Global Brand Director

Global Brand Director – Merlin Brand and Brand Identity Director Join to apply for the Global Brand Director – Merlin Brand and Brand Identity Director role at Merlin Entertainments. As the Brand Director: Merlin Brand & Brand Identity, you are the global guardian and architect of Merlin’s masterbrand – the creative force ensuring our purpose, “Bringing every family closer through play,” shines boldly and consistently across 140+ attractions worldwide. You will define the global brand strategy, elevate the identity of Merlin and its attraction brands, and embed a unifying vision that connects millions of guests to unforgettable moments of joy, discovery, and imagination. This role blends strategy, creativity and leadership at the highest level. What You’ll Own & Lead 1. Brand Strategy & Positioning Shape and drive the long‑term brand strategy and positioning. Define brand purpose, architecture and identity for Merlin and its diverse portfolio. Transform strategy into powerful frameworks that inspire marketing, communications and experience teams. Tap into insights, tracking and market intelligence to spot opportunities for differentiation and growth. 2. Brand Identity Leadership Create, evolve and protect visual & verbal identity systems for the masterbrand and attraction brands. Oversee creative consistency across digital, guest experience, marketing and environmental design. Collaborate with internal teams and IP partners to safeguard authenticity and impact. 3. Brand Governance & Compliance Build and lead global brand governance structures and approval processes. Run audits and compliance programmes to ensure brand excellence across markets. Partner with regions, attractions and cross‑functional teams to resolve inconsistencies and embed best practice. 4. Brand Activation & Implementation Lead the global rollout of the refreshed Merlin masterbrand – starting in the UK and expanding worldwide. Ensure the Merlin brand shows up powerfully across digital ecosystems, consistently in marketing and media, and seamlessly throughout physical and experiential environments. Build long‑term integration roadmaps that shape how guests experience the brand. 5. Systems, Tools & Training Build and maintain digital brand platforms, asset libraries and templates. Deliver training, workshops and toolkits that empower global teams and agencies. Introduce processes that elevate visibility, efficiency and creative effectiveness. 6. Storytelling & Partnerships Lead narrative development that deepens emotional connection with guests and partners. Build brand‑led partnerships that amplify Merlin’s purpose and creative spirit. 7. Leadership & Influence Serve as the expert brand ambassador for senior leaders and global teams. Lead and inspire a team of strategists and identity specialists. Foster a culture of brand pride, collaboration and creative excellence. Key Interfaces SVP Global Marketing + GTM Teams – Align brand vision with GTM plans, ensuring global consistency and local relevance. Content Teams – Bring the brand to life through compelling on‑brand content. IP & Brand Partners – Ensure compliance with guidelines and approval processes. Commercial & Retail Teams – Support branded product and environment development. Partnership Teams – Strengthen commercial and brand partnerships while preserving integrity. Qualifications & Experience 10+ years in brand strategy or brand identity leadership, ideally in global consumer or entertainment environments. Proven success developing or transforming a masterbrand across a multi‑brand ecosystem. Deep understanding of brand architecture, segmentation and storytelling. Strong design sensibility and experience with digital, physical and experiential brand expression. Expertise leading cross‑functional and agency teams across markets. Skills & Strengths Strategic and commercially minded with creative intuition. Exceptional communication and stakeholder influence skills. Passion for creativity, brand mission and delivering joyful guest experiences. Detail‑focused, proactive and able to balance governance with creative freedom. Merlin Leadership Behaviours Soulfully Curious> – love of learning, diverse perspectives and exploring new ideas. Results Focused – clear goals, accountability and commitment to excellence. Extraordinary Teammate – collaboration, communication and celebration of collective success. Develops People – coaching, nurturing talent and championing personal growth. Benefits We’re growing fast and alongside a fun and friendly environment, we offer a fabulous package and amazing prospects – ideal if you’re already fantastic and want to become even better. Benefits include Pension, Life Assurance, discretionary company bonus, 25 days’ holiday and a Merlin Magic Pass which gives you, your friends and family free admission to all of our attractions worldwide, as well as a 25% discount in our retail shops and restaurants and a 40% discount on LEGO. Pay Range Competitive Seniority level Executive Employment type Full‑time Job function Marketing and Sales Entertainment Providers Referrals increase your chances of interviewing at Merlin Entertainments by 2x. #J-18808-Ljbffr