eCommerce Optimisation Manager - UK Flexible


UK Flexible

A job with Merlin isn’t like a job anywhere else. With attractions around the world, from rollercoasters to wax figures, we don’t trade in suits, handshakes or briefcases. We trade in fun. In smiles, shrieks and spine-tingles. In Memories. In magic. But there are no tricks behind our magic. Instead, there are people like you. Passionate, dedicated people who are committed to making sure our worldwide attractions and guests’ experiences are the best they can be.

Due to continuing growth and development of Merlin’s Midway brands (which include the London Eye, Madame Tussauds, SEA LIFE & The Dungeons) on a global scale, we are looking for an eCommerce Optimisation Manager to join our UK team! We are open to where this role will be based as long as your are within commutable distance to one of our UK offices / attractions.


About the Role…

Reporting into the Head of eCommerce – Midway UK, the eCommerce Optimisation Manager is primarily responsible for customers going through our booking journey, ensuring optimised conversion from the brand website to the booking funnel and through the booking funnel to order completion. Key objectives include:

  • Ensuring qualified customers are converted to purchase a ticket.
  • Ensuring high level of Content Management – i.e deliver local relevance, integration with local marketing campaigns and optimise performance associated with seasonality (both existing content & developing bespoke content). Acting as the SME and support for all CMS needs between the local teams and Central Ecomm/IT teams.
  • CR Optimisation – Driving conversion of the local attraction brand site and booking journey (Accesso) in line with agreed targets/ benchmarks.
  • Web UX Enhancements – Working with relevant teams and agencies to ensure that all relevant developments are made on time. Rolling out best practice and identify enhancement opportunities with the local marketing teams.
  • Testing – Building out a continuous test and learn approach, by regularly spot checking, monitoring customer journey’s and running AB testing schedule to drive optimal performance.
  • Reporting – Owning and delivering weekly reporting of our conversion funnel focusing on wins and losses, and building out weekly trading action plans to continuously drive performance.
  • Yield Management – ensuring that all relevant products (including Hierarchy of Sales) are live and optimised to deliver maximum yield.
  • Tagging/Merchandising – Supporting changes/new development and new products to ensure they are pushed live and tagged for analysis on user journeys and tracking, working closely with central Tag Manager.
  • Supporting wider Ecommerce team with key strategic projects throughout the year, such as brand site optimisations, booking funnel (Accesso) new features and SEO pilots.
  • It’s essential this role acts as part of the regional trading team, you will also need to work closely with our Marketing teams to ensure appropriate planning/sharing of best practise/being on hand to answer any questions, where required.
  • You will need to work closely with Ecommerce colleagues to ensure that all are kept in the loop and that we have cohesive plans, when required.
  • Effective communication with other eCommerce Optimisation leads globally – to ensure sharing of best practise, that leads to accelerated revenue growth for the Midway attractions.
  • Weekly reporting will be required to continually track performance against target.
  • You will partner with key attraction Stakeholders on a local basis specifically the local Marketing Directors and their marketing teams to deliver a cohesive solution in line with requirements.

About You…


  • Experience of driving best in class e-commerce performance metrics, both across brand sites and booking funnels.
  • Proficient use of Excel to create and update reports and work with large data sets to draw insight from.
  • Experience working within CMS platforms to update front end of website and support in more technical areas in the backend (including SEO, such as meta descriptions, back-linking etc).
  • Experience using Google Analytics for reporting purposes and to understand overall performance of website, highlighting areas of opportunity.
  • Flexibility in adapting to fast-changing priorities and fast paced work environment.
  • Strong organisational skills, with the ability to multi-task and hit the ground running within a hands-on role.
  • You thrive on ownership and accountability – and have a proven track record of acting on your own initiative to deliver change.


  • Experience with the Accesso platform.
  • Leisure/Entertainment experience.


The Benefits…

We’re growing fast and alongside a fun and friendly environment, we offer a fabulous package and amazing prospects – ideal if you’re already fantastic and can quickly become even better (our magic can help here). Benefits include Pension, Life Assurance, discretionary company bonus, 25 days’ holiday and, of course, a Merlin Magic Pass which gives you and your friends and family free admission to all of our attractions worldwide, as well as 25% discount in our retail shops and restaurants and 40% discount on LEGO.

Everyone Matters at Merlin.

At Merlin we welcome the world to our magical attractions and resorts every day and we want to reflect that same multicultural mix inside our business too. We strive to create an inclusive and diverse workplace where people can be themselves, have the same opportunities and thrive together. Because at Merlin, everyone matters!
Together, we work to create a workplace where everyone feels valued, no matter their age, race, gender, disability or sexual orientation. Although we understand that we’ll always be learning and growing, we aim to be the most inclusive and flexible employer in our industry.

Returning to work

As part of our approach, we welcome applications from people looking to return to work after a long career break.
We have an active Return to Work programme, which offers training, mentoring and more, to support with the transition back into working life. So, if you’ve been on a career break for any reason we can support you.

If you have any questions or if you require any reasonable adjustments due to disability or a medical condition, we’d love to hear from you at and one of the team will get back to you as soon as possible.


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