Merlin Entertainments
Empowering Merlin’s Data & Analytics team to accelerate customer-centric transformation across global attractions.
The Background
Merlin Entertainments, one of the world’s leading operators of theme parks and attractions, set out to elevate its Data & Analytics (D&A) capabilities to drive better customer and business outcomes.
The goal was to embed a more customer-centric, insight-led approach across the organisation — one that puts data at the heart of decision-making and elevates the visitor experience at every touchpoint.
With a vision to become more agile, intelligent and experience-focused, Merlin reimagined the role of data across its teams, operations and strategic leadership — positioning D&A as a key enabler of growth.
Our Approach
Sullivan & Stanley provided consulting expertise and embedded capability to lead, coach and accelerate the transformation of Merlin’s D&A function.
Working closely with the Chief Data Officer, we focused on upskilling teams, aligning leadership, and creating the conditions for sustainable, high-impact delivery.
We supported:
- Leading the D&A function, coaching key individuals and onboarding new leaders
- Upskilling the team through hands-on workshops and coaching on modern product and data practices
- Driving organisational design to embed new roles and responsibilities within D&A
- Aligning the D&A roadmap with broader commercial and strategic priorities
- Creating a prioritised backlog of business initiatives to accelerate value delivery
- Facilitating change communication and education across the business to embed data-led ways of working
- Increasing collaboration between Commercial, D&A and Technology teams to deliver outcomes at pace
The Outcome
Merlin is now positioned to make faster, more confident decisions using data — and to create richer, more personalised experiences across its global portfolio of attractions.
- Stronger D&A leadership with clearly defined roles, responsibilities and a fit-for-purpose operating model
- Accelerated delivery of data and product initiatives across business units
- Greater clarity and alignment between D&A and strategic business objectives
- Upskilled, empowered teams equipped to lead transformation from within
- Increased impact of data on customer experience, commercial performance and innovation
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