Global Social Media & Influencer Director

What you'll bring to the team

Global Social Media & Influencer Director (FTC / 12 month maternity cover)

Location: Global (must align with UK operating hours)

Contract: (FTC / 12 month maternity cover)
Career Level: B2 Division: Growth Reporting to: SVP Global Marketing

Our Purpose

Bring joy, create connections, make memories.

Our Vision

To be the global leader in branded entertainment destinations, the greatest place to work & play.

At Merlin Entertainments
, we’re home to some of the world’s most iconic attractions and brands. Millions of guests connect with us every year. Social media plays a powerful role in how those connections are created, shared, remembered.

We’re now looking for a Global Social Media & Influencer Director to define and lead our global organic social and influencer strategy, bringing our brands to life across platforms, markets, cultures.

The Role

As Global Social Media & Influencer Director, you’ll own the global organic social media vision for Merlin, driving brand awareness, engagement, loyalty across our entire portfolio of attractions.

You’ll lead a high-performing global social team, partner closely with marketing, brand, ecommerce, insights teams, ensure our social presence is creative, fun, engaging, unmistakably Merlin. From always-on optimisation to standout global campaigns, influencer partnerships, you’ll shape how millions of guests experience our brands every day.

What You’ll Be Responsible For

Social Media & Influencer Strategy

• Define, deliver a compelling global organic social media strategy across platforms including Facebook, Instagram, Tik Tok, You Tube, X (Twitter), Linked In.
• Establish best practice for influencer, creator usage, guiding markets on how to deploy partnerships most effectively across regions, platforms.

Campaign Planning & Execution

• Oversee the planning, execution, optimisation of global social media campaigns supporting launches, promotions, events, brand initiatives.

Optimisation & Growth

• Continuously assess channel, campaign performance, driving always-on optimisation.
• Identify growth opportunities through experimentation with new formats, platforms, content, creative approaches.

Influencer & Partnerships

• Build, scale Merlin’s global influencer, partnership programme.
• Develop strong relationships with influencers, creators, brand ambassadors, partners to extend reach, deepen engagement.

Brand Voice & Community

• Partner with Brand, Content teams to ensure a consistent global tone of voice aligned with Merlin’s brand strategy.
• Work closely with community response teams to foster positive engagement, manage negative sentiment appropriately.

Performance & Insights

• Establish a best-in-class social performance framework with clear KPIs.
• Deliver regular reporting with data-backed insights, recommendations, optimisations.

Cross-Functional Collaboration

• Collaborate with Digital Marketing, Corporate Affairs, Creative, Content, Ecommerce, Insights teams to ensure joined-up execution across guest touchpoints.

Innovation

• Stay ahead of digital, social trends, technologies, market dynamics.
• Champion innovative ways to bring Merlin’s brands to life across ecommerce, digital platforms.

Leadership

• Lead, coach, develop a high-performing global social team.
• Foster a culture of creativity, collaboration, excellence.
• Play an active role within the senior leadership community across Global Marketing, the wider business.

Who You’ll Work With

• Global Creative, Media teams on omni-channel marketing plans
• Global Content, Ecommerce teams on creative output, guest journeys
• Global Insights to ensure customer-led decision making
• Corporate Affairs on social governance, issue management
• Regional GTM Leads to embed best practice locally
• Global Director of Performance Marketing on paid, organic balance

What We’re Looking For

Experience & Qualifications

• 8–10+ years’ experience in social media, digital marketing, brand communications, with at least 3 years leading global social strategies.
• Proven success delivering social campaigns that drive engagement, brand awareness, loyalty.
• Experience managing social media for large, consumer-facing brands, ideally within entertainment, travel,…