Alton Towers seeks marketing head

Alton%20Towers%20logoAlton Towers is seeking a head of marketing as part of a move to ramp up its strategy in a bid to position the theme park and its hotel as “the UK’s leading short-stay destination”.

The marketing chief will be responsible for implementing a short-term tactical campaign to increase visitor numbers and develop a longer-term strategy for the theme park to increase visitor numbers outside of peak seasons.

Alton Towers’ last marketing chief Tracey Blithe, who was head of brand strategy and responsible for devising the company’s destination brands, left the organisation last August.

The newly-created role includes responsibility for a 12-strong team including park marketing manager Rebecca Farrer and hotel marketing manager Katherine Duckworth. The role has a reporting line to park general manager Russell Barnes.

The theme park is part of the Tussauds Group, which was recently sold to the Merlin Entertainment Group. It is planning to consolidate its separate interests, including its theme park, hotels and spa under a centralised marketing strategy.

Alton Towers spokeswoman Liz Greenwood says it is seeking to appoint a marketer to develop its position in the global short-break destination market. She adds/ “In the past we have concentrated on promoting the park as a day experience but now we want to highlight the fact that it is more than just a day out.”

Alton Towers sponsored Sky factual entertainment show Brainiac last April, the first time a theme park has sponsored a television show. The sponsorship aimed to reposition the park as a destination for all the family.

Latest from Marketing Week

Mark Ritson investigates: Recreational marijuana

After probing America’s newest industry four key questions spring to mind: Which will be the big marijuana brands of the future? Why does scale drive ad effectiveness? What day is it? And, why have my legs stopped working?


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here