Merlin Entertainments
Merlin Entertainments Limited is a global entertainment company which operates a number of theme park resorts and other visitor attractions.
My Role(s):
I worked for entertainment giant Merlin Entertainments for over a decade, based predominantly in the Blackpool region where I worked across four global brands (SEA LIFE, Madame Tussauds, Eye and Dungeons), the iconic Blackpool Tower Ballroom and Circus and two IP attractions; Peter Rabbit Explore & Play© and The Gruffalo & Friends Clubhouse.
I began my Merlin journey as a Marketing Executive and progressed to Senior Marketing Manager where I led a team of six to deliver a strategic marketing plan designed to drive volume and revenue across the Blackpool portfolio of attractions.
My skills in this role ranged from strategy planning to campaign execution across multiple channels including digital, PR, OOH, print and promotions. Alongside partnerships, brand and talent management ensuring throughout that activity was in line with global brand values and supportive of the overall UK marketing strategy.
I also undertook a temporary regional secondment during the 2020 pandemic where I developed and executed marketing plans and activity for four UK SEA LIFE sites (Brighton, Great Yarmouth, Hunstanton and Weymouth) to deliver budgeted visitation and revenue.
Results:
Brand new Marvel Super Heroes area launch (Madame Tussauds)
This multi-layered plan drove incremental visits to Madame Tussauds Blackpool in 2018 and in turn the wider Blackpool portfolio through a large scale, cross channel activation
We used traditional PR, a VIP launch event and a series of strategically placed OOH, resort domination, partnerships, paid media, influencers and social content activations to achieve this.
Results (vs previous year):
+£286k revenue
+£30k visits
The Blackpool Tower’s 125th birthday
12-month campaign to drive incremental visitation and revenue to the iconic Blackpool Tower and Blackpool attractions during 2019.
I introduced a mapping strategy to identify and target key areas for growth, relevant demographics were then targeted with PR, digital and paid advertising during key holiday periods.
Results (vs previous year):
+£24k Circus revenue
+15k Circus visits
+£122k Ballroom events revenue
+£18k Afternoon Tea sales
The uplift in visitation to The Blackpool Tower drove a +17% increase in Resort Pass sales
Recommendations
Kerry Thomas, Global Brand Director, Merlin Entertainments:
(formerly Head of Marketing, Blackpool, Merlin Entertainments)
“Lou is a highly talented, strategically driven marketer. She has an appetite for brand evolution and tackles any challenge with creative flair. From brand to campaign management, PR to social, Lou delivers incredible results.
Lou has brilliant leadership skills, bringing out the best in those she manages but also navigating complex stakeholder situations with ease.
She manages an avalanche of responsibility without breaking a sweat, she unites a team brilliantly and is a general joy to work with and be around. I hope that one day I get the opportunity to work with you again!”
Kate Shane MBE, Managing Director, Blackpool Tourism Ltd
(Formerly Regional Director, Merlin Entertainments)
“Louise worked within the Merlin Entertainments Blackpool division as Senior Marketing Manager, reporting directly to myself, from 2018 – 2020.
She is an excellent strategic marketer, with a keen and creative eye for detail who works extremely hard to ensure targets are met and results are delivered.
Louise worked closely with myself and other members of the SLT to formulate and execute the strategic vision for the business, alongside multiple annual marketing plans.
During this time Louise managed a team of six and several external agencies and did so in a clear and supportive way, creating a happy and productive culture.
She is a confident and dynamic individual who brings a positive outlook to every situation, and I would recommend her in a heartbeat!”
Lisa Pearson, Fractional Marketing Director/CMO:
(formerly Head of Marketing, Blackpool, Merlin Entertainments)
“Louise is an excellent all round marketing expert, who I was lucky to have within my Cluster Marketing Team at Merlin Blackpool.
She is focussed, organised, determined – with a real attention to detail and a genuine passion to deliver creative marketing activity!”
Jane Woodhead, UK Consumer PR Director:
Influential PR
“Louise is an absolute breath of fresh air, super talented and super creative. Attention to detail and pure professionalism in all she does are what immediately come to mind when I hear Louise’s name.
I had the pleasure of working with her for almost a decade! And I really hope I get to work with her again at some point in the future. Louise has an infectious personality and is a joy to be around.”
Jo Kinsey, Regional Studio Manager:
Madame Tussauds (UK)
“Louise, it was always easy and an absolute pleasure working with you. You get to know your brand, are honest and integral in your approach and first to seek considered solutions.
Approachable, sincere and above all you made work fun!”