Vision 100


Emma Woods

Group marketing and digital director

Merlin Entertainment

How much fun is Emma Woods’ job? Merlin operates 110 attractions in 23 countries across four continents, including the Alton Towers and Legoland brands. Woods covers group marketing and sales functions such as ecommerce, group promotions and the Merlin Annual Pass. She helped steer Merlin’s marketing as it went through a successful float and is in a key position to support global expansion. She previously spent six years in a senior role at Pizza Express.

Lightbulb moment: "In customer service businesses you have to really focus on making it so easy, whether it's buying tickets for days out or paying bills in restaurants."