Role Summary

The Go-To-Market Director (Central) serves as the commercial engine and strategic architect for Merlin’s Central North America market. This role carries full accountability for driving revenue growth, market share expansion, and sustained visitation performance across a diverse and high-profile portfolio of attractions.

Acting as the orchestrator of integrated commercial strategy, the Director unifies all growth levers—performance marketing, brand storytelling, pricing, partnerships, digital commerce, and distribution—into a cohesive, insight-led approach that delivers measurable impact.

This is not simply a leadership role; it is a market-shaping position. The successful candidate will be expected to outperform the market, elevate brand presence, and unlock new opportunities across family and leisure segments—ensuring Merlin not only competes, but leads.

Key Accountabilities

Strategic Leadership

• Define and lead a bold, market-leading go-to-market strategy across a multi-site Midwest/Central portfolio, delivering significant revenue and EBITDA growth.
• Champion commercial excellence by aligning regional strategies with global priorities and brand ambition.
• Serve as the senior voice for market growth, shaping competitive positioning and unlocking new demand channels including OTAs, trade, MICE, and education sectors.

Integrated Planning & Execution

• Lead end-to-end GTM planning, seamlessly integrating pricing, promotions, media, creative, partnerships, and digital commerce.
• Deliver campaigns that balance brand impact with commercial performance, ensuring clear ROI and measurable outcomes.
• Embed a customer-first, data-driven approach to all GTM initiatives.

Commercial Optimization

• Partner with Revenue Management and Digital teams to maximize pricing strategy, conversion, and channel performance.
• Drive the successful launch of new attractions, seasonal activations, and lifecycle marketing programs.
• Identify and implement innovative commercial strategies that accelerate growth and deepen guest engagement.

Team Leadership & Collaboration

• Build and lead a high-performing, commercially focused team, fostering a culture of creativity, accountability, and results.
• Act as a connector across the business, ensuring seamless collaboration between marketing, operations, finance, digital, and brand teams.

Guest & Market Insight

• Leverage consumer insights, market trends, and competitive intelligence to shape winning strategies.
• Champion the voice of the guest, ensuring experiences and campaigns resonate with both local and international audiences.
• Continuously adapt strategies to reflect evolving visitor behaviors and market dynamics.

Critical Interfaces

This role operates at the center of a highly matrixed, global organization, influencing and partnering across key functions:

• Cluster & Property GMs: Align on targets, commercial calendars, and execution priorities
• Brand & Creative Teams: Ensure global consistency while driving local relevance
• Revenue Management: Optimize pricing, yield, and promotional effectiveness
• Digital & eCommerce: Drive conversion, customer journey optimization, and lifecycle engagement
• Insights & Strategy: Leverage analytics to inform decisions and measure impact
• Operations & Guest Experience: Align commercial plans with on-site delivery and capacity
• Finance: Own forecasting, ROI modeling, and performance tracking
• PR & Communications: Integrate earned media and reputation strategies
• Partnerships & Distribution: Expand reach through strategic alliances and trade channels
• Product & Experience Development: Lead go-to-market launches for new experiences and innovations

Experience & Qualifications

• Proven leadership experience in go-to-market, commercial strategy, or growth roles within consumer-facing industries (e.g., entertainment, travel, retail).
• Demonstrated success delivering revenue growth and market share gains through integrated, multi-channel strategies.
• Deep expertise across brand marketing, performance marketing, pricing, distribution, and customer acquisition.
• Experience leading cross-functional teams within complex, multi-site environments.
• Strong understanding of regional market dynamics and global visitor trends.

Skills & Competencies

Strategic & Commercial Excellence

• Sharp commercial acumen with a relentless focus on growth and results
• Ability to translate strategy into measurable, high-impact outcomes

Leadership & Influence

• Inspirational leader who builds alignment and momentum across diverse, global teams
• Strong stakeholder management and influencing skills at senior levels

Executional Agility

• Thrives in a fast-paced, dynamic environment, balancing global consistency with local nuance
• Combines data-driven decision making with creative thinking and innovation

Leadership Behaviours

Soulfully Curious

Seeks new perspectives, challenges thinking, and continuously learns to drive better outcomes.

Results Focused

Owns outcomes with accountability, setting ambitious goals and delivering against them.

Extraordinary Teammate

Collaborates openly, builds trust, and contributes to collective success across the organization.

Develops People

Invests in others, fostering growth, capability building, and long-term talent development.

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