Merlin Entertainments

Vice President of Marketing

Location (Country-State-City) US-FL-Winter Haven
Job ID
Employment Type
Offer/Contract Type
At Will (US Only)
Location Name

Roles & Responsibilities

Key Objectives:

  • Provide strong leadership to the marketing team as well as other stakeholders to accomplish objectives and superior execution of marketing strategic and tactical plans. Drive a positive and inclusive culture. Provide clear direction, resources, training, development, coaching, and career path discussions for the marketing team.
  • Work closely with internal teams, department heads, and external agencies to ensure and implement consistent brand deliveries across all aspects of the attraction.
  • Formulate, develop, refine, finalize, and implement an annual marketing plan and calendar.
  • Develop long-term marketing strategies based on projections and objectives, in conjunction with the Regional Marketing VP and Division Director/Managing Director.
  • Set goals and objectives, develop budgets, and set timelines to meet volume, revenue, and profitability targets via direct control of above and below-the-line marketing activities and budget allocations in close partnership with the Director of Revenue Management for North America
  • Ensure LEGOLAND Florida maintains their relationships with media in key markets and expands into new markets where appropriate.
  • Lead the delivery of optimized media campaigns across all suitable platforms in close cooperation with Head of Media for LEGOLAND Parks North America
  • Measure campaign success and adjust strategy and tactics to increase efficiency.
  • Represent the site-level Senior Leadership Team's marketing function, representing the guest's voice and LEGOLAND brand champion.
  • Align the social media strategy with the Head of Social Media for North America across all key platforms.
  • Monitor competitor programs and practices, industry trends, target audience, and guest behaviors, and ensure a strong position in the marketplace through optimized pricing, annual pass strategy, and innovative plans, campaigns, and offerings.
  • Partner with the guest experience team to ensure it is aligned with the core brand experience and guest expectations.
  • Develop and maintain effective strategic partnerships and working relationships with partners, staff from the parent company and other parks, community groups, and external resources and agencies.
  • Manage the development and execution of key promotions and partnerships, including with multiple strategic partners.
  • Collaborate with the Regional Head of Strategy and Insights to advise on new events and attractions through research with guests and analytical insight, and ensure events are marketed properly to deliver an exciting guest experience.
  • In conjunction with Human Resources, ensure a succession management program is in place able to meet the current and future organizational objectives.


Qualifications & Experience


  • 10+ years of demonstrated experience with at least 2 years at the management level leading a team across relevant marketing fields such as advertising, media, public relations, promotions, partnerships, project management, and digital.
  • Proven ability to network and influence across the leisure, tourism, and business sectors.
  • A passion and drive for marketing with the ability to empower and engage others to meet or exceed targets.
  • Powerful presentation skills and the confidence to represent the business at a senior level both internally and externally.
  • Commercially astute with strong budget management skills
  • Demonstrated ability to develop programs to accomplish key revenue objectives.
  • Excellent judgment, the ability to self-initiate and develop, implement, and complete short, medium, and long-term plans.
  • Strong analytical and communication skills (both verbal and written)


Bachelor’s degree in business, marketing, communications and/or advertising.


Benefits of Merlin Entertainments

  • Excellent health care options (medical, dental, and vision that encourage preventative care).
  • Outstanding Paid Time Off (PTO) 
  • Merlin Magic Pass for friends and family to enjoy the parks & attractions.
  • Recognition Programs and Rewards
  • 401(k) program with company match
  • Tuition reimbursement programs
  • Numerous learning and advancement opportunities

Pay Range

From USD $165,000.00/Yr.


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