Global Social Media & Influencer Director (FTC / 12 month maternity cover)

Location: Global (must align with UK operating hours)

Contract: (FTC / 12 month maternity cover) 
Career Level: B2
Division: Growth
Reporting to: SVP Global Marketing

Our Purpose

Bring joy, create connections, make memories.

Our Vision

To be the global leader in branded entertainment destinations, the greatest place to work & play.

At Merlin Entertainments, we’re home to some of the world’s most iconic attractions and brands. Millions of guests connect with us every year. Social media plays a powerful role in how those connections are created, shared, remembered.

We’re now looking for a Global Social Media & Influencer Director to define and lead our global organic social and influencer strategy, bringing our brands to life across platforms, markets, cultures.

The Role

As Global Social Media & Influencer Director, you’ll own the global organic social media vision for Merlin, driving brand awareness, engagement, loyalty across our entire portfolio of attractions.

You’ll lead a high-performing global social team, partner closely with marketing, brand, ecommerce, insights teams, ensure our social presence is creative, fun, engaging, unmistakably Merlin. From always-on optimisation to standout global campaigns, influencer partnerships, you’ll shape how millions of guests experience our brands every day.

What You’ll Be Responsible For

Social Media & Influencer Strategy

• Define, deliver a compelling global organic social media strategy across platforms including Facebook, Instagram, TikTok, YouTube, X (Twitter), LinkedIn.
• Establish best practice for influencer, creator usage, guiding markets on how to deploy partnerships most effectively across regions, platforms.

Campaign Planning & Execution

• Oversee the planning, execution, optimisation of global social media campaigns supporting launches, promotions, events, brand initiatives.

Optimisation & Growth

• Continuously assess channel, campaign performance, driving always-on optimisation.
• Identify growth opportunities through experimentation with new formats, platforms, content, creative approaches.

Influencer & Partnerships

• Build, scale Merlin’s global influencer, partnership programme.
• Develop strong relationships with influencers, creators, brand ambassadors, partners to extend reach, deepen engagement.

Brand Voice & Community

• Partner with Brand, Content teams to ensure a consistent global tone of voice aligned with Merlin’s brand strategy.
• Work closely with community response teams to foster positive engagement, manage negative sentiment appropriately.

Performance & Insights

• Establish a best-in-class social performance framework with clear KPIs.
• Deliver regular reporting with data-backed insights, recommendations, optimisations.

Cross-Functional Collaboration

• Collaborate with Digital Marketing, Corporate Affairs, Creative, Content, Ecommerce, Insights teams to ensure joined-up execution across guest touchpoints.

Innovation

• Stay ahead of digital, social trends, technologies, market dynamics.
• Champion innovative ways to bring Merlin’s brands to life across ecommerce, digital platforms.

Leadership

• Lead, coach, develop a high-performing global social team.
• Foster a culture of creativity, collaboration, excellence.
• Play an active role within the senior leadership community across Global Marketing, the wider business.

Who You’ll Work With

• Global Creative, Media teams on omni-channel marketing plans
• Global Content, Ecommerce teams on creative output, guest journeys
• Global Insights to ensure customer-led decision making
• Corporate Affairs on social governance, issue management
• Regional GTM Leads to embed best practice locally
• Global Director of Performance Marketing on paid, organic balance

What We’re Looking For

Experience & Qualifications

• 8–10+ years’ experience in social media, digital marketing, brand communications, with at least 3 years leading global social strategies.
• Proven success delivering social campaigns that drive engagement, brand awareness, loyalty.
• Experience managing social media for large, consumer-facing brands, ideally within entertainment, travel, hospitality.
• Strong hands-on experience with social analytics, management tools (e.g. Sprout, Hootsuite, Brandwatch, Google Analytics, Sprinklr).

Skills & Competencies

• Deep understanding of social platforms, algorithms, organic growth best practices.
• Inspirational leadership style with the ability to guide, motivate creative, diverse teams.
• Highly creative mindset paired with strong commercial, brand judgement.
• Data-led decision maker, confident translating insight into action.
• Excellent written, verbal communication skills with a strong storytelling instinct.

How We Lead at Merlin

We’re looking for leaders who consistently demonstrate our core behaviours:

• Soulfully Curious – open-minded, inquisitive, eager to learn
• Drives Performance – ambitious, accountable, results-focused
• Extraordinary Teammate – collaborative, inclusive, supportive
• Develops People – committed to coaching, growth, long-term talent development

Why Join Merlin?

You’ll have the opportunity to shape how some of the world’s most loved entertainment brands show up on social, connecting with guests in meaningful, memorable, creative ways at a truly global scale.

If you’re a senior social leader ready to make an impact across brands, platforms, cultures, we’d love to hear from you.