Merlin Entertainments announced the appointment of Craig Inglis as its inaugural Chief Marketing Officer (CMO), effective June 17, 2024. This addition to Merlin’s executive team signals a shift in the company’s approach to global marketing for experiences and branded entertainment destinations.
With a career in leadership roles spanning marketing, digital and customer experience at household brands like TUI, Virgin, John Lewis, Sage and The Entertainer Group, Inglis brings a wealth of expertise to Merlin. He is well-known for leading an overhaul of John Lewis’s customer and marketing strategies, including moving the brand to a more emotional positioning. Most recently, he has spearheaded global campaigns at Sage and driven transformation at The Entertainer Group as Chief Customer Officer. Craig is a Fellow of the Marketing Academy and non-executive Global Chair of The Marketing Society.
As the first-ever CMO at Merlin Entertainments, Inglis will spearhead initiatives to elevate the company’s global brand presence and drive guest engagement across Merlin’s diverse portfolio of brands and attractions spanning four continents.
Fiona Eastwood, Chief Operating Officer for Resort Theme Parks and Gateway Attractions, said: “We are thrilled to welcome Craig to our executive leadership team as we continue to innovate in the ever-evolving landscape of entertainment. Craig’s visionary leadership and strategic prowess will be instrumental in redefining how we connect and communicate with our guests worldwide, before, during and after their visit. The role will be integral as we redefine our own Merlin brand as well as the brands we bring to life in our attractions. Craig’s credentials and his leading role at The Marketing Society highlight his award-winning knowledge and experience. Craig understands the power of consumer engagement and I know he will challenge, drive, and revolutionize how we market and advertise to our guests in the future.”
In the role, Inglis will oversee all aspects of Merlin’s brand and marketing strategy, leveraging technologies, data-driven insights, and creativity to deliver customer and brand impact. From theme parks and attractions to resort and hotel experiences, Inglis will lead the charge in bringing Merlin’s brands to life in new ways.
Inglis said: “I am delighted to join Merlin Entertainments as the company’s first Chief Marketing Officer. With a purpose to create joy, connections, and memories, this was an easy decision to make in taking up such an exciting role at a true global leader in branded entertainment. Merlin’s commitment to innovation aligns perfectly with my own passion for harnessing creativity to reimagine brands. Together, we will push boundaries, challenge conventions, and create experiences that captivate the hearts and minds of our guests and audiences around the world.”
