She will oversee marketing for the group as well as focus on building the corporate Merlin brand among stakeholders. Woods’ remit will also include ecommerce, group promotions and trade activity.
Previously, marketing within the Merlin group was divided by each attraction, each with its own team of marketers with no oversight from a group level. The shift to the first group marketing role reflects a greater need for cohesive marketing across the group and more emphasis on the Merlin brand, according to a spokesperson.
Woods will take on the group marketing director role in August and report to CEO Nick Varney.
Varney says: “This significant new senior role reflects the continued growth and dynamism of the company.”
Merlin operates 98 attractions, eight hotels and three holiday villages in 22 countries. More than 54 million people visit its parks every year.