Ecommerce Sales Director - North America

Job Description

What you'll bring to the team

Role Summary

The E-Commerce Sales Director – North America is the senior commercial owner for direct-to-consumer and digital sales performance across the region. This role is accountable for driving revenue growth, conversion optimization, and trading excellence across all owned e-commerce and direct sales channels.

The role defines and executes the regional e-commerce and digital sales strategy, translating Merlin’s global consumer ambition into measurable commercial outcomes. With ownership of digital trading performance, pricing execution, channel optimization, and customer journey conversion, the role leads a multi-disciplinary team focused on continuous performance improvement and sustainable growth.

Key Accountabilities

E-Commerce Strategy & Commercial Ownership

• Define and deliver the North America e-commerce and direct sales strategy, aligned with Merlin’s global consumer and commercial objectives.

• Full accountability for digital revenue, conversion, yield, and growth performance across all direct sales channels.

• Lead regional trading plans, including seasonal peaks, promotions, and always-on optimization.

• Set and own commercial KPIs, including conversion rate, average order value, revenue per visitor, and channel contribution.

Digital Trading & Channel Optimization

• Optimize end-to-end e-commerce funnels, from discovery through checkout and post-purchase engagement.

• Partner with Revenue Management to ensure pricing, promotions, and yield strategies are executed effectively across digital channels.

• Drive continuous improvement through data-led testing, UX optimization, and performance experimentation.

• Ensure demand generation and digital sales performance align with attraction capacity and operational delivery.

Customer Journey & Experience

• Champion customer-led design across all digital and direct sales touchpoints.

• Identify friction points within the purchase journey and lead initiatives to improve speed, clarity, and ease of purchase.

• Balance short-term trading performance with long-term customer value, satisfaction, and repeat visitation.

Leadership & Capability Development

• Lead, develop, and inspire a high-performing regional e-commerce and digital sales team.

• Build strong capability in digital trading, performance analytics, and commercial decision-making.

• Establish clear accountability, succession planning, and performance management across the team.

• Embed consistent e-commerce best practices across markets and attractions.

Insight, Forecasting & Governance

• Use data and insight to forecast demand, identify growth opportunities, and course-correct performance.

• Own regional governance for sales performance reporting, forecasting accuracy, and trading cadence.

• Ensure compliance with commercial standards, policies, and governance frameworks.

Critical Interfaces

InterfaceNature of CollaborationMarketingDemand generation, campaign trading, customer segmentation, and digital performance optimizationRevenue ManagementPricing strategy, yield optimization, promotional execution, forecasting alignmentRegional Operations LeadershipAligning digital demand with operational capacity and guest experience

Qualifications & Experience

Experience & Qualifications

• Extensive senior commercial experience within e-commerce, DTC, or digital consumer businesses.

• Proven track record of driving revenue growth through owned digital channels.

• Experience leading senior managers and multi-disciplinary digital or trading teams.

• Strong expertise in digital sales optimization, forecasting, and performance analytics.

• Experience operating within a complex, matrixed, multi-market environment.

Skills & Competencies

• Strong commercial and trading mindset, focused on performance and outcomes.

• Data-driven decision-maker, comfortable operating in fast-paced environments.

• Excellent communicator with the ability to translate insight into clear action.

• Collaborative leader who builds strong partnerships across functions.

• Confidently balancing short-term performance with long-term growth.

Leadership Behaviors

Soulfully CuriousSeeks insight, challenges assumptions, and remains open to learning and innovation.

Results FocusedSets clear commercial goals, monitors performance rigorously, and takes accountability for outcomes.

Extraordinary TeammateCollaborates across teams, shares knowledge, and contributes to enterprise-level success.

Develops PeopleCoaches, mentors, and actively support the growth and progression of other

Benefits

Your Adventure Awaits! 🌟🌍

At Merlin Entertainments North America, we believe in not just rewarding your work but enhancing your journey with an exhilarating array of benefits that go beyond the ordinary. Get ready for a ride of a lifetime as we unveil the extraordinary perks waiting for you!

🚀 Your Benefits Odyssey Begins Here:

💰 Competitive Salary:

• Brace yourself for a salary that not only recognizes your talents but propels you to new heights.

🏝️ Generous PTO:

• Time off is your passport to recharge. Enjoy a generous PTO policy to explore, relax, and rejuvenate.

👩‍⚕️ Affordable Health Plans:

• Dive into the comfort of affordable medical, vision, and dental plans that prioritize your well-being.

🌍 Global Access Pass:

• Picture this – free entry to all Merlin attractions worldwide! Your golden ticket extends to family and friends, unlocking a world of wonder.

🛡️ Secure Your Future:

• Safeguard your legacy with company-paid life insurance – because we care about your peace of mind.

🌐 Continued Growth:

• Joining Merlin isn't just a job; it's a thrilling expedition. Expect continuous growth in an exciting, global organization that values your journey.

Pay Range

Competitive