SEA General Manager

Role Overview

The General Manager is the senior operational and commercial leader for a single attraction or cluster, accountable for delivering exceptional guest experiences while achieving short- and long-term financial performance, including EBITDA growth. This role leads the execution of attraction strategy, drives a guest-first culture, and ensures every team member lives Merlin’s values. As a visible, hands‑on leader, the General Manager balances commercial ambition with operational excellence, safety, and people leadership in a dynamic, high-volume environment.

Attractions operate year-round; flexibility to work weekends and holidays is an essential part of leadership presence.

• Champion a guest‑first, insight‑led culture, using data to understand guest needs and continuously elevate experiences.
• Act as a Brand Ambassador, role‑modelling guest‑facing behaviours internally and externally.
• Safeguard the Merlin brand across all PR, marketing, and on‑site experiences.
• Ensure guest satisfaction scores consistently meet or exceed company benchmarks.

• Own full P&L accountability, driving sustainable revenue growth, RPC optimisation, and margin improvement.
• Deliver EBITDA targets, 5‑year plans, and disciplined cost control strategies.
• Lead pricing, yield, and volume strategies to maintain competitive advantage and grow market share.
• Activate Midway and ancillary revenue levers to unlock new income opportunities.

• Ensure a robust, integrated marketing and go‑to‑market plan across all channels.
• Segment and target customers effectively, identifying new markets and audiences.
• Embed customer insight and analytics to inform commercial decisions and optimise the route to purchase.
• Drive innovation, anticipate market opportunities, and adapt at pace.

• Lead operational teams to deliver safe, efficient, and world‑class attraction performance.
• Ensure staffing models meet operational demand while maximising productivity.
• Maintain a low‑risk operating environment, with strong profit protection and compliance controls.
• Hold full accountability for Health, Safety, Security, business continuity, and crisis management.

• Build, lead, and inspire high‑performing, customer‑centric teams.
• Drive employee engagement, wellbeing, DEI&A, and CSR outcomes.
• Implement talent management processes, succession planning, and leadership development.
• Foster a culture of openness, accountability, and collaboration through clear communication and visibility.

• Develop and sustain partnerships with local authorities, non‑profit organisations, and commercial partners.
• Roll out Merlin best practices and actively contribute to the wider Group strategic agenda.
• Lead and embed Merlin change initiatives with clarity and momentum.

• Proven leadership of a complex, high‑volume operational business.
• Strong P&L ownership with demonstrated agility in trading environments.
• Experience delivering tactical marketing plans and commercial growth strategies.
• Success operating within matrixed organisations and leading leaders outside one’s direct expertise.

• Developing businesses at different stages of growth.
• Building external partnerships with community and civic stakeholders.
• Embedding analytics and customer insight to drive decision‑making.

• Bachelor’s degree in Business, Management, Marketing, or related discipline (desirable).
• Minimum three years’ experience at Manager level in a high‑visitor‑volume environment.
• Track record of delivering EBITDA targets over multiple years.
• Valid driver’s licence; ability to obtain role‑specific licensure as required.

• Commercially astute, analytically strong, and operationally minded.
• Resilient, confident, and comfortable challenging constructively.
• Charismatic, energetic, and able to inspire teams through change.
• Empathetic, self‑aware, and growth‑oriented.
• Collaborative, values‑led, and driven to deliver…