Global Brand Director - Merlin Brand and Brand Identity Director

What you'll bring to the team As the Brand Director: Merlin Brand & Brand Identity, you are the global guardian and architect of Merlin’s masterbrand — the creative force ensuring our purpose, “Bringing every family closer through play,” shines boldly and consistently across 140+ attractions worldwide. You will define the global brand strategy, elevate the identity of Merlin and its attraction brands, and embed a unifying vision that connects millions of guests to unforgettable moments of joy, discovery, and imagination. This role blends strategy + creativity + leadership at the highest level. What You’ll Own & Lead 1. Brand Strategy & Positioning You will be the strategic heart of the Merlin masterbrand.Your leadership will: Shape and drive the long-term brand strategy and positioning. Define brand purpose, architecture, and identity for Merlin and its diverse portfolio. Transform strategy into powerful frameworks that inspire marketing, comms, and experience teams. Tap into insights, tracking, and market intelligence to spot opportunities for differentiation and growth. 2. Brand Identity Leadership Lead the creative expression of Merlin across every touchpoint.You will: Create, evolve, and protect visual & verbal identity systems for the masterbrand and attraction brands. Oversee creative consistency across digital, guest experience, marketing, and environmental design. Collaborate with internal teams and IP partners to safeguard authenticity and impact. 3. Brand Governance & Compliance Own the systems that keep the Merlin brand strong, clear, and consistent globally.You will: Build and lead global brand governance structures and approval processes. Run audits and compliance programs to ensure brand excellence across markets. Partner with regions, attractions, and cross-functional teams to resolve inconsistencies and embed best practice. 4. Brand Activation & Implementation You will lead the global rollout of the refreshed Merlin masterbrand — starting in the UK and expanding worldwide.Your work ensures the Merlin brand shows up: Powerfully across digital ecosystems Consistently in marketing and media Seamlessly throughout physical and experiential environments You will build long-term integration roadmaps that shape how guests experience the brand. 5. Systems, Tools & Training You will enable the entire organisation to activate the brand confidently.This includes: Building and maintaining digital brand platforms, asset libraries, and templates. Delivering training, workshops, and toolkits that empower global teams and agencies. Introducing processes that elevate visibility, efficiency, and creative effectiveness. 6. Storytelling & Partnerships Strengthen Merlin’s reputation through elevated brand storytelling.You will: Lead narrative development that deepens emotional connection with guests and partners. Build brand-led partnerships that amplify Merlin’s purpose and creative spirit. 7. Leadership & Influence You are the face and voice of the Merlin brand across the business.You will: Serve as the expert brand ambassador for senior leaders and global teams. Lead and inspire a team of strategists and identity specialists. Foster a culture of brand pride, collaboration, and creative excellence. Key Interfaces PartnerWhat You Work On SVP Global Marketing + GTM TeamsAlign brand vision with GTM plans, ensuring global consistency and local relevance. Content TeamsBring the brand to life through compelling on-brand content. IP & Brand PartnersEnsure compliance with guidelines and approval processes. Commercial & Retail TeamsSupport branded product and environment development. Partnership TeamsStrengthen commercial and brand partnerships while preserving integrity. Qualifications & Experience Experience & Qualifications You’ll thrive if you bring: 10+ years in brand strategy or brand identity leadership, ideally in global consumer or entertainment environments. Proven success developing or transforming a masterbrand across a multi-brand ecosystem. Deep understanding of brand architecture, segmentation, and storytelling. Strong design sensibility and experience with digital, physical, and experiential brand expression. Expertise leading cross-functional and agency teams across markets. Skills & Strengths Strategic and commercially minded with creative intuition. Exceptional communication and stakeholder influence skills. Passion for creativity, brand mission, and delivering joyful guest experiences. Detail-focused, proactive, and able to balance governance with creative freedom. Merlin Leadership Behaviours You naturally demonstrate: Soulfully Curious A love of learning, diverse perspectives, and exploring new ideas. Results Focused Clear goals, accountability, and a commitment to excellence. Extraordinary Teammate Collaboration, communication, and celebration of collective success. Develops People Coaching, nurturing talent, and championing personal growth. 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