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
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)
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.
Competitive
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