Senior App Manager

Merlin Entertainments Group; Greater London; Hybrid; GBP 100,000 - 125,000; Full time

Job summary

A leading entertainment company is searching for a Senior App Manager responsible for enhancing the performance and commercial impact of their global app portfolio. This role entails optimizing the app experience, conducting A/B tests, and translating insights into actionable strategies. Candidates should have strong analytical skills and experience in digital optimisation. The company offers a competitive salary and various benefits including an annual pass and bonus opportunities.

Benefits

Competitive annual salary

33 days holiday inclusive of bank holidays

Merlin Annual Pass - 6 passes for you and your loved ones

20 to 40 free tickets to Merlin Attractions

Company bonus

Private pension scheme

40% discount online off LEGO

25% discount in retail shops

Ongoing training and development opportunities

Qualifications

• Experience in digital optimisation and app performance management.
• Proven track record with A/B tests and personalisation.
• Excellent data analysis skills to inform recommendations.
• Familiarity with app ecosystems and digital marketing.

Responsibilities

• Maximise performance and commercial impact of the app.
• Lead optimisation and experimentation programmes.
• Collaborate with teams to scale improvements.
• Report on performance to senior stakeholders.

Skills

Digital optimisation

App performance management

Conversion rate optimisation

Strong analytical skills

A/B testing

Collaboration across teams

Stakeholder management

Adaptability

Tools

Analytics tools

Job description

What you'll bring to the team

Senior App Manager

Location: London, Arbor

Hours: 37.5 hours per week

Contract Type: Permanent, salaried

The Senior App Manager is responsible for maximising the performance, adoption, and commercial impact of Merlin's global app portfolio. You will lead the optimisation, experimentation, and continuous improvement of the app experience, ensuring it supports Merlin's strategic goals and delivers measurable uplift in engagement, conversion, and revenue.

As the business owner of the app channel, you will translate insight into action, shape the roadmap based on evidence, and drive rigorous performance management across all markets. Working closely with Tech, CRM, Marketing, Data, and GTM teams, you will embed best practice in experimentation, scale the app operating model, and ensure the app consistently delights guests while driving commercial outcomes.

Key responsibilities include owning the commercial performance of the app, identifying optimisation opportunities across the full customer journey, leading a structured experimentation programme, and translating data and insights into actionable recommendations. You will collaborate with global and regional teams to share learnings, scale proven improvements, and ensure alignment with global priorities.

This role also involves reporting on performance, KPIs, testing outcomes, and commercial impact to senior stakeholders, providing evidence-driven insight to support planning and strategic prioritisation.

Qualifications & Experience

• Experience in digital optimisation, app performance management, or conversion rate optimisation.
• Proven track record running A/B tests, personalisation, or behavioural experiments.
• Strong analytical skills with the ability to translate data and insight into actionable recommendations.
• Understanding of app ecosystems, digital marketing, and customer lifecycle management.
• Experienced with analytics and reporting tools to measure performance and guide decisions.
• Skilled in working across matrix or cross-functional organisations, collaborating with multiple teams and regions.
• Excellent communication and stakeholder management skills.
• Highly organised, proactive, and results-oriented, with a continuous improvement mindset.
• Adaptable and comfortable operating in a fast-paced, evolving environment.

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