Merlin Entertainments, which oversees 140 global attractions across 23 countries from its base in Poole, has appointed Craig Inglis as its inaugural chief marketing officer (CMO).

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, Craig brings a wealth of experience to Merlin.

He’s well-known for leading an overhaul of John Lewis’s customer and marketing strategies, including moving the brand to a more emotional positioning and leading its iconic Christmas campaigns.

Most recently, he’s 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, he’ll spearhead initiatives to elevate the company’s global brand presence and drive guest engagement across its portfolio of brands.

Craig said: “I’m delighted to join Merlin Entertainments.

“Merlin’s commitment to innovation aligns perfectly with my own passion for harnessing creativity to reimagine brands.

“Together, we’ll push boundaries, challenge conventions, and create experiences that captivate the hearts and minds of our guests and audiences around the world.”

Craig’s appointment follows the arrival of Karim Hajjar, chief financial officer, and Scott O’Neil, who was named CEO of Merlin in late 2022.

Fiona Eastwood, chief operating officer, added: “We’re 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.

“His credentials and leading role at The Marketing Society highlight his award-winning knowledge and experience.

“Craig understands the power of consumer engagement and I know he’ll revolutionise how we market and advertise to our guests in the future.”

To get the best of Dorset Biz News straight to your inbox every week, sign up for our newsletter!