Merlin Creates New Global Team

Merlin Creates New Global Trade Team

25th June 2019: Merlin Entertainments, a global leader in location-based, family entertainment, has created a new Global Trade Team headed by Global Trade Strategy Director, Dominique Sidley.

The Merlin Trade Team currently work with over 300 partners to help deliver unique, memorable experiences to 67 million customers a year at over 130 attractions worldwide. To reflect the increasingly digital nature of the travel and tourism industry and the global coverage of our partners, the new team has been structured to equip Merlin for the future, driving regional growth and focusing on a seamless digital guest journey.

Dominique Sidley, Global Trade Strategy Director, said:

“The new team will be regionally based across North America, EMEA and APAC which gives us the opportunity to focus on our increasing portfolio of amazing attractions, develop new and emerging routes to market and drive the digital guest journey for every visitor to our attractions irrespective of their point of purchase.

“The team is now fully formed and ready for the challenges ahead, working strategically with our partners to deliver mutually positive growth results and most importantly unique and memorable experiences to the visitors of our attractions.”

This commitment to digital development also sees the introduction of a Head of Digital Transformation James Wyld to strengthen the sales and marketing expertise brought to the team through regional heads, Karen Shiers, Will Obbard and Shannon Bailey as well as marketing support from Zoe Dando.


For enquiries contact:

Zoe Dando

About Merlin Entertainments plc

Merlin Entertainments plc is a global leader in location-based, family entertainment. As Europe's Number 1 and the world's second-largest visitor attraction operator, Merlin now operates over 130 attractions, 20 hotels and 6 holiday villages in 25 countries an d across 4 continents. Merlin’s purpose is to deliver memorable experiences to its 67 million guests around the world, through its iconic brands and multiple attraction formats, and the commitment and passion of its c.28,000 employees (peak season).

Visit or follow us on Twitter @Merlin_trade

Team Bio’s

Dominique Sidley – Global Trade Strategy Director Dominique has 25 years’ service within Merlin where she has developed a strong career within the industry. She is a keen advocate of Diversity, Inclusion and Meritocracy and champions these as part of Merlin’s ‘All Together’ programme.

Karen Shiers – Regional Trade Sales Director – North America Karen joined Merlin in 2011 as part of our graduate program. Since then, she has worked across the world in various sales positions, from Madame Tussauds NY to New Openings EMEA to LEGOLAND Japan.

Will Obbard – Regional Trade Sales Director – EMEA

Will joined Merlin 6 years ago in the Corporate Strategy team to drive growth through acquisition and strategic partnerships. Since then he has led B2B sales across Merlin’s European attractions as well as developing and growing UK trade partnerships. He is a qualified accountant having worked in KPMG for 10 years across strategy, and corporate finance.

Shannon Bailey – Regional Trade Sales Director – APAC Shannon has over 20 years’ global experience in the Tourism industry and her career has included various roles with partners across Australia, Asia, the US and Europe. Most recently Shannon has worked as Trade Sales Director creating and executing the trade strategy for Merlin’s New Openings division.

Zoe Dando – Global Head of Trade Marketing Zoe has over 20 years’ experience in trade and consumer marketing roles working across all channels. Zoe is passionate about creating engaging digital content and specialises in activating marketing for trade partnerships as well as managing in-house creative teams.

James Wyld – Head of Trade Digital Transformation James joins the Trade Sales team from Merlin’s London cluster of attractions where he spent 3 years as Head of Operational Development, instrumental in the introduction and ongoing strategic development of the Accesso platform. James is focused on delivering impeccable guest experiences, productivity and efficiency through a digitally integrated path to purchase.

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