In an industry-defining move, Merlin Entertainments, a powerhouse in global branded entertainment, has appointed Craig Inglis as its first Chief Marketing Officer (CMO). This strategic decision comes as the company seeks to redefine its approach to global marketing and elevate the experience for visitors across its worldwide attractions.
A New Era for Merlin Entertainments
Craig Inglis steps into the role on June 17, 2024, joining a robust lineup of executives, including recent appointments such as Karim Hajjar, Chief Financial Officer, and Spencer Holt, Chief People & Experience Officer. Inglis completes the executive leadership team under the direction of CEO Scott O’Neil, marking a full deck of visionary leaders poised to steer the company into a new era.
Inglis’s Vision: Transforming Guest Experience
Well-known for his transformative leadership at John Lewis, where his marketing strategies notably elevated the brand’s emotional connection with customers, Inglis brings a storied career to Merlin. His work has consistently delivered effective campaigns that not only won awards but also captured the public’s imagination, notably through the much-anticipated Christmas campaigns at John Lewis.
In his new role, Inglis is tasked with harnessing data-driven insights to refine the company’s marketing strategies across its most famous attractions, including the LEGOLAND® Resorts, the London Eye, Madame Tussauds, and SEA LIFE aquariums. His goal is to enhance customer and brand impact, ensuring each visitor’s experience is as memorable and engaging as possible.
Strategic Impact and Brand Redefinition
Merlin’s Chief Operating Officer for resort theme parks and gateway attractions, Fiona Eastwood, expressed her enthusiasm about Inglis’s appointment. She highlighted the critical role he will play in not only redefining Merlin’s own brand but also in how the brands under Merlin’s umbrella are perceived and experienced by guests. “Craig’s visionary leadership and strategic prowess will be instrumental in redefining how we connect and communicate with our guests worldwide, before, during, and after their visit,” Eastwood commented.
A Commitment to Innovation and Creativity
Craig Inglis himself is excited about the opportunities at Merlin Entertainments. His approach aligns perfectly with Merlin’s dedication to innovation. “With a purpose to create joy, connections, and memories, this was an easy decision to make in taking up such an exciting role at a true global leader in branded entertainment,” Inglis stated. He plans to push boundaries and challenge conventions to create captivating experiences that resonate deeply with guests and audiences globally.
A Promising Future
The appointment of Craig Inglis as CMO marks a significant milestone in Merlin Entertainments’ strategic development. His proven track record, combined with his fresh vision and creative prowess, is set to revolutionise how Merlin markets its attractions and engages with guests. As the company continues to expand its global footprint, the entertainment industry watches eagerly to see how Inglis’s strategies will unfold, promising an exciting future for Merlin and its visitors.
