Global CRM & Loyalty Director

What you\’ll bring to the team

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.

The Global CRM and Loyalty Director is a key leadership role responsible for overseeing the development, execution, and optimisation of Merlin Entertainments\’ global customer relationship management (CRM) and loyalty programs. This role focuses on enhancing guest engagement, driving long-term loyalty, and increasing lifetime customer value across all Merlin’s attractions, brands, and markets. This role requires a strategic digital leader to work closely with marketing, digital and data, and operations to create seamless, personalised experiences that deepen guest relationships and foster brand advocacy.

Main Responsibilities

• CRM Strategy : Develop and implement a global, data-driven CRM strategy to strengthen customer relationships, increase retention, and drive revenue across Merlin attractions.
• Lifecycle Management : Oversee the entire guest lifecycle, ensuring seamless experiences across all touchpoints (Email, Paid Media, SMS).
• Campaign Management : Lead CRM campaigns (e.g., promotions, VIP offers), optimize through A/B testing and data insights to drive engagement and revenue.
• Segmentation & Personalisation : Use customer data to create segmented, personalized campaigns that enhance guest experiences and boost loyalty.
• Loyalty Management : Lead and improve Merlin’s loyalty programs, including Merlin Annual Pass, to increase repeat visits and customer lifetime value (CLV).
• Performance Measurement : Establish performance frameworks, track KPIs (e.g., CLV, retention), and provide data-driven recommendations to leadership.
• Brand Management : Ensure consistent brand messaging across CRM touchpoints, adapting campaigns to local insights.
• Cross Collaboration : Partner with teams across Merlin (Digital, Data) to optimize CRM tools and systems for better performance.
• Innovation : Lead CRM innovation, staying updated on trends and technologies (e.g., AI, automation) to maintain competitiveness.
• Leadership : Develop and lead a high-performing, creative team, fostering professional growth and contributing to the senior leadership team.

Qualifications & Experience

• At least 10 years of experience in CRM and loyalty programs, with a minimum of 5 years in a leadership position.
• Proven experience in managing global CRM strategies for consumer-focused brands, ideally within the entertainment, leisure, or hospitality sectors.
• Strong experience in data analysis, segmentation, customer lifecycle management, and driving actionable insights. Hands-on experience with CRM software (e.g., Salesforce or similar systems).

Benefits

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 want to become even better (our magic can help here). Benefits include Pension, Life Assurance, discretionary company bonus, 25 days’ holiday and, of course, a Merlin Magic Pass which gives you and your friends and family free admission to all of our attractions worldwide, as well as 25% discount in our retail shops and restaurants and 40% discount on LEGO.

Pay Range

Competitive

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