Merlin’s structure

  • Check out our feature on Merlin Entertainments’ Nick Varney – the marketer in charge of a £2.25bn business here
  • Discover Varney’s six point growth driver plan here
  • Varney says: “The most efficient channel for us is publicity”, read why here
  • See APR chair and CEO of the Public Relations Society of America Rosanna Fiske’s response to this feature here
/w/j/a/NickVarneyDesk.jpg

The company is split into three operating groups: Midway; resort theme parks; and Legoland parks.

Midways are indoor attractions with a visit time of several hours, such as the Dungeons brand, Sea Life or Madame Tussauds. They are organised geographically, such as Midway North America or Midway Europe. Within each, there is a marketing team using tactical promotions for all the brands in that region. But above the geographic divisions, there is a brand marketing director for each attraction, eg Madame Tussauds or Sea Life, ensuring everything is true to that brand.

Resort theme parks are attractions set up for longer visits of one or two days. These include Alton Towers and Italian theme park Gardaland. Each park is defined as a ’division’ and has its own marketing director. So the marketing director of Alton Towers reports to the divisional director who manages that business. Beneath each marketing director is a consumer marketing manager focusing on individual visitors and a trade marketing manager, targeting groups such as schools or corporate customers.

Legoland parks are a homogenous global set of attractions on the theme of Lego bricks. These have a similar marketing structure to the theme parks but they also have an extra marketing director for the Legoland brand to ensure consistency across multiple continents.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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