Merlin Entertainments · 2 weeks ago
Head of Consumer Engagement
Orlando, FL
Full-time
Onsite
Director/Executive
$93K/yr - $93K/yrMerlin Entertainments is a leading company in the entertainment sector, and they are seeking a Head of Consumer Engagement to lead the execution of global engagement strategies. This role focuses on strengthening customer relationships and driving revenue growth across the region's attractions portfolio through effective CRM and marketing initiatives.
Digital EntertainmentLeisureMedia and EntertainmentTourism
Responsibilities
Lead the regional execution of consumer engagement strategies across CRM, social, content, POS, and membership channels, aligned to global strategy and regional commercial priorities
Translate global engagement frameworks into actionable regional roadmaps, campaign plans, playbooks, and ways of working
Champion a customer-first, insight-led approach that supports the end-to-end guest journey across digital and in-attraction touchpoints
Own regional CRM execution, including lifecycle strategy, campaign planning and delivery across email, SMS, and app, in close collaboration with central CRM teams
Leverage customer data and behavioral insights to drive segmentation, personalization, retention, and lifetime value growth
Optimize engagement performance through testing, learning, innovation, and continuous improvement across all channels
Lead regional initiatives for social, content, ratings and reviews, reputation management, and direct guest engagement, ensuring timely, thoughtful, and brand-aligned responses
Own the regional approach to customer advocacy and social proof, including review generation, UGC activation, testimonials, and partnerships with external platforms
Ensure guest feedback and sentiment insights are integrated into CRM, product development, attraction operations, and marketing plans
Monitor external sentiment, competitor benchmarks, and platform trends to identify risks, opportunities, and improvements to guest experience
Execute regional membership and loyalty engagement initiatives in partnership with central teams, supporting acquisition, renewal, and engagement objectives
Partner with attraction teams to deliver effective POS and on-site communications that support upsell and cross-sell opportunities while meeting global brand standards
Set, track, and report on KPIs for engagement, retention, conversion, and revenue growth, providing regular insights to regional leadership
Lead, develop, and inspire a regional team across CRM, social, membership, and POS marketing functions
Foster strong cross-functional collaboration with regional GTM, commercial, product, brand, marketing, and operations teams
Ensure alignment to shared priorities, standards, governance, and measures of success while enabling appropriate local relevance
Qualification
Required
Significant experience in customer engagement, CRM, or digital marketing within consumer-facing industries (entertainment, leisure, or retail preferred)
Proven track record of delivering integrated, multi-channel campaigns that drive measurable engagement and commercial impact
Strong understanding of CRM systems, marketing automation tools, and social media platforms
Experience managing cross-functional teams and building effective relationships with multiple stakeholders
Preferred
Degree in Marketing, Business, Communications, or a related field preferred
Benefits
Competitive
Company
Merlin Entertainments
Merlin Entertainments is the largest European entertainments company operating in Europe. It is a sub-organization of Blackstone Group.
Founded in 1999
10001+ employees
Funding
Current Stage
Public CompanyTotal Funding
unknownKey Investors
CVC Capital Partners
2019-06-28Acquired
2013-11-13IPO
2010-06-24Private Equity
Leadership Team
Fiona Eastwood
Chief Executive Officer
Graeme Johnson
Global VP, People & Culture
Recent News
The Orlando Sentinel
2025-11-27
Company data provided by crunchbase