Head of Direct Sales North America

Merlin Entertainments•Orlando, FL

About The Position

The Director, Direct Sales – North America is the regional commercial lead responsible for shaping and delivering the direct-to-consumer sales strategy across North America. This role drives sustainable revenue growth across all direct channels, ensuring strong alignment with Merlin’s global consumer and commercial strategy. Leading a high-performing, multi-disciplinary team, the role holds full accountability for regional sales targets, channel optimization, and the continuous enhancement of end-to-end customer journeys. Acting as a strategic partner to Marketing, Revenue Management, and Operations, this leader ensures that direct sales performance supports both commercial ambition and exceptional guest experience.

Requirements

Extensive senior commercial leadership experience within a multi-market, consumer-facing environment.
Proven track record of delivering revenue growth through direct-to-consumer sales channels.
Experience leading senior managers and multi-disciplinary teams at scale.
Strong expertise in digital sales optimization, forecasting, and data interpretation.
Experience operating effectively within complex, matrixed organizations across regions or brands.
Strategic, commercially astute, and forward-thinking mindset.
Strong leadership presence with the ability to motivate, influence, and align stakeholders.
Clear, confident communicator able to translate strategy into action.
Highly collaborative with strong relationship-building capability.
Comfortable making informed decisions in fast-paced, evolving environments.

Responsibilities

Define and deliver the North America direct sales strategy in alignment with global objectives and regional growth priorities.
Own and deliver revenue targets across all direct-to-consumer channels, ensuring robust forecasting, performance tracking, and accountability.
Translate global commercial direction into clear regional execution plans.
Lead conversion optimization, pricing execution, and trading performance across all digital and offline direct sales channels.
Drive continuous improvement of customer journeys to maximize engagement, revenue, and guest satisfaction.
Identify and unlock new commercial opportunities through innovation, testing, and optimization.
Lead, develop, and inspire a high-performing regional direct sales team with clear objectives, strong engagement, and succession planning.
Embed best practice and consistency across markets while enabling local optimization where required.
Build capability across commercial insight, digital performance, and customer-centric selling.
Leverage data-driven insights to identify trends, opportunities, and risks, informing strategic decisions and corrective actions.
Ensure strong governance of regional sales processes, commercial standards, and compliance requirements.
Provide clear, actionable reporting to senior stakeholders across the business.