Go To Market Director Madame Tussauds & Growth Brands

Role Overview

This is a high-impact global commercial leadership role, responsible for driving the growth, market positioning, and revenue performance of Merlin’s iconic Madame Tussauds and Growth Brands portfolio across Europe, APAC, and North America.

You will own the end-to-end go-to-market strategy for a diverse, multi-country estate, ensuring that every attraction—from London to Las Vegas, Singapore to Shanghai—delivers world-class guest experiences while achieving ambitious commercial targets.

As the senior commercial leader for these brands, you will bring together brand, performance marketing, pricing, content, PR, partnerships, distribution, and digital commerce into one integrated growth engine. Your mandate is not just to grow with the market—but to outperform it, capturing greater share in family, leisure, and tourist segments while driving sustained visitation, yield, and brand relevance.

KEY ACCOUNTABILITIES Strategic Leadership

Define and lead the global go-to-market strategy for Madame Tussauds and Growth Brands, covering a wide international portfolio including:

• Madame Tussauds – Las Vegas, Nashville, Los Angeles, Prague, Vienna, Berlin, Budapest, Singapore, Dubai, Hong Kong, Shanghai, Tokyo, Bangkok

Peppa Pig World of Play – Chicago, Michigan, Washington DC, Shanghai

Peppa Pig Theme Park & Camp

The Dungeons – Edinburgh, York, Berlin

You will act as the senior commercial steward for these brands, shaping competitive positioning, driving commercial excellence, and accelerating growth across third-party distribution including tour operators, OTAs, resellers, MICE and schools.

Ensure all strategies align to cluster and global business priorities while maximising long-term brand and revenue performance.

Integrated Planning & Execution

Lead cross-functional go-to-market planning across pricing, promotions, media, creative, digital, CRM, partnerships, and distribution.

Ensure campaigns are insight-led, customer-centric, and commercially effective—balancing brand storytelling with performance marketing and measurable ROI.

Drive disciplined execution across markets while maintaining flexibility to respond to local opportunities and changing market dynamics.

Commercial Optimization

Partner with Revenue Management, Digital and Data teams to optimize pricing, yield, conversion, and channel mix

.

Support the launch of new products, seasonal campaigns, and lifecycle marketing initiatives that maximize guest value and frequency.

Continuously identify commercial innovation opportunities that enhance market share, improve profitability, and deepen guest engagement.

Team Leadership & Cross-Functional Collaboration

Build, lead, and inspire a high-performing go-to-market community across the cluster.

Create a culture of creativity, accountability, and performance, ensuring that marketing, operations, finance, brand, and digital teams are fully aligned behind shared commercial goals.

Operate as a senior stakeholder and partner to cluster leadership and global brand teams.

Qualifications & Experience

EXPERIENCE & CAPABILITY

• Senior leadership experience in go-to-market, commercial, or growth roles within consumer, entertainment, travel, hospitality, retail, or leisure sectors
• Proven track record of delivering revenue growth, market share expansion, and brand impact through integrated, multi-channel strategies

Deep expertise across brand marketing, performance marketing, pricing, distribution, and customer acquisition

Strong understanding of global consumer markets and the dynamics of visitor attractions or destination-based experiences

Highly credible senior stakeholder, comfortable operating across regions, brands, and cultures

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