As the
Brand Director: Merlin Brand & Brand Identity, you are the global guardian and architect of Merlin’s masterbrand — the creative force ensuring our purpose, “Bringing every family closer through play,” shines boldly and consistently across 140+ attractions worldwide.
You will define the global brand strategy, elevate the identity of Merlin and its attraction brands, and embed a unifying vision that connects millions of guests to unforgettable moments of joy, discovery, and imagination.
This role blends
strategy + creativity + leadership at the highest level.
What You’ll Own & Lead 1. Brand Strategy & Positioning
You will be the strategic heart of the Merlin masterbrand.
Your Leadership Will:
- Shape and drive the long-term brand strategy and positioning.
- Define brand purpose, architecture, and identity for Merlin and its diverse portfolio.
- Transform strategy into powerful frameworks that inspire marketing, comms, and experience teams.
- Tap into insights, tracking, and market intelligence to spot opportunities for differentiation and growth.
2. Brand Identity Leadership
Lead the creative expression of Merlin across every touchpoint.
You Will:
- Create, evolve, and protect visual & verbal identity systems for the masterbrand and attraction brands.
- Oversee creative consistency across digital, guest experience, marketing, and environmental design.
- Collaborate with internal teams and IP partners to safeguard authenticity and impact.
3. Brand Governance & Compliance
Own the systems that keep the Merlin brand strong, clear, and consistent globally.
You Will:
- Build and lead global brand governance structures and approval processes.
- Run audits and compliance programs to ensure brand excellence across markets.
- Partner with regions, attractions, and cross-functional teams to resolve inconsistencies and embed best practice.
4. Brand Activation & Implementation
You will lead the global rollout of the refreshed Merlin masterbrand — starting in the UK and expanding worldwide.
Your Work Ensures The Merlin Brand Shows Up:
- Powerfully across digital ecosystems
- Consistently in marketing and media
- Seamlessly throughout physical and experiential environments
You will build long-term integration roadmaps that shape how guests experience the brand.
5. Systems, Tools & Training
You will enable the entire organisation to activate the brand confidently.
This Includes:
- Building and maintaining digital brand platforms, asset libraries, and templates.
- Delivering training, workshops, and toolkits that empower global teams and agencies.
- Introducing processes that elevate visibility, efficiency, and creative effectiveness.
6. Storytelling & Partnerships
Strengthen Merlin’s reputation through elevated brand storytelling.
You Will:
- Lead narrative development that deepens emotional connection with guests and partners.
- Build brand-led partnerships that amplify Merlin’s purpose and creative spirit.
7. Leadership & Influence
You are the face and voice of the Merlin brand across the business.
You Will:
- Serve as the expert brand ambassador for senior leaders and global teams.
- Lead and inspire a team of strategists and identity specialists.
- Foster a culture of brand pride, collaboration, and creative excellence.
Key Interfaces
Partner What You Work On
SVP Global Marketing + GTM Teams Align brand vision with GTM plans, ensuring global consistency and local relevance.
Content Teams Bring the brand to life through compelling on-brand content.
IP & Brand Partners Ensure compliance with guidelines and approval processes.
Commercial & Retail Teams Support branded product and environment development.
Partnership Teams Strengthen commercial and brand partnerships while preserving integrity.
Qualifications & Experience
Experience & Qualifications
You’ll Thrive If You Bring:
- 10+ years in brand strategy or brand identity leadership, ideally in global consumer or entertainment environments.
- Proven success developing or transforming a masterbrand across a multi-brand ecosystem.
- Deep understanding of brand architecture, segmentation, and storytelling.
- Strong design sensibility and experience with digital, physical, and experiential brand expression.
- Expertise leading cross-functional and agency teams across markets.
Skills & Strengths
- Strategic and commercially minded with creative intuition.
- Exceptional communication and stakeholder influence skills.
- Passion for creativity, brand mission, and delivering joyful guest experiences.
- Detail-focused, proactive, and able to balance governance with creative freedom.
Merlin Leadership Behaviours
You Naturally Demonstrate:
Soulfully Curious
A love of learning, diverse perspectives, and exploring new ideas.
Results Focused
Clear goals, accountability, and a commitment to excellence.
Extraordinary Teammate
Collaboration, communication, and celebration of collective success.
Develops People
Coaching, nurturing talent, and championing personal growth.
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
