Go To Market Director

Role Summary

The Go-To-Market Director (Central) serves as the commercial engine and strategic architect for Merlin’s Central North America market.

This role carries full accountability for driving revenue growth, market share expansion, and sustained visitation performance across a diverse and high-profile portfolio of attractions.

Acting as the orchestrator of integrated commercial strategy, the Director unifies performance marketing, brand storytelling, pricing, partnerships, digital commerce, and distribution into a cohesive, insight‑led approach that delivers measurable impact.

It is a market‑shaping position: the successful candidate will outperform the market, elevate brand presence, and unlock new opportunities across family and leisure segments.

• Define and lead a bold, market‑leading go‑to‑market strategy across a multi‑site Midwest/Central portfolio, delivering significant revenue and EBITDA growth.
• Champion commercial excellence by aligning regional strategies with global priorities and brand ambition.
• Serve as the senior voice for market growth, shaping competitive positioning and unlocking new demand channels including OTAs, trade, MICE, and education sectors.

• Lead end‑to‑end GTM planning, integrating pricing, promotions, media, creative, partnerships, and digital commerce.
• Deliver campaigns that balance brand impact with commercial performance, ensuring clear ROI and measurable outcomes.
• Embed a customer‑first, data‑driven approach to all GTM initiatives.

• Partner with Revenue Management and Digital teams to maximize pricing strategy, conversion, and channel performance.
• Drive the successful launch of new attractions, seasonal activations, and lifecycle marketing programs.
• Identify and implement innovative commercial strategies that accelerate growth and deepen guest engagement.

• Build and lead a high‑performing, commercially focused team, fostering a culture of creativity, accountability, and results.
• Act as a connector across the business, ensuring seamless collaboration between marketing, operations, finance, digital, and brand teams.

• Leverage consumer insights, market trends, and competitive intelligence to shape winning strategies.
• Champion the voice of the guest, ensuring experiences and campaigns resonate with local and international audiences.
• Continuously adapt strategies to reflect evolving visitor behaviors and market dynamics.

This role operates at the center of a highly matrixed, global organization, influencing and partnering across key functions:

• Cluster & Property GMs:
  Align on targets, commercial calendars, and execution priorities
• Brand & Creative Teams:
  Ensure global consistency while driving local relevance
• Revenue Management:
  Optimize pricing, yield, and promotional effectiveness
• Digital & eCommerce:
  Drive conversion, customer journey optimization, and lifecycle engagement
• Insights & Strategy:
  Leverage analytics to inform decisions and measure impact
• Operations & Guest
  
  Experience:
  
  Align commercial plans with on‑site delivery and capacity
• Finance:
  Own forecasting, ROI modeling, and performance tracking
• PR & Communications:
  Integrate earned media and reputation strategies
• Partnerships & Distribution:
  Expand reach through strategic alliances and trade channels
• Product & Experience Development:
  Lead go‑to‑market launches for new experiences and innovations

• Proven leadership experience in go‑to‑market, commercial strategy, or growth roles within consumer‑facing industries (entertainment, travel, retail).
• Demonstrated success delivering revenue growth and market share gains through integrated, multi‑channel strategies.
• Deep expertise across brand marketing, performance marketing, pricing, distribution, and customer acquisition.
• Experience leading cross‑functional teams within complex, multi‑site environments.
• Strong understanding of regional market dynamics and global visitor trends.

• Sharp commercial acumen with a relentless focus on growth and results.
• Ab…