Merlin Entertainment
About the Role
We’re looking for a Senior Commercial Manager to oversee all aspects of secondary revenue generation at Alton Towers Resort, from FastTrack and VIP experiences to lockers and retail excellence.
You’ll play a key role in aligning our local commercial strategy with global objectives, working closely with the Regional Commercial Excellence Director and internal stakeholders across the business. This is a unique opportunity to shape and grow some of the resort’s most guest-impactful revenue channels.
This is a permanent, full-time role and will include working regular weekends and Bank Holidays as required.
What You’ll Be Doing
Develop and implement strategies to maximize secondary revenue streams, including FastTrack, lockers, VIP experiences, and additional in-attraction services.
Monitor and analyse revenue performance metrics, identifying opportunities for growth and improvement.
Optimize pricing strategies and promotional plans in collaboration with global and regional commercial teams.
Lead and develop the Commercial Specialists, and Commercial Sales Managers, fostering a high-performance culture.
Create a culture of performance, accountability, and collaboration.
Ensure team members are equipped, engaged, and aligned with our commercial goals.
Coordinate inventory control, supply chain processes, and allocations to ensure efficient operations and availability of commercial products.
Ensure systems, technology, and processes used for revenue delivery are functioning optimally, working closely with IT to resolve any issues.
Regularly review SOPs to reflect commercial best practice and compliance.
Stakeholder Engagement
Act as the key contact for commercial initiatives at the resort fostering strong relationships with internal and external stakeholders.
Partner with Resort Operations to ensure commercial strategies are fully integrated into the guest journey.
Oversee compliance of policies and procedures set forth within the Merlin Entertainments Group Health, Safety and Security Policy.