Global MICE Director

Job Description

What you'll bring to the team

Global MICE Director

Location: LondonDivision: Growth – Indirect SalesCareer Level: B2Reporting to: VP Indirect Sales

Our Purpose

Bring joy, create connections, and make memories.

Our Vision

To be the global leader in branded entertainment destinations and the greatest place to work & play.

The Opportunity

Merlin Entertainments is seeking a Global MICE Director to define, lead, and deliver our worldwide strategy for Meetings, Incentives, Conferences, and Events (MICE).

This is a high-impact, senior leadership role responsible for creating a new global MICE Centre of Excellence, setting the vision, operating model, and commercial framework that will unify how MICE is sold, delivered, and scaled across our attractions and resort hotels worldwide.

You will shape Merlin’s global MICE proposition, unlock new markets, accelerate revenue growth, and elevate our position as a premier experiential events provider. Acting as the strategic connector across sales, marketing, operations, finance, guest experience, and senior leadership, you will ensure seamless execution from lead generation through to post-event delivery.

What You’ll Do

Strategic Leadership & Vision

• Define and implement a global MICE strategy across attractions and resort hotels.

• Establish a scalable, data-driven operating model covering sales, contracting, delivery standards, and performance evaluation.

• Build and communicate a long-term global MICE growth roadmap, identifying new markets, segments, and partnerships.

• Create and embed a compelling, consistent global MICE proposition and value narrative.

Commercial Growth & Sales Excellence

• Lead global MICE commercial targets, pricing frameworks, and budgeting in partnership with Finance.

• Define and track KPIs, dashboards, and performance metrics across regions.

• Drive best-practice sales processes, including account management, pipeline governance, and contracting standards.

• Oversee global negotiation and contracting strategies to ensure commercial integrity and competitiveness.

Cross-Functional Collaboration

• Act as the central coordination point between attractions, resort hotels, regional sales teams, marketing, operations, and guest experience.

• Partner with Marketing on B2B MICE campaigns, brand positioning, and digital lead generation.

• Work closely with venue teams to optimise operational readiness, capacity planning, and event delivery quality.

Leadership & Team Development

• Lead and mentor direct reports and wider cross-functional contributors within the emerging Centre of Excellence.

• Build a culture of accountability, performance, and continuous improvement.

• Act as a senior ambassador for Indirect Sales, supporting executive engagement and communication.

Governance, Standards & Risk

• Create standardised global MICE processes, playbooks, toolkits, and product definitions.

• Ensure robust governance, compliance, and risk mitigation through clear approval and contracting frameworks.

External Partnerships & Market Presence

• Build and maintain senior relationships with corporate clients, agencies, DMCs, and industry bodies.

• Represent Merlin at global MICE events, trade shows, and strategic negotiations.

• Partner with Procurement and Legal to develop global agency and partnership models.

Insight & Performance Management

• Lead market and competitor analysis to inform strategy and positioning.

• Provide regular performance, risk, and opportunity reporting to senior leadership.

Qualifications & Experience

What You’ll Bring

• 12–15 years’ experience in MICE, hospitality, tourism, or large-scale events, including 7–10 years in senior commercial or strategic leadership roles.

• Proven success delivering global MICE strategies, commercial frameworks, and long-term growth roadmaps.

• Experience driving multimillion-pound revenues across complex international portfolios.

• Strong expertise in pricing, contracting, commercial governance, and scalable global sales models.

• Demonstrated ability to lead cross-functional teams and build Centres of Excellence.

• Degree in Business, Hospitality, Tourism, Events Management, or related field (preferred).

Key Capabilities

• Strategic vision with strong commercial acumen

• Influential, collaborative leadership style

• Data-led decision making and analytical strength

• Exceptional communication and stakeholder engagement

• Global mindset with cultural awareness

• Innovative problem solver with a continuous improvement approach

Leadership at Merlin

We’re looking for leaders who are:

• Soulfully Curious – open, inquisitive, and eager to learn

• Results Focused – accountable, driven, and outcome-oriented

• Extraordinary Teammates – collaborative, supportive, and inclusive

• Developers of People – committed to coaching, growth, and capability building

Health & Safety

You will play an active role in ensuring the safety of colleagues and guests, in line with company policies and legal requirements.

Why Join Us?

This is a rare opportunity to build and lead a global MICE function from the ground up within one of the world’s most iconic entertainment brands—shaping strategy, influencing senior leadership, and delivering meaningful commercial growth on a global stage.

Ready to create unforgettable experiences at scale?Apply now and help shape the future of global MICE at Merlin Entertainments.

Benefits

Pay Range

Competitive