Go To Market Director Madame Tussauds & 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.

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.

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.

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.

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.

• 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

Your Adventure Awaits! 🌟🌍 At Merlin Entertainments North America, we believe in not just rewarding your work but enhancing your journey with an exhilarating array of benefits that go beyond the ordinary. Get ready for a ride of a lifetime as we unveil the extraordinary perks waiting for you!

Brace yourself for a salary that not only recognizes your talents but propels you to new heights.

Time off is your passport to recharge. Enjoy a generous PTO policy to explore, relax, and rejuvenate.

Dive into the comfort of affordable medical, vision, and dental plans that prioritize your well‑being.

Picture this – free entry to all Merlin attractions worldwide! Your golden ticket extends to family and friends, unlocking a world of wonder.

Safeguard your legacy with company‑paid life insurance – because we care about your peace of mind.

Joining Merlin isn't just a job; it's a thrilling expedition. Expect continuous growth in an exciting, global organization that values your journey.

Competitive