At a Glance
- Tasks: Lead revenue growth and market share for top attractions in the UK South region.
- 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 collaborative team that values creativity and continuous improvement.
- Why this job: Make a real impact in a dynamic role driving commercial success and guest engagement.
- Qualifications: Proven leadership in go-to-market strategies within consumer-focused industries.
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) in London 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 meaningful impact in the family and leisure sector, making this an exciting opportunity for those looking to thrive in a vibrant environment.
StudySmarter Expert Advice🤫
We think this is how you could land Go To Market Director (UK South) in London
✨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 to potential colleagues on LinkedIn. You never know who might have the inside scoop on job openings!
✨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 not only impress your interviewers but also help you feel more confident.
✨Tip Number 3
Showcase your achievements! When you get the chance to chat with hiring managers, highlight your past successes in driving revenue and market share. Use specific examples that demonstrate your ability to deliver results and lead teams effectively.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, we love seeing candidates who are genuinely interested in joining our team and contributing to our mission.
We think you need these skills to ace Go To Market Director (UK South) in London
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 inspired teams in the past. Share examples of how you've led cross-functional projects or initiatives, especially those that required collaboration across different departments.
Be Data-Driven:Since this role is all about insight-led strategies, make sure to include specific metrics or data points that demonstrate your success in previous roles. We love numbers that tell a story!
Apply Through Our Website:Don’t forget to submit your application through our website! It’s the best way for us to keep track of your application and ensure it gets the attention it deserves.
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 that have led to measurable results. This is crucial for a role that demands strong commercial ownership.
✨Emphasise Cross-Functional Collaboration
Since this role involves working with various teams, be ready to share experiences where you've successfully collaborated across departments. Discuss how you’ve aligned marketing, operations, and finance to achieve common goals, showcasing your leadership and teamwork skills.
✨Be Data-Driven
Merlin values data-informed decision-making, so come prepared with examples of how you've used analytics to optimise campaigns or improve guest engagement. Show that you can balance creativity with a strong analytical mindset to drive performance and growth.
