Role Summary

As the General Manager of our iconic Toronto attraction(s), you’ll be at the helm of delivering exceptional guest experiences, driving commercial success, and fostering a high-performance culture rooted in our Merlin values. Whether overseeing a single site or a larger cluster, you will lead with vision, agility, and a passion for making every visit magical.

This role combines strategic leadership with hands-on operational excellence. From growing EBITDA and market share to championing guest satisfaction and team engagement, you will ensure our attraction remains a top destination while upholding the highest standards in safety, service, and innovation.

Key Responsibilities

Guest Experience & Brand Leadership

• Champion a guest-first culture, using data insights to anticipate and exceed visitor expectations.

• Serve as a visible, passionate brand ambassador, upholding the integrity of the Merlin brand in all communications and activities.

• Drive employee engagement and embed service excellence across every touchpoint.

Commercial Strategy & Performance

• Develop and execute targeted marketing plans and customer segmentation strategies.

• Optimize revenue through robust channel management, pricing, and product strategies (RPC, yield, and volume).

• Deliver sustainable EBITDA growth, productivity improvements, and ROI-aligned capital projects.

• Identify and activate new revenue streams using innovation and Midway best practices.

Operational Excellence & Compliance

• Lead high-performing operations teams, ensuring efficiency, scalability, and best-in-class guest service.

• Maintain robust health, safety, and crisis management protocols aligned with Merlin and legal standards.

• Ensure optimal staffing levels and profit protection procedures are in place at all times.

People Leadership & Culture

• Inspire and develop a culture of continuous improvement, wellbeing, diversity, and inclusion.

• Implement talent management and succession planning processes to build a strong leadership pipeline.

• Foster cross-functional collaboration, open communication, and a “safety-first” mindset throughout the team.

Partnerships & Community Engagement

• Forge and grow external partnerships with local authorities, non-profits, and community groups.

• Represent Merlin externally, enhancing the reputation and reach of the attraction.

What You Bring

• Bachelor’s degree in business, management, or marketing (preferred).

• At least 3 years in a leadership role within a high-volume visitor attraction, retail, hospitality, or entertainment environment.

• Proven track record of delivering financial results (including at least 2 years achieving EBITDA targets).

• Commercial acumen, strong operational judgment, and deep guest-centric thinking.

• Experience managing diverse teams and engaging stakeholders across a matrixed organization.

• Strategic mindset with the charisma to inspire and the resilience to lead through change.

• A high level of emotional intelligence, integrity, and a “make-it-happen” attitude.

Other Requirements

• Must hold a valid driver’s license.

• Flexibility to work weekends, holidays, and evenings as needed.

• Occasional travel (domestic/international) may be required.

• Must be able to meet physical and environmental requirements of an operational role.

Our Merlin Values – We Live by Them Every Day

✨ We Care – We go above and beyond to care for our guests, our teams, and the world around us.
🎯 Own Your Craft – We are passionate about doing our best work and helping others shine.
🚀 Drive and Discover – We act with purpose, explore new ideas, and embrace change.
🤝 Go Together – We collaborate, listen, and move as one united team.
🎢 Enjoy the Ride – We create joy, celebrate progress, and welcome everyone along the way.

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.