At a Glance
- Tasks: Lead revenue growth and market strategy for top attractions in the UK South.
- Company: Join Merlin, a leader in family entertainment with iconic attractions.
- Benefits: Enjoy competitive pay, generous holiday, and exclusive discounts on attractions and merchandise.
- Other info: Be part of a creative team that values collaboration and continuous improvement.
- Why this job: Make a real impact in a dynamic role that shapes guest experiences and drives growth.
- Qualifications: Proven leadership in commercial strategy and a passion for consumer engagement.
The predicted salary is between 80000 - 100000 £ per year.
The Go-To-Market Director (UK South) is the senior commercial leader responsible for driving revenue growth, market share, and guest demand across one of Merlin’s most strategically significant regions. This role owns the end-to-end go-to-market strategy, orchestrating all growth levers including performance marketing, brand, PR, digital commerce, partnerships, and distribution.
With accountability for a high-value portfolio of world-class attractions, this leader will translate insight into action—delivering integrated, data-driven strategies that elevate brand presence, deepen guest engagement, and unlock sustainable commercial growth. The successful candidate will not only deliver against ambitious revenue targets but will consistently outperform the market—strengthening Merlin’s leadership position within the family and leisure sector.
Key Accountabilities
- Strategic Leadership & Commercial Ownership: Define and execute the UK South go-to-market strategy across a portfolio including flagship attractions such as LEGOLAND Windsor, Chessington World of Adventures, Thorpe Park, and the London Cluster. Own delivery of significant revenue and EBITDA targets, driving performance through a clear, insight-led commercial strategy. Act as the senior commercial voice for the region, shaping competitive positioning and identifying new growth opportunities.
- Integrated Planning & Execution: Lead cross-functional planning across pricing, promotions, media, creative, partnerships, and digital channels. Deliver high-impact campaigns that balance brand storytelling with performance-driven outcomes. Ensure all initiatives are customer-led, data-informed, and measurable against defined KPIs.
- Commercial Optimisation & Growth: Partner with Revenue Management and Digital teams to optimise pricing, conversion, and channel performance. Drive innovation across product launches, seasonal activations, and lifecycle marketing. Continuously identify opportunities to enhance market share, guest acquisition, and lifetime value.
- Leadership & Team Development: Build, inspire, and lead a high-performing go-to-market team, fostering a culture of accountability, creativity, and continuous improvement. Champion cross-functional collaboration, ensuring alignment across marketing, operations, finance, and brand teams.
- Guest & Market Insight: Leverage consumer insights, market trends, and competitive intelligence to shape strategy and decision-making. Embed the voice of the customer into all planning and execution, ensuring relevance across both domestic and international audiences.
Key Stakeholder Interfaces
This role operates at the centre of a highly matrixed organisation, partnering with:
- Cluster & Property General Managers – Aligning on targets, planning, and delivery
- Brand & Creative Teams – Ensuring consistency, impact, and brand integrity
- Revenue Management & Pricing – Driving yield, conversion, and pricing optimisation
- Digital & eCommerce – Enhancing customer journeys and digital performance
- Insights & Strategy – Embedding analytics, testing, and performance measurement
- Operations & Guest Experience – Aligning commercial plans with on-site delivery
- Finance – Managing forecasting, ROI, and investment decisions
- PR & Communications – Amplifying brand presence and reputation
- Partnerships & Distribution – Expanding reach through trade, OTAs, and strategic alliances
Qualifications & Experience
- Proven leadership experience in go-to-market, commercial strategy, or growth roles within consumer-facing industries (e.g., entertainment, travel, retail).
- Demonstrated success in delivering revenue growth and market share through integrated, multi-channel strategies.
- Expertise across key disciplines including performance marketing, brand, pricing optimisation, and customer acquisition.
- Experience operating within complex, matrixed organisations and managing high-profile portfolios.
- Strong understanding of consumer dynamics within competitive leisure or destination markets.
Skills & Capabilities
- Commercial & Strategic Excellence: Highly analytical with a strong ability to translate insight into impactful commercial strategies. Deep commercial acumen with a relentless focus on growth and performance.
- Leadership & Influence: Inspirational leader who builds alignment, drives engagement, and delivers through others. Strong stakeholder management across global and cross-functional teams.
- Executional Agility: Able to balance strategic vision with operational execution in a fast-paced environment. Data-driven mindset combined with creativity and a passion for exceptional guest experiences.
Leadership Behaviours
- Soulfully Curious – Seeks diverse perspectives, challenges thinking, and embraces continuous learning.
- Results Focused – Sets clear goals, drives accountability, and consistently delivers against targets.
- Extraordinary Teammate – Collaborates openly, supports others, and contributes to a high-performing culture.
- Develops People – Invests in talent, coaches effectively, and builds future leaders.
Benefits
- Pension
- Life Assurance
- Discretionary company bonus
- 25 days’ holiday
- Merlin Magic Pass: free admission to all of our attractions worldwide
- 25% discount in retail shops and restaurants
- 40% discount on LEGO
- Pay Range Competitive
Go To Market Director (UK South) employer: Merlin
At Merlin, we pride ourselves on being an exceptional employer, offering a dynamic work culture that fosters creativity and collaboration. As the Go-To-Market Director for the UK South, you will lead a high-performing team while enjoying benefits such as a competitive salary, generous holiday allowance, and exclusive discounts across our world-class attractions. With a strong focus on employee growth and development, we empower our leaders to drive innovation and make a meaningful impact in the family and leisure sector.
StudySmarter Expert Advice🤫
We think this is how you could land Go To Market Director (UK South)
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, and don’t be shy about reaching out on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Prepare for interviews by researching the company and its competitors. Understand their go-to-market strategies and think about how you can contribute to their growth. This will show that you're not just interested in any job, but specifically in helping them succeed.
✨Tip Number 3
Practice your pitch! Be ready to explain how your skills and experiences align with the role of Go-To-Market Director. Highlight your leadership experience and how you've driven revenue growth in the past. Confidence is key!
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, we love seeing candidates who are proactive and engaged with our brand. So, get your application in and let’s make some magic happen!
We think you need these skills to ace Go To Market Director (UK South)
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter for the Go-To-Market Director role. Highlight your experience in driving revenue growth and market share, and don’t forget to mention any relevant achievements that align with our key accountabilities.
Showcase Your Leadership Skills:We want to see how you’ve built and led high-performing teams in the past. Share specific examples of how you’ve inspired others and fostered a culture of accountability and creativity in your previous roles.
Be Data-Driven:Since this role is all about delivering integrated, data-driven strategies, make sure to include examples of how you've used consumer insights and market trends to shape your commercial strategies. Numbers speak volumes!
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way to ensure your application gets into the right hands and shows us you’re serious about joining our team at StudySmarter!
How to prepare for a job interview at Merlin
✨Know Your Market
Before the interview, dive deep into the leisure and entertainment market in the UK South. Understand the key players, trends, and consumer behaviours. This knowledge will help you demonstrate your expertise and show that you're ready to drive revenue growth for Merlin.
✨Showcase Your Strategic Thinking
Prepare to discuss specific examples of how you've developed and executed go-to-market strategies in previous roles. Highlight your ability to translate insights into actionable plans, especially in multi-channel environments. Use data to back up your successes!
✨Emphasise Leadership Skills
As a Go-To-Market Director, you'll need to inspire and lead teams. Be ready to share stories about how you've built high-performing teams, fostered collaboration, and driven accountability. Show them you can be the inspirational leader they need.
✨Prepare for Cross-Functional Collaboration
This role requires working with various teams like marketing, finance, and operations. Think of examples where you've successfully collaborated across departments to achieve common goals. Highlight your stakeholder management skills and how you align different teams towards a shared vision.
