This role can be based globally at any of our sites or attractions, providing it aligns with UK working hours (exc. APAC & West Coast USA).

A job with Merlin 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. But there are no tricks behind our magic. Instead, there are people like you. Passionate, dedicated people who are committed to making sure our worldwide attractions and guests’ experiences are the best they can be.

We are seeking a Global Brand Director to own the development and activation of two of Merlin’s much-loved brands. This role will be responsible for leading the development, roll out and governance of the Madame Tussauds brand and The Dungeons brand globally. Overseeing strategy and ensuring impactful activation, this role will be focussed on ensuring the brand strategies and plans fuel the future growth of Merlin and create extraordinary guest journeys from impactful and effective marketing activities to world class guest experiences.

Main Responsibilities

• Brand Strategy: Develop future-focused strategies that drive investment, guide marketing, and ensure clear brand differentiation through Brand Playbooks.
• Product & Experience Development: Own masterplans and investment roadmaps to enhance experiences, leading creative briefs for Merlin Magic Making and agencies.
• Consumer Insights & Advocacy: Champion consumer understanding, partnering with insight teams to inform decision-making and brand positioning.
• Creative Identity: Lead brand identity development, ensuring distinctive creative assets and content for effective market activation.
• Events & Entertainment Strategy: Define a strategic approach to events and entertainment, providing clear guidance and toolkits for local execution.
• Madame Tussauds Figure Planning: Oversee annual figure planning with relevant talent options and clear approval processes.
• Talent Management: Build strong celebrity and talent relationships to maximise brand value and long-term partnerships.
• Brand Governance & Revenue Streams: Maintain brand integrity through clear guidelines while driving commercial opportunities across F&B, retail, and accommodation.

• Bachelor’s degree in marketing, Business Administration, or related field with extensive senior brand development experience, particularly in entertainment, tourism, or leisure.
• 10+ years’ experience in brand development/management with proven examples of growing a brand via the creation of a relevant strategy and brand plans that have been successfully adopted and activated.
• Experience working on brands that activate globally with an understanding of cultural nuance preferred given the scale of the Merlin business.
• In depth experience of working with creative teams to create engaging and impactful content (ideally marketing and product).
• Ideally experienced in working with a partner IP/brand, with an understanding of how to create mutual value and ensure adherence to partner brand guidelines.
• Ideally experienced in working with brands that have activated in the real world with an understanding of how consumers engage and interact in these spaces.

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 can quickly become even better (our magic can help here).

If you have any questions or if you require any assistance, because of a disability or medical condition, please contact us by email at Recruitment@Merlinentertainments.biz and one of the team will get back to you as soon as possible.