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What you'll bring to the team

Role Summary

As the General Manager of our iconic Toronto attraction(s), you’ll be at the helm of delivering exceptional guest experiences, driving commercial success, and fostering a high-performance culture rooted in our Merlin values. Whether overseeing a single site or a larger cluster, you will lead with vision, agility, and a passion for making every visit magical.

This role combines strategic leadership with hands-on operational excellence. From growing EBITDA and market share to championing guest satisfaction and team engagement, you will ensure our attraction remains a top destination while upholding the highest standards in safety, service, and innovation.

Key Responsibilities

Guest Experience & Brand Leadership

+ Champion a **guest-first culture** , using data insights to anticipate and exceed visitor expectations.

+ Serve as a visible, passionate **brand ambassador** , upholding the integrity of the Merlin brand in all communications and activities.

+ Drive **employee engagement** and embed service excellence across every touchpoint.

Commercial Strategy & Performance

+ Develop and execute targeted marketing plans and customer segmentation strategies.

+ Optimize revenue through robust channel management, pricing, and product strategies (RPC, yield, and volume).

+ Deliver sustainable **EBITDA growth** , productivity improvements, and ROI-aligned capital projects.

+ Identify and activate new revenue streams using innovation and Midway best practices.

Operational Excellence & Compliance

+ Lead high-performing operations teams, ensuring efficiency, scalability, and best-in-class guest service.

+ Maintain robust **health, safety, and crisis management protocols** aligned with Merlin and legal standards.

+ Ensure optimal staffing levels and profit protection procedures are in place at all times.

People Leadership & Culture

+ Inspire and develop a culture of continuous improvement, wellbeing, diversity, and inclusion.

+ Implement talent management and succession planning processes to build a strong leadership pipeline.

+ Foster cross-functional collaboration, open communication, and a “safety-first” mindset throughout the team.

Partnerships & Community Engagement

+ Forge and grow external partnerships with local authorities, non-profits, and community groups.

+ Represent Merlin externally, enhancing the reputation and reach of the attraction.

Qualifications & Experience

What You Bring

+ Bachelor’s degree in business, management, or marketing (preferred).

+ At least **3 years in a leadership role** within a high-volume visitor attraction, retail, hospitality, or entertainment environment.

+ Proven track record of delivering financial results (including at least 2 years achieving EBITDA targets).

+ Commercial acumen, strong operational judgment, and deep guest-centric thinking.

+ Experience managing diverse teams and engaging stakeholders across a matrixed organization.

+ Strategic mindset with the **charisma to inspire** and the resilience to lead through change.

+ A high level of **emotional intelligence** , integrity, and a “make-it-happen” attitude.

Other Requirements

+ Must hold a valid driver’s license.

+ Flexibility to work weekends, holidays, and evenings as needed.

+ Occasional travel (domestic/international) may be required.

+ Must be able to meet physical and environmental requirements of an operational role.

Benefits

Our Merlin Values – We Live by Them Every Day

• **We Care** – We go above and beyond to care for our guests, our teams, and the world around us.

• **Own Your Craft** – We are passionate about doing our best work and helping others shine.

• **Drive and Discover** – We act with purpose, explore new ideas, and embrace change.

• **Go Together** – We collaborate, listen, and move as one united team.

• **Enjoy the Ride** – We create joy, celebrate progress, and welcome everyone along the way.

Your Adventure Awaits! 🌟🌍

At Merlin Entertainments North America, we believe in not just rewarding your work but enhancing your journey with an exhilarating array of benefits that go beyond the ordinary. Get ready for a ride of a lifetime as we unveil the extraordinary perks waiting for you!

• Your Benefits Odyssey Begins Here:

• **Competitive Salary:**

+ Brace yourself for a salary that not only recognizes your talents but propels you to new heights.

•️ **Generous PTO:**

+ Time off is your passport to recharge. Enjoy a generous PTO policy to explore, relax, and rejuvenate.

•‍⚕️ **Affordable Health Plans:**

+ Dive into the comfort of affordable medical, vision, and dental plans that prioritize your well-being.

• **Global Access Pass:**

+ Picture this – free entry to all Merlin attractions worldwide! Your golden ticket extends to family and friends, unlocking a world of wonder.

•️ **Secure Your Future:**

+ Safeguard your legacy with company-paid life insurance – because we care about your peace of mind.

• **Continued Growth:**

+ Joining Merlin isn't just a job; it's a thrilling expedition. Expect continuous growth in an exciting, global organization that values your journey.

Pay Range

Compensation between CAD $75,008.00/Yr.-CAD $95,000.00/Yr.

Submit a Referral (https://careers-na-merlinentertainments.icims.com/jobs/9259/general-manager/job?mode=apply&apply=yes&in\_iframe=1&hashed=-1834381883)

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.

**Location (Country-State-City)** _CA-Toronto, Ontario_

**Job ID** _2025-9259_

**Employment Type** _Full-Time_

**Offer/Contract Type** _At Will (US Only)_

**Location Name** _LEGOLAND Discovery Centre Toronto_