Merlin Entertainments has named Sara Holt as its new group marketing director for the UK and its resort theme parks in Europe.
Taking up her new post with immediate effect, Holt will be tasked with overseeing the creation of all the marketing plans for Merlin’s UK attractions, which include Alton Towers, LEGOLAND Windsor, the London Eye and Madame Tussauds.
Having previously worked as the entertainment firm’s midway (indoor) attractions marketing director, Holt first joined Merlin in 2019 as sales and marketing director for London.
Reporting in to managing director of resorts and theme parks, Mike Vallis with a dotted line to managing director of midway, Rob Smith, Holt’s new role will have a particular focus on leading the brand’s digital transformation.
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“We are entering an exciting new chapter of growth here at Merlin Entertainments and it is a privilege to be able to promote and develop Sara into such a brilliant new role,” Vallis said.
“Sara’s background experience is incredibly impressive, and her skills and insights will be invaluable as we seek to drive and create more experiences for guests and continue the strong momentum across our UK and European Resorts.”
On her appointment, Holt added: “I am really thrilled to take up this new role in what is a really exciting time for Merlin as we focus on digital transformation in our marketing. This is a fantastic opportunity to develop our marketing model and unleash new sources of growth through data and capitalise on the power of our world class brands.
“Merlin has easily been the best place I have ever worked in terms of support as a working mother with a true people-first inclusive culture dedicated to entrepreneurialism. I am massively excited to be leading such a brilliant team at this next stage of our development.”
