Merlin Entertainments announced the appointment of Fiona Eastwood as Chief Executive Officer with immediate effect. This follows her initial appointment to the role on an interim basis, at the end of November 2024. She will be responsible for leading the implementation of the business’s transformational strategy and to ensure it is well placed to grow at scale and deliver a sustainable, thriving future.
Merlin brings world-famous entertainment brands to life across its diverse portfolio of resort theme parks, city-center gateway attractions and LEGOLAND® Resorts in over 20 countries. It works with partners including the LEGO® Group, Sony Pictures Entertainment, Peppa Pig, DreamWorks, Minecraft, and Ferrari to create destinations where guests can immerse themselves in a wide array of brand-driven worlds, rides and uplifting learning experiences.
Eastwood’s appointment has been made following a robust search process by Merlin’s Board, with consideration of external and internal candidates. She has nearly a decade of experience at the business, including most recently as Chief Operating Officer with responsibility for Gateway Attractions, including Madame Tussauds, the Eye Brand and SEA LIFE, along with Merlin’s Resort Theme Parks. She joined the business in 2015 as Global Marketing Director for Gateway Attractions, responsible for driving strategy and marketing across an expanding portfolio of brands.
Prior to Merlin, Eastwood worked as Managing Director of Consumer Products at BBC Studios, leading the successful turnaround of the division through organizational restructuring, digital transformation and international growth.
Roland Hernandez, Chair of Merlin Entertainments, commented: “Fiona has a deep understanding of the business, the strategies required for sustainable growth, and the vision to spearhead our ongoing transformation. As Merlin’s former Chief Operating Officer, she recognizes the significant role each location plays in our ongoing success, and she will be instrumental in bringing our global attractions together into one united business. The Board looks forward to continuing working with Fiona.”
Eastwood said: “It’s an honor to be chosen to lead Merlin. It is a truly world class company, with remarkable global reach and impact. Over the past decade, I have seen first hand what the business is capable of. My task, as CEO, is to lead Merlin to new heights, with a focus on performance, creativity, operational excellence and guest experience.
“I am grateful to the Board for their support – and look forward to continuing to work with an exceptional management team and our colleagues worldwide to implement the business’s transformational strategy. Together, we will drive growth at scale and help Merlin reach its full potential.”
Eastwood’s appointment comes as Merlin prepares for landmark new openings later this year, including the first standalone Peppa Pig Theme Park next month, in Dallas Fort Worth. This will be followed in the summer when the first LEGOLAND Resort in China, in Shanghai, welcomes its first visitors.
In addition to her responsibilities at Merlin, Eastwood plays a leading role in the wider sector: both as a non-executive director of UKHospitality and as a member of the UK Government’s Visitor Economy Advisory Council.
