Vice President, Commercial F&B

Job Description

What you'll bring to the team

Merlin Entertainments operates 16 world-class resort theme parks and LEGOLAND parks globally, each with extensive in-park and hotel Food & Beverage (F&B) offerings. As Merlin continues to grow, F&B has been identified as a major strategic opportunity to increase in-park spend, strengthen guest loyalty, and enhance the overall visitor experience.

We are seeking a VP Commercial Food & Beverage to define and deliver Merlin’s global F&B strategy. This executive leadership role will transform F&B into a high-performing, insight-driven commercial function that significantly increases revenue per capita, EBITDA, and guest satisfaction across all resorts.

Key Responsibilities

• Define and lead the global F&B commercial strategy across Merlin’s resort theme parks and hotels.

• Drive menu development, pricing and promotion strategy, concept creation, and capital investment planning to maximise commercial performance.

• Lead the development and deployment of the F&B technology stack (POS, stock systems, mobile ordering, digital menus, reporting) to improve throughput, accuracy, and guest experience.

• Shape operating models and partner strategies across both insourced and outsourced environments.

• Negotiate and manage high-value commercial partnerships and contracts, ensuring alignment with commercial KPIs and concept roadmaps.

• Mobilise Regional Managing Directors and Operational VPs to execute the strategy with pace, consistency, and measurable results.

• Deliver large-scale CAPEX programmes and new F&B concepts across the global estate.

• Build and lead high-performing specialist teams, embedding data-driven decision making and continuous improvement.

About You

• Senior commercial leader with extensive multi-site F&B experience in large hospitality, leisure, or retail environments.

• Proven track record delivering commercial turnaround and revenue growth in complex organisations.

• Strong expertise in menu engineering, pricing strategy, and concept development.

• Experience delivering large-scale CAPEX programmes and new concept rollouts.

• Skilled at influencing across global matrix organisations and managing multiple stakeholders.

• Highly data-driven, accountable, and commercially focused, with the ability to lead transformation and cultural change.

Qualifications & Experience

• Senior F&B Leadership: 15+ years leading multi‑site, high‑volume F&B, hospitality, leisure or QSR operations with full commercial accountability.
• Commercial Turnaround Success: Proven ability to materially improve RPC, margins, labour ratios, guest KPIs and unit‑level P&Ls.
• Menu, Pricing & Concept Expertise: Strong experience in menu engineering, tiered product ranges, brand/IP‑aligned concepts, annual pricing cycles, dynamic pricing and promotional frameworks.
• Tech & Data Leadership: Business ownership of POS, stock systems, digital menus, mobile order/kiosk, reporting tools and unit‑level P&L reporting.
• CAPEX & Operating Model Delivery: Track record delivering new F&B concepts, major CAPEX programmes, and implementing unified operating models with SOPs and P&L accountability.
• Global Influence & Team Leadership: Experience leading transformation in complex matrix organisations, negotiating major contracts, and building high‑performing cross‑functional teams.

Benefits

Pay Range

Competitive