General Manager

What you'll bring to the team

Role Summary

The General Manager (GM) is accountable for delivering the attraction strategy, achieving both short- and long-term EBITDA targets, and ensuring guest satisfaction goals are met. This role is pivotal in creating memorable, world-class guest experiences while fostering a culture where every team member lives and breathes Merlin’s values.

As the senior site leader, the GM ensures operational excellence, drives innovation, manages risk, and builds high-performing teams. Our attractions operate 365 days a year, and leadership commitment includes working weekends and holidays.

Key Responsibilities

Guest Experience & Brand Leadership

• Drive a guest-first culture by using data and insights to understand and anticipate needs.

• Role model guest-facing behaviors, serving as a visible and inspiring Brand Ambassador.

• Safeguard the brand in all PR, marketing, and community engagement.

Business & Financial Performance

• Deliver EBITDA growth, execute 5-year and cost-control plans.

• Lead P&L management with agility and responsiveness to trading conditions.

• Optimize revenue per capita (RPC) and yield across channels.

• Deliver capital projects on time, on budget, and with strong ROIC.

• Activate key levers to drive revenue growth and uncover new opportunities.

People Leadership & Culture

• Build high-performance, customer-centric teams.

• Increase employee engagement and ensure scores meet or exceed expectations.

• Cascade communication openly, fostering a culture of trust and safety.

• Implement HR processes, talent pipelines, succession planning, and DEI&A initiatives.

• Be a visible presence—leading with authenticity, fun, and inspiration.

Strategy & Innovation

• Shape short-, medium-, and long-term strategies to revolutionize Technical Services and operations.

• Drive productivity and innovation, mitigate risks, and adapt swiftly to change.

• Embed analytics and customer insights into decision-making.

• Roll out Merlin best practices and contribute to the global strategic agenda.

Health, Safety & Compliance

• Ensure a safe, compliant, and low-risk environment for guests and staff.

• Oversee business continuity, risk management, and crisis planning.

• Lead by example in safety practices and ensure risk assessments are current and robust.

 

 

Qualifications & Experience

Education & Experience

• Bachelor’s degree in Business, Management, or Marketing (preferred).

• Minimum 3 years in a high-volume business at Manager level.

• Proven history of delivering EBITDA targets for at least 2 years.

• Experience engaging with children and families preferred.

• Strong financial acumen, analytical mindset, and operational expertise.

• Exceptional communicator, influencer, and relationship-builder.

• Resilient, adaptable, and commercially driven leader.

Licenses & Certifications

• Valid driver’s license.

• Ability to obtain relevant certifications/licensures as required.

Travel Requirements

• Domestic or international travel may be required occasionally.

Health & Safety Commitments

• Protect the safety of yourself, colleagues, and guests.

• Follow safe working procedures and use only trained equipment.

• Report incidents promptly and support investigations.

• As a leader, ensure risk assessments, safe procedures, and ongoing monitoring are in place.

Working Conditions & Physical Demands

• Flexibility to work mornings, evenings, weekends, and holidays.

• Ability to stand, walk, or sit for extended periods.

• Capability to lift and carry up to 50 lbs.

• Work may involve varying indoor/outdoor conditions, temperature changes, and noise.

Core Behaviors – The Merlin Way

• We Care: Prioritize safety, welfare, and positive impact on our people, guests, and planet.

• Own Your Craft: Continuously sharpen skills, embrace feedback, and