At Merlin Entertainments, our purpose is simple: to bring joy, create connections, and make memories. We’re on a mission to be the global leader in branded entertainment destinations—and the greatest place to work and play. If you’re a strategic CRM professional who thrives in a fast-paced, collaborative environment, this is your opportunity to help shape the customer experience for millions of guests across the APAC region.

About the Role
As Senior CRM Manager APAC, you’ll lead the development and execution of data-driven CRM strategies that enhance customer engagement, loyalty, and lifetime value across Merlin’s portfolio of attractions. You’ll partner closely with marketing, ecommerce, and digital teams to deliver personalized, high-impact campaigns that drive meaningful results.

You’ll be responsible for:

• Developing and implementing CRM strategies across email, SMS, and other digital channels for our 21 attractions in APAC; spanning key markets of ANZ, Japan, Korea, Thailand, Hong Kong, Singapore & Malaysia. .
• Using customer data to segment audiences, personalize journeys, and create lifecycle campaigns.
• Collaborating cross-functionally to ensure a seamless customer experience across all touchpoints.
• Leading campaign testing, optimization, and performance reporting to continuously improve engagement and conversion.
• Driving innovation through new technologies, automation, and creative campaign approaches.
• Building, coaching and mentoring a high-performing CRM team while contributing to the broader marketing community.

About You
You’re a data-savvy, results-focused CRM leader who combines strategic thinking with hands-on delivery. You know how to turn insights into action and thrive in dynamic, fast-paced environments.

We’re looking for someone who brings:

• 5–7 years’ experience in CRM, preferably within leisure, travel, or entertainment industries.
• Previous experience supporting markets across key markets in APAC region
• Proven success developing and executing CRM strategies that drive measurable results.
• Expertise in CRM platforms such as Salesforce, HubSpot, or similar.
• Strong analytical and reporting skills with a data-driven mindset.
• Exceptional communication, project management, and stakeholder engagement skills.
• A passion for delivering joyful, meaningful customer experiences and inspiring your team to do the same.

Benefits

• Corporate benefits including free access to all our attractions worldwide
• Domestic and global opportunities to develop and progress your skills and career in tourism and attractions
• Additional Leave (including birthday and wellbeing) and 3 volunteer days to give back to a social cause you care about
• Opportunity to be involved with our Diversity & Inclusion initiatives, including our Reconciliation Action Plan
• Being part of a business built on fun

About Us

Merlin Entertainments is the company behind iconic brands like SEA LIFE, Madame Tussauds, LEGOLAND, and Peppa Pig World of Play. We operate in over 140 attractions across 25 countries, delivering memorable experiences to 54 million+ visitors a year.

We’re the leading operator of visitor attractions in Australia and New Zealand, with 8 attractions, including SEA LIFE, Wild Life, Madame Tussauds, LEGOLAND Discovery Centre, and The Sydney Tower Eye.

Merlin Entertainments is driven by a strong social responsibility with the vision to create a world where the global community respects, conserves, and sustainably manages our precious aquatic habitats, wildlife, and natural resources. We strive to achieve this goal through our 2 charities: Merlins Magic Wand and the SEA LIFE Trust.

So, if you are vibrant and passionate about delivering an amazing service within a great company and in a team who loves what we do – then we want to hear from you! 

Merlin Entertainments strongly encourages application from all background, including people of Aboriginal and/or Torres Strait Islander decent.

Please let us know at anzrecruitment@merlinentertainments.biz if you require any adjustments to the recruitment process to support your application.