As Senior Creative & Media Marketing Manager for the Central Cluster, you will lead the marketing team in executing high-impact campaigns, activations, and guest experiences across PEPPA PIG Theme Park DFW, PEPPA PIG World of Play Grapevine, and SEA LIFE locations in Grapevine, Mall of America, and San Antonio. Operating within a collaborative Go-to-Market structure and partnering closely with cross-functional Centers of Excellence—including Global Brand, CRM, PR, and Performance Media—you will drive consumer demand, visitation, and primary revenue targets. We are seeking a dynamic, result-driven leader with expertise in digital, traditional, local, and tourism marketing who brings creative, out-of-the-box thinking to maximize cluster growth.
Qualifications & Experience
Key Responsibilities:
Be a key contributor in developing the marketing strategy for your cluster / GTM Director, aligning with the company’s overall business objectives. Ensure a cohesive and impactful brand presence across your market.
Lead the planning, development, and activation/execution of compelling integrated marketing campaigns for your cluster and experiences that engage and inspire our target audiences and deliver our customer, brand and commercial objectives.
Creative campaign development and adaptation, from brief to execution, ensuring alignment with brand positioning, audience insight, and business goals; working in conjunction with the global team.
Work closely with the Global Brand to align marketing efforts with brand strategies and frameworks and drive brand growth. Ensure consistent brand messaging and identity across all marketing activity.
Deliver our marketing objectives by embracing matrix working and building partnerships across Merlin and with external agencies to ensure strategies are integrated across all customer touchpoints.
In collaboration with the Global Insights and Strategy team, drive customer engagement by placing target customers at the heart of marketing plans, ensuring a deep understanding of customer behaviour, market trends, and the competitive landscape.
Work as a team with your cluster to support your GTM Director by developing marketing plans that deliver our cluster objectives. Drive relevance and effectiveness by ensuring any global activity is adapted effectively to meet local market needs. Use frameworks provided for regional teams to help achieve local marketing goals and build best practice.
Lead and develop your team, including Marketing and Social Media roles, and role model Merlin values and behaviours to all team members around you, helping to foster a culture of creativity, collaboration, and excellence.
Provide regular reporting and insight to senior leadership, making data-driven recommendations for continuous improvement. Manage the cluster marketing budget, ensuring optimal allocation of resources across campaigns and regions with no overspend.
Experience and Qualifications:
5+ years of experience in marketing roles, ideally within entertainment, hospitality, tourism, or retail sectors.
Excellent verbal and written communication skills
Proven success in developing and executing integrated marketing campaigns
Experience working within complex organizations and collaborating with different teams, balancing priorities.
Leadership and people management skills, with experience in managing and developing people, directly or indirectly.
Strong analytical and strategic thinking abilities, with a track record of using data-driven insights to inform marketing strategies.
Excellent stakeholder management
Proven experience managing marketing budgets and demonstrating marketing ROI. Robust commercial understanding in particular the role marketing plays in business performance.
A passion for the entertainment and tourism industry, with a customer-first approach to marketing.
Benefits
Excellent Health Care Options: Comprehensive medical, dental, and vision coverage.Paid Time Off (PTO).Merlin Magic Pass: Free entry for friends and family to our amazing parks & attractions.Recognition Programs and Rewards.401(k) Program: Save for the future with company matching contributions.Tuition Reimbursement Programs: Get support for further education and career growth.Numerous Learning and Advancement Opportunities: Grow your skills and advance your career with us!
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