Global Performance Marketing Director

Job Description

What you'll bring to the team

ROLE SUMMARY

The Global Performance Marketing Director is accountable for defining, leading, and optimizing Merlin Entertainments’ global performance marketing strategy across all digital channels and regions. The role drives brand awareness, customer acquisition, and revenue growth through paid search (PPC), paid social, display, programmatic media, and other performance-driven digital channels.

Acting as a global Centre of Excellence, this role partners closely with regional Go-To-Market (GTM) teams to ensure paid media strategies are executed consistently and effectively, delivering measurable performance and ROI while remaining aligned to Merlin’s broader brand, commercial, and guest experience objectives.

KEY ACCOUNTABILITIES

Performance Marketing Strategy

• Develop and lead a global performance marketing strategy across PPC, paid social, and display channels.

• Ensure alignment with business objectives, brand positioning, market dynamics, and guest needs.

Campaign Planning & Management

• Oversee the planning, execution, and continuous optimization of digital media campaigns to drive guest acquisition, brand awareness, and revenue growth.

• Conduct regular performance deep dives to identify insights, inform optimization, and improve future plans.

Budget Management

• Own and optimize global paid media budgets across all channels.

• Apply a data-driven approach to budget allocation and reallocation based on performance, ROI, and business priorities.

Testing & Optimization

• Establish and embed an always-on testing framework across creative, targeting, bidding strategies, and emerging channels.

• Use test-and-learn insights to continuously refine paid media performance.

Ad Creative & Messaging

• Partner with Creative and Social teams to deliver compelling, on-brand creative that resonates with defined audience segments.

• Ensure messaging is relevant, consistent, and aligned to campaign and brand objectives.

Performance Measurement & Reporting

• Define and maintain a best-in-class performance measurement framework.

• Track, analyze, and report performance against key KPIs including CPA, ROAS, CTR, conversion, and ROI.

• Ensure accurate tracking, attribution, and insight generation to support optimization and decision-making.

Cross-Functional & Agency Collaboration

• Work closely with Marketing, Content, and Data & Analytics teams to enable seamless campaign execution and optimization.

• Lead and manage third-party agency partnerships, establishing clear governance, performance standards, and strong commercial outcomes.

Innovation

• Champion innovation in paid media by identifying new platforms, formats, and technologies to bring Merlin’s brands to life.

• Stay informed on digital trends and market developments to ensure Merlin remains competitive.

Leadership

• Build and lead a global performance marketing Centre of Excellence, embedding best practice across regions and clusters.

• Foster a culture of creativity, collaboration, accountability, and high performance.

• Support the development and progression of team members and contribute actively to the Global Marketing Senior Leadership Team.

CRITICAL INTERFACES

Stakeholder Nature of InterfaceGlobal Creative & MediaAlignment on global omni-channel marketing strategiesGlobal ContentAlignment of content strategy with paid media plansDirect ChannelsDevelopment of effective end-to-end guest journeysGlobal InsightsIdentification and acquisition of priority guest segmentsRegional GTM LeadsDeployment of best practice at regional and cluster levelGlobal Social & InfluencerAlignment of paid, organic, and influencer strategies

Qualifications & Experience

EXPERIENCE & QUALIFICATIONS

• 8–10+ years’ experience in paid media and digital advertising, with a proven track record leading large-scale, multi-channel campaigns

• Demonstrated experience developing and optimizing global paid media strategies for consumer-facing brands, ideally within entertainment, travel, hospitality, or leisure

• Strong expertise across Google Ads, Meta platforms, programmatic media, and emerging digital channels

• Proven ability to manage significant paid media budgets and deliver strong ROI

SKILLS & COMPETENCIES

• Advanced understanding of paid media ecosystems and performance metrics (CPC, CPA, CPM, ROAS, etc.)

• Strong analytical capability with experience using platforms such as Google Analytics, Meta Ads Manager, SEMrush, or equivalent

• Expertise in audience targeting, segmentation, and digital customer behavior

• Proven people leadership capability, with the ability to inspire, influence, and drive results through diverse teams

• Excellent communication skills, including the ability to present insights and recommendations to senior leadership

LEADERSHIP BEHAVIOURS

Soulfully Curious

Demonstrates a strong desire to learn, explore new ideas, and challenge existing thinking with positive intent. Actively seeks diverse perspectives and embraces innovation.

Drives Performance

Sets clear expectations and ambitious goals, promotes accountability, and leads continuous improvement to achieve sustainable, high-impact results.

Extraordinary Teammate

Collaborates effectively across teams and geographies, shares knowledge, supports others, and contributes to enterprise-level success.

Develops People

Actively supports the growth of others through coaching, mentoring, and meaningful development opportunities, enabling individuals and teams to reach their full potential.

Benefits

We’re growing fast and alongside a fun and friendly environment, we offer a fabulous package and amazing prospects – ideal if you’re already fantastic and want to become even better (our magic can help here). Benefits include Pension, Life Assurance, discretionary company bonus, 25 days’ holiday and, of course, a Merlin Magic Pass which gives you and your friends and family free admission to all of our attractions worldwide, as well as 25% discount in our retail shops and restaurants and 40% discount on LEGO.

Pay Range

Competitive