Head of Consumer Engagement

Merlin Entertainments - Corporate•Orlando, FL

About The Position

The Head of Consumer Engagement leads the regional execution of global engagement strategies across CRM, social and content, POS marketing, and membership programs. This role plays a critical part in strengthening customer relationships, increasing visitation and lifetime value, and driving measurable revenue growth across the region’s attractions portfolio. Partnering closely with regional and global stakeholders, this hands-on leader translates global frameworks into locally relevant, high-impact engagement plans. Operating at the intersection of brand, product, CRM, and attraction marketing, the role shapes insight-led, consistent, and commercially effective guest experiences across digital channels and in-attraction touchpoints.

Requirements

Significant experience in customer engagement, CRM, or digital marketing within consumer-facing industries (entertainment, leisure, or retail preferred)
Proven track record of delivering integrated, multi-channel campaigns that drive measurable engagement and commercial impact
Strong understanding of CRM systems, marketing automation tools, and social media platforms
Experience managing cross-functional teams and building effective relationships with multiple stakeholders

Nice To Haves

Degree in Marketing, Business, Communications, or a related field preferred

Responsibilities

Lead the regional execution of consumer engagement strategies across CRM, social, content, POS, and membership channels, aligned to global strategy and regional commercial priorities.
Translate global engagement frameworks into actionable regional roadmaps, campaign plans, playbooks, and ways of working.
Champion a customer-first, insight-led approach that supports the end-to-end guest journey across digital and in-attraction touchpoints.
Own regional CRM execution, including lifecycle strategy, campaign planning and delivery across email, SMS, and app, in close collaboration with central CRM teams.
Leverage customer data and behavioral insights to drive segmentation, personalization, retention, and lifetime value growth.
Optimize engagement performance through testing, learning, innovation, and continuous improvement across all channels.
Lead regional initiatives for social, content, ratings and reviews, reputation management, and direct guest engagement, ensuring timely, thoughtful, and brand-aligned responses.
Own the regional approach to customer advocacy and social proof, including review generation, UGC activation, testimonials, and partnerships with external platforms.
Ensure guest feedback and sentiment insights are integrated into CRM, product development, attraction operations, and marketing plans.
Monitor external sentiment, competitor benchmarks, and platform trends to identify risks, opportunities, and improvements to guest experience.
Execute regional membership and loyalty engagement initiatives in partnership with central teams, supporting acquisition, renewal, and engagement objectives.
Partner with attraction teams to deliver effective POS and on-site communications that support upsell and cross-sell opportunities while meeting global brand standards.
Set, track, and report on KPIs for engagement, retention, conversion, and revenue growth, providing regular insights to regional leadership.
Lead, develop, and inspire a regional team across CRM, social, membership, and POS marketing functions.
Foster strong cross-functional collaboration with regional GTM, commercial, product, brand, marketing, and operations teams.
Ensure alignment to shared priorities, standards, governance, and measures of success while enabling appropriate local relevance.