliance on indirect channels. You will lead performance across the digital estate, ensuring customer journeys, content, merchandising and propositions are commercially sharp and conversion-focused.

This is a high-impact role for a strategic yet hands-on commercial leader who thrives at pace, enjoys solving complex challenges and knows how to unlock immediate revenue while building sustainable long-term growth.

Operating across a multi-brand, multi-attraction region, you will influence senior stakeholders across digital product, marketing, operations, GTM, CRO, CRM and technology, while leading a multi-disciplinary regional team aligned behind a single, high-performing direct sales agenda.

Key Accountabilities

Commercial Leadership & Strategy

• Set the regional direct sales vision, aligned to Merlin’s global consumer strategy and regional commercial priorities.

• Own all direct-channel revenue, margins and conversion performance, delivering annual and in-year targets.

• Shape and prioritise growth initiatives across web, app, onsite, call centre and kiosk channels.

• Identify and champion new direct revenue streams, product innovations, channel partnerships and go-to-market opportunities.

• Provide senior oversight and challenge to eCommerce operations, removing bottlenecks and resolving risks at pace.

Channel Optimisation & Delivery

• Govern trading performance across all direct-to-consumer touchpoints, ensuring seamless, optimised customer journeys.

• Drive excellence in pricing execution, promotional governance, merchandising standards and product presentation.

• Partner with CRO teams to prioritise and execute experiments that materially improve revenue and experience.

• Act as senior escalation point for digital performance issues, working closely with Technology and Digital Product.

• Ensure landing pages, content, product structures and customer flows are commercially strong and brand aligned.

Team Leadership & Capability Development

• Lead, inspire and develop a high-performing regional direct sales team with clear objectives and strong ownership.

• Provide senior leadership across multiple markets, embedding consistent standards and shared best practice.

• Foster a performance-driven culture grounded in data, trading discipline and commercial accountability.

• Build direct sales capability across the region, strengthening skills in merchandising, analytics, optimisation and storytelling.

Insight, Reporting & Governance

• Lead commercial insight generation across direct channels to inform decision-making and investment.

• Establish robust governance for pricing, discounting, promotions and sales compliance.

• Deliver senior-level reporting, performance updates and risk assessments with clear recommendations.

• Drive organisational alignment around the levers that accelerate direct revenue growth.

About You

You are a confident, commercially astute leader with deep experience driving performance across direct-to-consumer channels in complex, multi-market environments.

You’ll bring:

• Extensive senior commercial leadership experience within consumer-facing or multi-market organisations.

• A proven track record of delivering revenue growth through direct sales channels.

• Experience leading senior managers and multi-disciplinary teams.

• Strong capability in digital sales optimisation, forecasting and data interpretation.

• Confidence operating within matrix structures across regions or brands.

Leadership at Merlin

Our leaders are:

• Soulfully Curious – open-minded, inquisitive and eager to learn.

• Results Focused – accountable, decisive and performance driven.

• Extraordinary Teammates – collaborative, supportive and enterprise minded.

• Developers of People – committed to coaching, growth and talent development.

Why Join Merlin?

This is a rare opportunity to own and scale direct sales performance across an international region within one of the world’s most recognisable entertainment businesses. You will have real commercial accountability, senior influence and the chance to shape how millions of guests discover, book and experience Merlin attractions every year.