What you'll bring to the team

Regional General Manager – Gateway North America

Role Overview

The Regional General Manager – Gateway North America is a senior operational and strategic leadership role responsible for the performance, growth, and brand delivery of multiple attractions across the region, including Madame Tussauds, SEA LIFE, and Peppa Pig World of Play.

 

This role partners closely with the VP, North America Attractions (Gateway) to drive sustainable EBITDA growth, operational excellence, guest experience, and brand consistency across all sites. The Regional General Manager ensures that each attraction delivers against financial targets, quality standards, and Merlin’s global vision of creating memorable guest experiences.

 

As a multi-site leader, this position requires strong commercial acumen, strategic planning capability, and the ability to coach and influence General Managers to deliver high-performing, compliant, and guest-focused operations

Key Leadership Accountabilities

Strategic & Operational Leadership

• Provide clear, future-focused leadership across multiple Gateway attractions in North America

• Define and execute short-, medium-, and long-term regional strategies aligned with Merlin’s vision and commercial objectives

• Act as a trusted advisor to senior leadership on operational performance, risk, and growth opportunities

• Lead General Managers to deliver consistent operational excellence and guest satisfaction across all sites

Financial Performance & Commercial Delivery

• Support and oversee achievement of annual EBITDA and profit targets across the region

• Partner with General Managers to establish robust P&L targets aligned with company strategy

• Ensure strong business planning, including revenue per cap, operating expenditure, and cost control

• Monitor weekly and monthly financial performance and take proactive action to deliver profit objectives

• Present regional financial performance and insights to the VP, North America Attractions

• Drive commercial initiatives, upselling strategies, and cross-promotional opportunities to increase incremental EBITDA

Multi-Site Operations & Guest Experience

• Conduct regular site visits with General Managers to review operational performance and site challenges

• Ensure best practices are shared and embedded consistently across all attractions

• Monitor guest feedback, mystery shopper results, and quality metrics to ensure standards are met or exceeded

• Champion a culture of exceptional guest service and operational excellence

Brand, Marketing & Cross-Functional Collaboration

• Partner with Go-To-Market (GTM) teams to ensure coordinated delivery of national and regional marketing strategies

• Support implementation of brand campaigns, promotions, trade marketing, and PR initiatives

• Ensure brand identity and communication standards are consistently applied across all attractions

• Maximize cross-promotional opportunities across the Gateway portfolio

Capex, Asset Development & Long-Term Planning

• Collaborate with GMs and GTM teams to develop a strategic 5-year Capex development plan

• Ensure attraction-based projects are commercially justified and delivered on time, on budget, and to specification

• Support rational investment decisions that enhance guest experience, operational efficiency, and ROI

People Leadership & Culture

• Coach and develop General Managers to enhance strategic, financial, and operational awareness

• Monitor recruitment, retention, engagement, and performance across regional teams

• Foster a culture of trust, empowerment, accountability, and continuous improvement

• Lead by example as a visible role model of Merlin’s leadership behaviors and values

• Support training, development, and succession planning across the region

Governance, Compliance & Health & Safety

• Ensure full compliance with licensing, regulatory, and health & safety legislation across all attractions

• Embed Merlin’s Health, Safety & Security policies and safe working practices

• Ensure risk assessments, incident reporting, and corrective actions are consistently applied

• Maintain operational governance in line with Merlin Operations Manual and HR policies

 

Qualifications & Experience

Education, Experience & Leadership Profile

Essenti