Global Head of Brand Identity

Merlin Entertainments; City Of London; On-site; GBP 125,000 - 150,000; Full time

Job summary

A leading entertainment company based in the UK is looking for a Head of Brand Identity. This role involves implementing and governing brand identity standards and collaborating with various teams to maintain brand consistency. Candidates should have substantial experience in brand identity and management, strong communication skills, and a passion for creativity. The company offers a competitive annual salary, generous holiday, company bonuses, and additional perks like free tickets and discounts.

Benefits

Competitive annual salary

33 days holiday

'Enjoy the Ride' Merlin Annual Passes

Merlin Magic Pass

Company bonus

Private pension scheme

40% discount on LEGO online

25% discount in retail shops

Ongoing training and development opportunities

Qualifications

• Extensive experience in brand identity, brand management, or brand governance.
• Proven experience managing complex brand systems.
• Strong design sensibility across digital and physical touchpoints.

Responsibilities

• Develop and implement day-to-day brand identity standards.
• Create and maintain visual and verbal identity systems.
• Lead brand audits and compliance reviews.

Skills

Brand identity

Brand management

Design sensibility

Communication skills

Leadership skills

Job description

Overview

Head of Brand Identity – Merlin Entertainments (Main location: Uxbridge, London). This role is the steward of Merlin’s brand portfolio, ensuring the master brand and all attraction brands are expressed consistently, creatively, and compliantly across every market. The position blends creative guardianship, operational discipline, and cross‑functional collaboration to create distinctive brand identities and enable teams worldwide to activate them with clarity and confidence.

Key Responsibilities

• Develop, govern, and implement day‑to‑day brand identity standards, providing tools, systems, and guidance to deliver best‑in‑class brand experiences.
• Create and maintain visual and verbal identity systems, ensuring consistent application across guest‑facing materials, digital channels, marketing, and environments.
• Manage global brand guidelines, playbooks, and approval processes.
• Lead brand audits and compliance reviews; manage digital asset libraries and templates.
• Deliver training and workshops, championing tools and processes that improve brand governance and creative efficiency.
• Collaborate closely with Marketing, Creative, Legal, Licensing, Retail, and Experience Design teams to ensure cohesive brand expression while balancing local creativity with global consistency.
• Lead and develop a team of brand identity specialists, fostering a culture of brand pride, creative excellence, and meticulous attention to detail.

Qualifications

• Extensive experience in brand identity, brand management, or brand governance within global consumer, entertainment, hospitality, or retail businesses.
• Proven experience managing complex brand systems across multi‑brand or franchise environments.
• Strong design sensibility with expertise in applying brand across digital, physical, and experiential touchpoints.
• Experience collaborating with cross‑functional teams and external agencies across global markets.
• Highly organised, proactive, with exceptional communication, influencing, and problem‑solving skills.
• Passionate about creativity, consistency, and delivering exceptional brand experiences.
• Excellent leadership skills, with experience communicating at senior levels and guiding teams effectively.

Benefits

• Competitive annual salary
• 33 days holiday (includes bank holidays)
• 'Enjoy the Ride' Merlin Annual Passes – 6 in total per year (1 for you, 5 to gift)
• Merlin Magic Pass – 20 free tickets for you, family and friends (up to 40 after a year of service)
• Company bonus
• Private pension scheme
• 40% discount on LEGO online
• 25% discount in on‑site retail shops and restaurants
• Ongoing training and development opportunities