Merlin creates new senior marketing roles

Merlin Entertainments has restructured its marketing teams to tackle the accelerated global roll out of brands such as Madame Tussauds and Sea Life.


The company has created the new role of marketing director for its Midway Openings, the division which includes Dungeons and Sea Life, with a remit to focus on new attractions in the crucial period ahead and just after launch.

This role has been handed to current global head of marketing for Sea Life and Dungeons Scott Williamson and he takes responsibility for all the opening marketing, promotional and pricing activity before handing over to the regional operating director.

Planned Midway openings for this year include Madame Tussauds in Vienna and Blackpool; Sea Life aquariums in Dallas, Texas; and Jesolo in Italy and a Legoland Discovery Centre also in Dallas; and in the Blackpool Tower. More projects in the US, Japan, Australia and Europe are planned for 2012.

Williamson’s new role means he now reports to Russell Barnes, divisional director Midway Developments.

Williamson’s current role is being split into two with Rebecca Hamilton becoming global head of marketing for Dungeons and Sarah Taylor taking the same position at Sea Life. Both were working on the brands previously as managers and will now report to Glenn Earlam, Merlin Entertainments’ managing director of Midway Attractions.

Other recent changes at Merlin Entertainment include the appointment of the company’s first group creative director.

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

CEO Nick Varney explained the importance of marketing within the organisation in an interview with Marketing Week earlier this year. Read it here.


If you’ve achieved something to shout about with your marketing then enter the Travel & Leisure category in the Marketing Week 2012 Engage Awards by clicking here.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


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