Role Overview

The General Manager is the senior operational and commercial leader for a single attraction or cluster, accountable for delivering exceptional guest experiences while achieving short- and long-term financial performance, including EBITDA growth.

This role leads the execution of attraction strategy, drives a guest-first culture, and ensures every team member lives Merlin’s values. As a visible, hands-on leader, the General Manager balances commercial ambition with operational excellence, safety, and people leadership in a dynamic, high-volume environment.

Attractions operate year-round; flexibility to work weekends and holidays is an essential part of leadership presence.

Key Accountabilities

Guest Experience & Brand Leadership

• Champion a guest-first, insight-led culture, using data to understand guest needs and continuously elevate experiences.

• Act as a Brand Ambassador, role-modelling guest-facing behaviors internally and externally.

• Safeguard the Merlin brand across all PR, marketing, and on-site experiences.

• Ensure guest satisfaction scores consistently meet or exceed company benchmarks.

Commercial & Financial Performance

• Own full P&L accountability, driving sustainable revenue growth, RPC optimization, and margin improvement.

• Deliver EBITDA targets, 5-year plans, and disciplined cost control strategies.

• Lead pricing, yield, and volume strategies to maintain competitive advantage and grow market share.

• Activate Midway and ancillary revenue levers to unlock new income opportunities.

Strategy, Marketing & Growth

• Ensure a robust, integrated marketing and go-to-market plan across all channels.

• Segment and target customers effectively, identifying new markets and audiences.

• Embed customer insight and analytics to inform commercial decisions and optimize the route to purchase.

• Drive innovation, anticipate market opportunities, and adapt at pace.

Operational Excellence & Safety

• Lead operational teams to deliver safe, efficient, and world-class attraction performance.

• Ensure staffing models meet operational demand while maximizing productivity.

• Maintain a low-risk operating environment, with strong profit protection and compliance controls.

• Hold full accountability for Health, Safety, Security, business continuity, and crisis management.

People Leadership & Culture

• Build, lead, and inspire high-performing, customer-centric teams.

• Drive employee engagement, wellbeing, DEI&A, and CSR outcomes.

• Implement talent management processes, succession planning, and leadership development.

• Foster a culture of openness, accountability, and collaboration through clear communication and visibility.

Partnerships & Enterprise Contribution

• Develop and sustain partnerships with local authorities, non-profit organizations, and commercial partners.

• Roll out Merlin best practices and actively contribute to the wider Group strategic agenda.

• Lead and embed Merlin change initiatives with clarity and momentum.

Experience & Capabilities

Essential Experience

• Proven leadership of a complex, high-volume operational business.

• Strong P&L ownership with demonstrated agility in trading environments.

• Experience delivering tactical marketing plans and commercial growth strategies.

• Success operating within matrixed organizations and leading leaders outside one’s direct expertise.

Desirable Experience

• Developing businesses at different stages of growth.

• Building external partnerships with community and civic stakeholders.

• Embedding analytics and customer insight to drive decision-making.

Education & Qualifications

• Bachelor’s degree in Business, Management, Marketing, or related discipline (desirable).

• Minimum three years’ experience at Manager level in a high-visitor-volume environment.

• Track record of delivering EBITDA targets over multiple years.

• Valid driver’s license; ability to obtain role-specific licensure as required.

Leadership Attributes

• Commercially astute, analytically strong, and operationally minded.

• Resilient, confident, and comfortable challenging constructively.

• Charismatic, energetic, and able to inspire teams through change.

• Empathetic, self-aware, and growth-oriented.

• Collaborative, values-led, and driven to deliver exceptional guest service.

Working Environment

• Flexible working hours, including weekends, holidays, mornings, and evenings.

• Indoor and outdoor working conditions with varying temperatures and physical demands.

• Regular on-site presence across all areas of the attraction.

Living the Merlin Values

The General Manager is expected to live and breathe Merlin’s values every day:

• We Care – Safety, wellbeing, and community impact come first.

• Own Your Craft – Continuously raise the bar for yourself and others.

• Drive & Discover – Focus on what matters most and pursue bold opportunities.

• Go Together – Build trust, collaboration, and shared success.

• Enjoy the Ride – Bring energy, optimism, and fun to leadership.

Your Adventure Awaits! 🌟🌍

At Merlin Entertainments North America, we believe in not just rewarding your work but enhancing your journey with an exhilarating array of benefits that go beyond the ordinary. Get ready for a ride of a lifetime as we unveil the extraordinary perks waiting for you!

🚀 Your Benefits Odyssey Begins Here:

💰 Competitive Salary:

• Brace yourself for a salary that not only recognizes your talents but propels you to new heights.

🏝️ Generous PTO:

• Time off is your passport to recharge. Enjoy a generous PTO policy to explore, relax, and rejuvenate.

👩‍⚕️ Affordable Health Plans:

• Dive into the comfort of affordable medical, vision, and dental plans that prioritize your well-being.

🌍 Global Access Pass:

• Picture this – free entry to all Merlin attractions worldwide! Your golden ticket extends to family and friends, unlocking a world of wonder.

🛡️ Secure Your Future:

• Safeguard your legacy with company-paid life insurance – because we care about your peace of mind.

🌐 Continued Growth:

• Joining Merlin isn't just a job; it's a thrilling expedition. Expect continuous growth in an exciting, global organization that values your journey.