General Manager - Legoland Discovery Centre Scheveningen at Merlin Labs

The Hague, South Holland, Netherlands -

Full Time

Start Date

Immediate

Expiry Date

28 Apr, 26

Salary

0.0

Posted On

28 Jan, 26

Experience

5 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

General Management, Full P&L Responsibility, Marketing Strategy, Commercial Strategy, Guest Experience, Operational Excellence, Brand Management, Local Marketing Execution, Pricing, Partnerships, Data-led Decision Making, Team Leadership, Stakeholder Management, Financial Acumen, Safety Compliance

Industry

Entertainment

Description

What you'll bring to the team General Manager - LEGOLAND® Discovery Centre – Europe Netherlands Location: ScheveningenFull-timeOrganisation: Merlin Entertainments Duration: 12 months with possibility of extension The Role As General Manager of LEGOLAND®, you hold full accountability for the overall performance of the attraction, including guest experience, commercial growth, brand impact and operational excellence with hands-on oversight of local marketing performance and execution, working in close partnership with central marketing teams. With a strong marketing and commercial leadership mindset, you position LEGOLAND locally as the leading family entertainment brand, fully aligned with global LEGO® and Merlin brand strategies. You will work closely with Marketing, Commercial, Brand teams and Finance, while taking local ownership of marketing execution, partnerships, pricing and propositions. You will report to the Regional Director. As General Manager, you will oversee the full strategic and operational performance of the attraction. You set the tone—leading your team, delivering outstanding guest experiences, and ensuring that the center meets all financial, safety, and brand standards. Your leadership will ensure the attraction continues to grow and thrive. Your Impact This role combines full P&L responsibility with marketing-driven growth: Commercial & Marketing Leadership Develop and execute a local marketing and commercial strategy aligned with Merlin Europe and global brand guidelines Maximise attendance, revenue and yield through: Campaigns and seasonal activations Local partnerships and B2B collaborations Pricing, promotions and product innovation Act as the local marketing thought leader and key business partner for central teams leading trading and marketing performance reviews (traffic conversion, yield, ROI) Drive data-led decision making based on KPIs, guest insights and market analysis Brand & Guest Experience Ensure consistent and high-quality LEGOLAND® brand execution across all touchpoints Translate brand strategy into magical, locally relevant guest experiences Lead initiatives that increase NPS, repeat visitation and brand preference Operational & People Leadership Full accountability for safety, quality and operational performance Lead and develop a multidisciplinary management team (Operations, Marketing/Commercial, Retail, F&B, Guest Experience) Build a high-performance culture focused on engagement, inclusion, development and ownership Confident influencing and challenging central teams to ensure local market needs are reflected in campaign planning and investment decisions Qualifications & Experience Who You Are You are a commercially strong General Manager with a proven track record in marketing-led growth. You bring: Minimum 5+ years of leadership experience in leisure, hospitality, retail or FMCG Demonstrated experience in: Marketing and commercial strategy Full P&L accountability Brand-driven growth Comfortable leading consumer marketing and campaign activity (digital, social, partnerships, promotions, seasonal events) Strong understanding of local market dynamics and how to drive visitation through targeted marketing Able to translate performance insights into action (KPIs, trading, guest data) Experience operating within a matrix organisation (local and central teams) An inspiring coaching people leader with both strategic and hands-on capability Fluent in English and Dutch (local language is an advantage) Benefits What We Offer A unique opportunity to lead a globally loved family attraction. Competitive salary plus 8% holiday allowance. Participation in the Company Pension Plan with Nationale Nederlanden. 25 holiday days per year (plus statutory public holidays). Performance-related bonus. Car allowance. Merlin Magic Pass—free entry to Merlin attractions worldwide for you, friends, and family. Career development and growth opportunities within Merlin’s global network. A fun, creative, international working culture built on imagination and play. Why Merlin & LEGOLAND®? At Merlin Entertainments, we create memories that last a lifetime.This role offers the opportunity to truly connect marketing, brand and commercial strategy with operational delivery, making a direct impact on millions of families every year. Posted Salary Range Competitive

Responsibilities

The General Manager holds full accountability for the attraction's overall performance, encompassing guest experience, commercial growth, brand impact, and operational excellence, while setting the tone for the multidisciplinary management team. This role involves developing and executing local marketing and commercial strategies to maximize attendance and revenue through campaigns, partnerships, and innovation.