Global Brand Manager (New Brands & IPs)

A job with Merlin isn’t like a job anywhere else. With attractions around the world, from rollercoasters to wax figures, we don’t trade in suits, handshakes or briefcases. We trade in fun. In smiles, shrieks and spine-tingles. In Memories. In magic. But there are no tricks behind our magic. Instead, there are people like you. Passionate, dedicated people who are committed to making sure our worldwide attractions and guests’ experiences are the best they can be.

The Global Brand Manager will be responsible for the effective delivery of Merlin’s brands; shaping impactful brand plans that support the long-term strategy.  Working cross-functionally with internal teams and external partners the Global Brand Manager will bring our new brands and IP brands to life brilliantly and drive growth in the competitive entertainment landscape.  Ensuring our brands are delivered consistently and with relevance, across all touchpoints, with innovative brand activities and experiences in place that resonate with target audiences to drive brand awareness and engagement.  

You will work closely with relevant internal teams to manage new product development and implement and manage measures to track brand performance, develop asset and content creation, and implement and monitor brand launches and campaigns.

This role is ideal for a passionate, results-oriented marketing professional with experience in developing and managing new brands and IP brands.

Main Responsibilities

Brand Management & Activation

Support the building of robust brand plans that effectively launch and drive brands, in line with the long-term brand strategy, and ensure they are embedded in annual marketing plans
Ensure consistent and relevant delivery of brand messaging and identities across all marketing touchpoints and platforms.
Act as brand steward, managing approvals with a focus on sharing best practise across the marketing community

Creative Development

Collaborate with creative teams and external agencies (where relevant) overseeing delivery of impactful content, campaigns, stye guides and playbooks
Work with MMM teams on product development to ensure brand experiences align with brand strategy and vision and are delivered on time and on budget
Ensure measurement of all activity is implemented and managed, providing insights and recommendations for optimization

Market Research & Insights

Agree where market research is required, working with Global Insights teams and ensure robust analysis informs future planning activity.
Conduct market research as required and analyse consumer trends to inform future planning activity.
Monitor and track brand performance use data-driven insights to inform future activity, identifying areas for improvement, updating key stakeholders and optimising brand activity to drive brand and commercial KPIs

Cross-Functional Collaboration

Work with cross-functional teams (including marketing, MMM and operations) to ensure brand consistency and alignment with business objectives.
Day to day management of external partners and agencies to execute brand initiatives and campaigns effectively.