Brand Specialist

Scope of work (JOB PURPOSE)

As Brand Specialist you will be responsible for planning, executing, and optimizing marketing campaigns, guest-facing activations, and brand touchpoints that drive visitation, strengthen our brand, and deliver memorable guest experiences. This includes seasonal events in the parks, guest activities in the hotel, and resort-wide campaigns that bring the brand to life across multiple channels.

You will ensure every activation is creative, consistent, and commercially effective, working with internal teams and external agencies to deliver on time, on budget, and to the highest standard. This includes ownership of brand presentation across guest touchpoints — from digital channels to on-site signage — ensuring consistency and a seamless guest experience.

Agility is key: guest insights and research will guide future calendars, which means plans may need to evolve quickly. A core focus in 2025 will be developing brick-and-mortar building experiences while also adapting proven concepts from other Merlin and LEGO markets — keeping the calendar fresh, innovative, and relevant.

This is a hands-on role in a fun, fast-paced environment where creativity, energy, and resilience are essential. You will play a direct role in boosting footfall to the parks and hotel during a highly competitive trading period.

Main Responsibilities

1. Deliver high-impact campaigns and activations

• Lead the planning and execution of campaigns, events, and guest activities across parks, hotel, or resort wide.
• Develop concepts that align with brand positioning, guest insights, and commercial objectives.
• Brief and collaborate with the Events & Entertainment team to ensure campaign and event concepts are translated into high-quality, on-the-ground guest experiences.
• Coordinate with Operations, Hotel, Digital, and Guest Services teams to ensure smooth delivery.
• Produce wrap-ups capturing performance, guest feedback, and key learnings.

2. Ensure brand consistency and effectiveness

• Maintain a live marketing calendar of all brand activity across the resort.
• Oversee development of creative assets (digital, print, signage, on-site materials) to ensure compliance with brand guidelines and a consistent guest journey.
• Ensure signage and guest-facing brand presentation meet quality standards and support campaign objectives.
• Monitor campaign and asset effectiveness with agencies and internal teams, providing recommendations for optimization.
• Conduct post-campaign reviews to capture insights and strengthen future activity.

3. Respond to research and insights

• Incorporate guest feedback, research, and campaign data into future planning.
• Adjust calendars when insights highlight opportunities or gaps.
• Partner with Digital/Data and Guest Services teams to embed findings into briefs and reviews.
• Network with Merlin and LEGO counterparts to identify best practices and transferable concepts for local adaptation.
• Proactively refresh and upgrade activities, ensuring the calendar evolves without waiting for prompts.

4. Strengthen collaboration and marketing process efficiency

• Lead cross-functional marketing syncs to align activity across departments.
• Ensure ownership, timelines, and accountability for all deliverables.
• Identify and resolve process gaps that delay or complicate delivery.
• Support junior team members with coaching, clear responsibilities, and development opportunities.

5. Manage and optimize agency performance

• Oversee creative agency output, ensuring work is on brief, timely, and cost-effective.
• Identify capability gaps and recommend improvements or new partners as needed.
• Establish clear briefing and feedback loops to streamline production and reduce revisions.
• Support Procurement when onboarding and managing agencies.

Qualification, Experience and Skills

• 5+ years’ experience in brand, consumer, or event marketing, ideally in entertainment, hospitality, or FMCG.
• Proven track record in planning and executing campaigns, events, or guest activations.
• Strong project management and stakeholder management skills.
• Ability to translate research and insights into engaging, guest-facing experiences.
• Experience managing creative agencies and asset production.
• Energetic, collaborative, and passionate about creating fun, memorable moments for families.