Global Head of Brand Identity

Merlin Entertainments Group; Greater London; Hybrid; GBP 150,000 - 200,000; Full time

Job summary

A leading global entertainment company is seeking a Global Head of Brand Identity to oversee brand identity standards and governance. This role blends creative stewardship and operational discipline, managing a team to foster brand pride and excellence. The ideal candidate will have extensive experience in brand identity, strong design sensibility, and leadership skills. The position offers a competitive salary with various benefits including holidays and discounts on attractions.

Benefits

Competitive annual salary

33 days holiday including bank holidays

'Enjoy the Ride' Merlin Annual Passes

Merlin Magic Pass

Company bonus

Private pension scheme

Discounts off LEGO and retail shops

Ongoing training and development opportunities

Qualifications

• Extensive experience in brand identity, management, or governance within global entertainment or retail businesses.
• Proven experience managing complex brand systems across multi-brand environments.
• Strong design sensibility with expertise applying brand across various touchpoints.

Responsibilities

• Oversee the development of brand identity standards and governance.
• Manage brand audits and compliance reviews.
• Collaborate with multiple departments to ensure cohesive brand expression.

Skills

Brand identity management

Cross-functional collaboration

Creative problem-solving

Exceptional communication

Leadership

Job description

What you'll bring to the team

Global Head of Brand Identity

Location: London, Arbor

Hours: 37.5 hours per week

Contract Type: Permanent, salaried

The Global Head of Brand Identity is the steward of Merlin Entertainments' brand portfolio, ensuring the master brand and all attraction brands are expressed consistently, creatively, and compliantly across every market. This role blends creative guardianship, operational discipline, and cross‑functional collaboration, creating distinctive brand identities while enabling teams worldwide to activate them with clarity and confidence.

You will oversee the development, governance, and day‑to‑day implementation of brand identity standards, empowering teams with the tools, systems, and guidance they need to deliver best‑in‑class brand experiences. Key responsibilities include developing and maintaining visual and verbal identity systems, ensuring consistent application across guest‑facing materials, digital channels, marketing, and environments, and managing global brand guidelines, playbooks, and approval processes.

This role also involves leading brand audits and compliance reviews, managing digital asset libraries and templates, delivering training and workshops, and championing tools and processes that improve brand governance and creative efficiency. You will collaborate closely with Marketing, Creative, Legal, Licensing, Retail, and Experience Design teams to ensure cohesive brand expression, while balancing local creativity with global consistency.

As a leader, you will manage a team of brand identity specialists, fostering a culture of brand pride, creative excellence, and meticulous attention to detail.

Qualifications & Experience

• 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 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

• A competitive annual salary
• 33 days holiday (includes bank holidays)
• 'Enjoy the Ride' Merlin Annual Passes - 6 in total per year, 1 for you, plus 5 to gift to loved ones!
• Merlin Magic Pass - 20 free tickets for you, your family and friends to enjoy all of our Merlin Attractions across the world rising to 40 after a year's service
• Company bonus
• Private pension scheme
• 40% discount online off LEGO
• 25% discount in our on-site retail shops and restaurants
• Ongoing training and development opportunities
• Plus, many more...

Pay Range

Competitive