What you'll bring to the team
ROLE SUMMARY
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.
KEY ACCOUNTABILITIES
Commercial Leadership & Strategy
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.
Channel Optimization & Delivery
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.
Team Leadership & Capability Development
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.
Insight, Reporting & Governance
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.
CRITICAL INTERFACES
Marketing: Campaign planning, demand generation, guest segmentation
Revenue Management: Pricing execution, optimization, forecasting alignment
Regional Operations Leadership: Alignment of sales performance with attraction delivery and operational priorities
Qualifications & Experience
EXPERIENCE & QUALIFICATIONS
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.
SKILLS & COMPETENCIES
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.
LEADERSHIP BEHAVIOURS
Soulfully Curious
Seeks new knowledge, explores diverse perspectives, and demonstrates a genuine interest in complex commercial challenges.
Asks thoughtful questions, remains open to new ideas, and embraces continuous learning.
Results Focused
Sets clear goals, prioritizes effectively, and continuously evaluates progress to deliver outcomes.
Takes accountability, learns from success and failure, and consistently delivers against targets.
Extraordinary Teammate
Collaborates proactively, shares knowledge, and supports peers across the wider enterprise.
Communicates with clarity and respect, celebrates success, and contributes positively to culture and performance.
Develops People
Actively supports the growth and progression of others through coaching and constructive feed-forward.
Creates opportunities for skill development, nurtures talent, and shows genuine care for individual development.
HEALTH & SAFETY
All employees are responsible for the safety of themselves, colleagues, and guests in line with Group Policy (HS001) and applicable legislation. This includes following safe working practices, using equipment appropriately, and promptly reporting and cooperating in the investigation of any incidents.
Benefits
Your Adventure Awaits!
At Merlin Entertainments North America, we believe in not just rewarding your work but enhancing your journey with an exhilarating array of benefits that go beyond the ordinary. Get ready for a ride of a lifetime as we unveil the extraordinary perks waiting for you!