Global ECommerce Growth Director – Direct Channels

Merlin; Sydney; On-site; AUD 180,000 - 230,000; Full time

Job summary

Merlin Entertainments seeks an ECommerce Sales Director - International to lead direct-to-consumer revenue, margins and conversion across multi-brand international attractions. You will define a growth strategy for the direct digital estate, optimise customer journeys, and partner with product, marketing and tech to accelerate revenue.

The role requires senior, strategic leadership with hands-on delivery, strong data-driven decision making and the ability to influence across regions and

Qualifications

• Extensive senior commercial leadership experience within consumer-facing or multi-market organisations, with experience from retail, travel, entertainment industry.
• A proven track record of delivering revenue growth through direct sales channels.
• Experience leading senior managers and multi-disciplinary teams.
• Strong capability in digital sales optimisation, forecasting and data interpretation.

Responsibilities

• Set the regional direct sales vision, aligned to Merlin's global consumer strategy and regional commercial priorities.
• Own all direct-channel revenue, margins and conversion performance, delivering annual and in-year targets.
• Shape and prioritise growth initiatives across web, app, onsite, call centre and kiosk channels.
• Identify and champion new direct revenue streams, product innovations, channel partnerships and go-to-market opportunities.
• Provide senior oversight and challenge to eCommerce operations, removing bottlenecks and resolving risks at pace.
• Govern trading performance across all direct-to-consumer touchpoints, ensuring seamless, optimised customer journeys.
• Drive excellence in pricing execution, promotional governance, merchandising standards and product presentation.
• Partner with CRO teams to prioritise and execute experiments that materially improve revenue and experience.
• Act as senior escalation point for digital performance issues, working closely with Technology and Digital Product.
• Ensure landing pages, content, product structures and customer flows are commercially strong and brand aligned.
• Lead, inspire and develop a high-performing regional direct sales team with clear objectives and strong ownership.
• Provide senior leadership across multiple markets, embedding consistent standards and shared best practice.
• Foster a performance-driven culture grounded in data, trading discipline and commercial accountability.
• Build direct sales capability across the region, strengthening skills in merchandising, analytics, optimisation and storytelling.
• Lead commercial insight generation across direct channels to inform decision-making and investment.
• Establish robust governance for pricing, discounting, promotions and sales compliance.
• Deliver senior-level reporting, performance updates and risk assessments with clear recommendations.
• Drive organisational alignment around the levers that accelerate direct revenue growth.

Skills

Senior commercial leadership

Direct-to-consumer channels

Multi-market leadership

Digital sales optimisation

Forecasting & data interpretation

Job description

Merlin Entertainments seeks an ECommerce Sales Director - International to lead direct-to-consumer revenue, margins and conversion across multi-brand international attractions. You will define a growth strategy for the direct digital estate, optimise customer journeys, and partner with product, marketing and tech to accelerate revenue.

The role requires senior, strategic leadership with hands-on delivery, strong data-driven decision making and the ability to influence across regions and