ROLE SUMMARY

The Go-To-Market Lead (Germany) is the senior commercial leader for Merlin Entertainments’ Germany cluster, accountable for driving sustainable revenue growth, market share expansion, and long-term brand strength across all primary income streams. This role owns the full commercial and go-to-market agenda, spanning performance and brand marketing, content, PR, pricing and promotions, digital commerce, partnerships, and direct and indirect distribution channels.

With a clear mandate to outperform the market, this leader will design and deliver an integrated, insight-led go-to-market strategy that accelerates visitation, strengthens brand consideration within the family and leisure segments, and delivers sustained revenue and EBITDA growth. Acting as the commercial orchestrator for the market, the role brings together strategy, execution, and optimisation—ensuring disciplined delivery, market responsiveness, and exceptional guest engagement across the Germany portfolio.

KEY ACCOUNTABILITIES

Strategic Leadership

• Define and lead the Germany go-to-market strategy across Merlin’s flagship attractions, including LEGOLAND Germany, Heide Park, SEA LIFE Timmendorfer Strand, SEA LIFE Hannover, SEA LIFE Hamburg, and Hamburg Dungeon.

• Deliver agreed revenue outcomes and approximately £38m EBITDA, aligned to cluster and global business priorities.

• Act as the senior commercial advocate for Germany, shaping competitive positioning, commercial excellence, and third-party distribution strategies across Tour Operators, OTAs, resellers, MICE, and Schools.

Integrated Planning & Execution

• Lead cross-functional GTM planning across pricing, promotions, media, creative, partnerships, and digital commerce.

• Drive campaigns that seamlessly balance brand storytelling with performance marketing, underpinned by clear ROI measurement.

• Ensure all GTM initiatives are customer-led, data-informed, and outcomes-driven.

Commercial Optimisation

• Partner closely with Revenue Management and Digital teams to optimise pricing, conversion, yield, and channel performance.

• Support the launch of new products, rides, seasonal activations, and lifecycle marketing programmes across the cluster.

• Identify and implement innovative commercial opportunities that grow market share and deepen guest engagement.

Team Leadership & Collaboration

• Build, lead, and inspire a high-performing go-to-market team, fostering a culture of creativity, accountability, and ownership.

• Drive strong collaboration with Marketing, Operations, Finance, Digital, and Brand teams to embed commercial strategy into day-to-day execution.

Guest & Market Insight

• Leverage consumer research, market trends, and competitive intelligence to shape and continuously refine GTM strategy.

• Embed the voice of the customer across planning, execution, and optimisation.

• Ensure strategies respond effectively to both domestic and international visitor behaviours.

CRITICAL INTERFACES

Cluster / Property General Managers

• Partner on GTM strategy, targets, budgets, and execution plans.

• Align commercial calendars, promotional activity, and performance tracking.

Brand

• Ensure alignment with global brand frameworks, positioning, and creative standards.

• Collaborate on high-profile campaigns and protect brand integrity across all touchpoints.

Revenue Management & Pricing

• Optimise pricing strategies, yield management, and promotional guardrails.

• Test and refine elasticity and conversion levers to maximise commercial outcomes.

Digital & eCommerce

• Integrate web, app, CRM, SEO/SEM, and digital merchandising into GTM plans.

• Drive conversion rate optimisation and customer lifecycle performance through continuous monitoring and action.

Insights & Strategy

• Leverage analytics, market insight, and experimentation frameworks to inform decision-making.

• Partner on dashboards and marketing effectiveness measurement.

Operations & Guest Experience

• Coordinate capacity planning, operating calendars, and on-site activations.

• Use guest feedback to improve relevance, satisfaction, and commercial impact.

Finance (FP&A & Commercial Finance)

• Build robust revenue, ROI, and re-forecast models.

• Support investment cases for campaigns and new product launches.

PR, Communications & Corporate Affairs

• Align earned media, influencer, and reputation strategies with GTM campaigns.

• Integrate crisis communications when required.

Partnerships, Trade & Distribution

• Drive channel mix strategy, OTA and trade partnerships, co-op marketing, and joint business planning.

• Collaborate with city tourism boards and global travel ecosystem partners.

Sponsorships & Partnerships

• Leverage supplier, media, and commercial partnerships to generate earned media and enhance consideration and top-of-mind awareness.

Merlin Magic Making (Product & Experience Development)

• Shape GTM launches for new products, rides, and seasonal experiences.

• Partner on proposition development, naming, and launch playbooks.

EXPERIENCE & QUALIFICATIONS

• Senior leadership experience in go-to-market, commercial, or growth strategy roles within consumer, entertainment, travel, or retail sectors.

• Proven success delivering revenue and market share growth through integrated, multi-channel strategies.

• Deep expertise across brand marketing, performance marketing, pricing optimisation, distribution, and customer acquisition.

• Experience leading cross-functional teams and high-profile assets in competitive markets.

• Strong understanding of the German consumer landscape and international visitor attraction dynamics.

SKILLS & COMPETENCIES

Strategic & Commercial Excellence

• Strong strategic and analytical capability with a consistent track record of commercial delivery.

• High commercial acumen with a growth-oriented, ownership mindset.

Leadership & Influence

• Inspirational leader able to align diverse teams around shared objectives.

• Highly effective stakeholder manager within a matrixed, global organisation.

Executional Agility

• Skilled at balancing global standards with local market nuance and speed.

• Data-driven, commercially rigorous, and passionate about creativity, brand, and guest experience.

LEADERSHIP BEHAVIOURS

Soulfully Curious

• Seeks out new perspectives, asks thoughtful questions, and remains open to learning and innovation.

Results Focused

• Sets clear goals, monitors progress, course-corrects decisively, and takes full accountability for outcomes.

Extraordinary Teammate

• Collaborates generously, communicates with clarity and respect, and contributes positively to enterprise culture and performance.

Develops People

• Invests in the growth of others through coaching, feedback, and development opportunities, with a genuine commitment to building future leaders.