Commercial Director- Midway North America job with Merlin Entertainments Group in Orlando, FL, United States | Leisure Opportunities
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Merlin Entertainments. Serious About Fun!

Do you have the Magic in you to create memorable experiences all for the love of fun? Do you wish to cast a spell of laughter and enjoyment to the people around you? Want to join a team that creates smiles and memories globally on a daily basis? Then you have the magic to be Team Merlin at Madame Tussauds Orlando!

About The Role
You will be in the middle of the magic, supporting the strategic business objectives of our exciting and dynamic commercial teams across Midway NA. Merlin is seeking a senior sales leader with a proven history of innovation, development and creation of high level business strategy in a competitive, dynamic and evolving market space. As Commercial Director with Merlin Entertainments, you will be responsible for successfully managing all commercial services including but not limited to, new business development and planning the day to day delivery of commercial departments including photography, food & beverage and retail.

Key Objectives:
- Define and implement a 5 year development strategy for Midway North America’s commercial offering, moving our commercial spaces to world class attraction experiences, delivering best in class SPH.
- Provide specialist leadership and guidance for the above functions in order to achieve key annual financial targets (RPC, revenue budgets, COS control, gross profitability and EBITDA)
- Ensure best in class standards and guest satisfaction though both day to day operations and development of our food retail spaces though Capital investment

Main Responsibilities:

Operations
- Lead the day to day commercial performance, of those categories within the job role.
- Drive operational efficiency using commercial expertise so that more resources can be moved into customer facing activities to add value to guest satisfaction and spend.
- Ensure that the agreed store standards are delivered in all retail, photography and food units. To regularly assess & review these standards are being upheld.
- Take ownership and deliver guest satisfaction and service standard KPIs for the Midway London secondary spends.
- Facilitate and conduct operational support visits to each attraction as appropriate in order to drive commercial performance.
- Impart advanced retail, photography food and games knowledge on teams generating action plans which demonstrate improvement.
- Ensure all franchise partners (manly photo) are aware of Brand Vision & are adhering to it at all times. Through this manage the day-to-day operations of all third party partners and franchises.
- Establish and manage an improved cluster logistics team, providing improved on shelf availability across all attractions. Deliver improved inventory accuracy and cost savings.
- Develop one central stored facility delivering cost saving, better productivity and in coordination with finance, better financial controls.
- Create a P&Ls structure and review process for all commercial activity.

Marketing
- Understand the market dynamic in MW guests and embed this in the strategy to grow commercial revenue.
- Ensure annual marketing plans exist for each commercial product offer ensuring the attractions have a plan to adapt to, Schools, Groups, International / Domestic Splits, Seasonality of Events etc.
- Liaise with Merlin Retail, F&B & Brand Directors in conjunction with the Group Buying Director to agree product ranges.
- Work closely with Brand Marketing to ensure all retail units are adhering to brand standards on signage and environment.

Financial
- Delivery of budgeted commercial spends and EBITDA, ultimately exceeding budgeted revenue and net profitability
- Closely monitors and analyses all data relating to sales, margins and average transaction values.
- Use of latest financial information to understand and rationalise key drivers of performance throughout all commercial spaces; addressing problems, and developing and implementing the appropriate solutions.
- Monitor forecasts and adapt overheads accordingly throughout the year.
- Accountable for all reporting being delivered on time and in the agreed formats to Cluster Finance team.
- Ensure stock budgets are not exceeded; monitor attraction specific open to buy values and implement actions to reduce stock excess where necessary.
- Implement and measure all procedures relating to cash and stock control.

Development
- Develop, in conjunction with the Group Retail & F&B Director, and the General Management teams a clear 5 year Food, Retail Strategy. Ensure this delivers in line with the flag ship status the attractions want to achieve.
- Deliver an annual commercial BP
- Identify additional revenue streams which are on brand and matched to the Merlin values. Make proposals for change to the Cluster Director (Hotels / Buses / Theatre Tickets etc.)
- Deliver successful development P&L’s that will ensure MW is represented with quality applications at the annual commercial development boards.
- Facilitate the communication between the cluster and the central buying team to ensure a smooth merchandise ordering process is achieved, thus ensuring robust availability and product choice. Provide feedback on areas which are over / under performing where appropriate.
- Pursue other revenue earning opportunities to facilitate additional brand experiences and profit streams.
- Proactively manage third party partners, development strategies.

People
- Act as a key partner to the Cluster Directors and GM’s ensuring that all strategies are aligned
- Maximise cluster synergies through the management and creation of one commercial team.
- Actively develop the leadership team’s knowledge of best practices ensuring that they take ownership and pride in their work, and are trained for the function they perform.
- Take ownership for and develop a team that will consistently deliver guest expectations in all service and operational standards on a daily basis.
- Maximise sales in profit centres and concessions through focused and fully trained Commercial Operations Managers.
- Develop a succession plan for the cluster, working with HR to identify training and development needs. Support the Talent Management and Personal Development Plan programmes.

Health & Safety
- Ensure all products ranged and sold throughout the cluster adhere to Merlin’s code of conduct.
- Lead conversations with various regulatory authorities (Environmental Health, Trading Standards and the police) and if applicable be the Cluster DPS for licensing.
- Ensure full cluster compliance with Trading Standards and health & safety, to include food hygiene, Challenge 25 and Merlin’s code of conduct

Experience and Education
- Bachelor’s degree preferred in Business, management or related field
- Up to five years of experience in retail operations or equivalent experience preferred
- Experience designing and implementing comprehensive Merchandising programs
- Experience in Merchandising or store operations; multi- unit leadership preferred
- Experience in new product development
- Effectively communicates and influences all levels of management and Partners
- The ideal candidate will have experience in complex retailing environment
- Proven leadership experience in a complex environment with multiple direct reports
- Excellent customer service skills
- Ability to manage multiple assignments/projects
- Must be self-motivated and able to work with minimal supervision
- Demonstrates effective written and verbal communication skills, strong customer focus
- Ability to work in a fast paced environment
- Must be a strong learner, think independently, and demonstrate critical thinking
- Accurately documents and supports work performed and conclusions reached.

About The Benefits
In return you will find a competitive salary and benefits package (including a medical, vision, dental, life insurance and 401(k) matching plan offering), share program opportunities, and benefit from free entry to all of our Merlin attractions which also extend to family and friends. In addition, you can expect continued growth of joining an exciting, global organization.
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