SEA LIFE General Manager

SEA LIFE • Bloomington, MN

1d • Onsite

About The Position

The General Manager is the senior operational and commercial leader for a single attraction or cluster, accountable for delivering exceptional guest experiences while achieving short- and long-term financial performance, including EBITDA growth.
This role leads the execution of attraction strategy, drives a guest-first culture, and ensures every team member lives Merlin’s values. As a visible, hands-on leader, the General Manager balances commercial ambition with operational excellence, safety, and people leadership in a dynamic, high-volume environment.
Attractions operate year-round; flexibility to work weekends and holidays is an essential part of leadership presence.

Requirements

• Proven leadership of a complex, high-volume operational business.
• Strong P&L ownership with demonstrated agility in trading environments.
• Experience delivering tactical marketing plans and commercial growth strategies.
• Success operating within matrixed organizations and leading leaders outside one’s direct expertise.
• Minimum three years’ experience at Manager level in a high-visitor-volume environment.
• Track record of delivering EBITDA targets over multiple years.
• Valid driver’s license; ability to obtain role-specific licensure as required.
• Commercially astute, analytically strong, and operationally minded.
• Resilient, confident, and comfortable challenging constructively.
• Charismatic, energetic, and able to inspire teams through change.
• Empathetic, self-aware, and growth-oriented.
• Collaborative, values-led, and driven to deliver exceptional guest service.
• Flexible working hours, including weekends, holidays, mornings, and evenings.
• Indoor and outdoor working conditions with varying temperatures and physical demands.
• Regular on-site presence across all areas of the attraction.

Nice To Haves

• Developing businesses at different stages of growth.
• Building external partnerships with community and civic stakeholders.
• Embedding analytics and customer insight to drive decision-making.
• Bachelor’s degree in Business, Management, Marketing, or related discipline (desirable).

Responsibilities

• Champion a guest-first, insight-led culture, using data to understand guest needs and continuously elevate experiences.
• Act as a Brand Ambassador, role-modelling guest-facing behaviors internally and externally.
• Safeguard the Merlin brand across all PR, marketing, and on-site experiences.
• Ensure guest satisfaction scores consistently meet or exceed company benchmarks.
• Own full P&L accountability, driving sustainable revenue growth, RPC optimization, and margin improvement.
• Deliver EBITDA targets, 5-year plans, and disciplined cost control strategies.
• Lead pricing, yield, and volume strategies to maintain competitive advantage and grow market share.
• Activate Midway and ancillary revenue levers to unlock new income opportunities.
• Ensure a robust, integrated marketing and go-to-market plan across all channels.
• Segment and target customers effectively, identifying new markets and audiences.
• Embed customer insight and analytics to inform commercial decisions and optimize the route to purchase.
• Drive innovation, anticipate market opportunities, and adapt at pace.
• Lead operational teams to deliver safe, efficient, and world-class attraction performance.
• Ensure staffing models meet operational demand while maximizing productivity.
• Maintain a low-risk operating environment, with strong profit protection and compliance controls.
• Hold full accountability for Health, Safety, Security, business continuity, and crisis management.
• Build, lead, and inspire high-performing, customer-centric teams.
• Drive employee engagement, wellbeing, DEI&A, and CSR outcomes.
• Implement talent management processes, succession planning, and leadership development.
• Foster a culture of openness, accountability, and collaboration through clear communication and visibility.
• Develop and sustain partnerships with local authorities, non-profit organizations, and commercial partners.
• Roll out Merlin best practices and actively contribute to the wider Group strategic agenda.
• Lead and embed Merlin change initiatives with clarity and momentum.

Benefits

• Competitive Salary
• Generous PTO
• Affordable Health Plans
• Global Access Pass: free entry to all Merlin attractions worldwide! Your golden ticket extends to family and friends, unlocking a world of wonder.
• Secure Your Future: Safeguard your legacy with company-paid life insurance
• Continued Growth: Expect continuous growth in an exciting, global organization that values your journey.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager
• Number of Employees: 5,001-10,000 employees