Merlin Entertainments, the global leader in branded entertainment destinations with over 140 global attractions across 23 countries, including LEGOLAND® Resorts, the London Eye, Madame Tussauds, and SEA LIFE aquariums, today announced the appointment of Craig Inglis as its inaugural Chief Marketing Officer (CMO), effective 17 June 2024.
This addition to Merlin’s executive team signals a shift in the company’s approach to global marketing for experiences and branded entertainment destinations.
With an illustrious career in leadership roles spanning marketing, digital and customer experience at household brands like TUI, Virgin, John Lewis, Sage and The Entertainer Group, Inglis brings a wealth of expertise to Merlin. He is well-known for leading an overhaul of John Lewis’s customer and marketing strategies, including moving the brand to a more emotional positioning.
The campaigns launched during his tenure at John Lewis, particularly at Christmas, became much anticipated cultural moments, delivering market-beating effectiveness and winning numerous awards, including Cannes Creative Lions, the Marketing Society, and IPA Effectiveness awards. Most recently, he has spearheaded global campaigns at Sage and driven transformation at The Entertainer Group as Chief Customer Officer. Craig is a Fellow of the Marketing Academy and non-executive Global Chair of The Marketing Society.
“We are thrilled to welcome Craig to our executive leadership team as we continue to innovate in the ever-evolving landscape of entertainment. 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. The role will be integral as we redefine our own Merlin brand as well as the brands we bring to life in our attractions. Craig’s credentials and his leading role at The Marketing Society highlight his award-winning knowledge and experience. Craig understands the power of consumer engagement and I know he will challenge, drive, and revolutionise how we market and advertise to our guests in the future.”
Fiona Eastwood, Chief Operating Officer for Resort Theme Parks and Gateway Attractions
As the first-ever CMO at Merlin Entertainments, Inglis will spearhead transformative initiatives to elevate the company’s global brand presence and drive guest engagement across Merlin’s diverse portfolio of brands and attractions spanning four continents.
As Merlin Entertainments continues to expand its global footprint and cement its position as a leader in the branded entertainment sector, the appointment of Inglis marks a significant milestone in the company’s evolution.
“I am delighted to join Merlin Entertainments as the company’s first Chief Marketing Officer. 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. Merlin’s commitment to innovation aligns perfectly with my own passion for harnessing creativity to reimagine brands. Together, we will push boundaries, challenge conventions, and create experiences that captivate the hearts and minds of our guests and audiences around the world.”
Craig Inglis, Incoming Chief Marketing Officer at Merlin Entertainments
Inglis is the last appointment to complete the full Executive line-up under CEO Scott O’Neil, following the recent appointments of Karim Hajjar, Chief Financial Officer; Spencer Holt, Chief People & Experience Officer; Sarah Venning, Chief Digital & Data Officer; Asha Amster, Chief Transformation Officer; Linda Zou, Chief Strategy Officer; the promotion of Fiona Eastwood, Chief Operating Officer – Resort Theme Parks, and Gateway Attractions; Paul Moreton, Chief Development Officer all joining previous Exec members John Jakobsen, Chief Operating Officer for LEGOLAND and Chief Corporate Officer Matt Jowett.
