Ecommerce Sales Director - North America

What you'll bring to the team
ROLE SUMMARY

The Director, Direct Sales – North America is the regional commercial lead responsible for shaping and delivering the direct-to-consumer sales strategy across North America. This role drives sustainable revenue growth across all direct channels, ensuring strong alignment with Merlin’s global consumer and commercial strategy.

Leading a high-performing, multi-disciplinary team, the role holds full accountability for regional sales targets, channel optimization, and the continuous enhancement of end-to-end customer journeys. Acting as a strategic partner to Marketing, Revenue Management, and Operations, this leader ensures that direct sales performance supports both commercial ambition and exceptional guest experience.

• Define and deliver the North America direct sales strategy in alignment with global objectives and regional growth priorities.

• Own and deliver revenue targets across all direct-to-consumer channels, ensuring robust forecasting, performance tracking, and accountability.

• Translate global commercial direction into clear regional execution plans.

• Lead conversion optimization, pricing execution, and trading performance across all digital and offline direct sales channels.

• Drive continuous improvement of customer journeys to maximize engagement, revenue, and guest satisfaction.

• Identify and unlock new commercial opportunities through innovation, testing, and optimization.

• Lead, develop, and inspire a high-performing regional direct sales team with clear objectives, strong engagement, and succession planning.

• Embed best practice and consistency across markets while enabling local optimization where required.

• Build capability across commercial insight, digital performance, and customer-centric selling.

• Leverage data-driven insights to identify trends, opportunities, and risks, informing strategic decisions and corrective actions.

• Ensure strong governance of regional sales processes, commercial standards, and compliance requirements.

• Provide clear, actionable reporting to senior stakeholders across the business.

• Marketing: Campaign planning, demand generation, guest segmentation

• Revenue Management: Pricing execution, optimization, forecasting alignment

• Regional Operations Leadership: Alignment of sales performance with attraction delivery and operational priorities

• Extensive senior commercial leadership experience within a multi-market, consumer-facing environment.

• Proven track record of delivering revenue growth through direct-to-consumer sales channels.

• Experience leading senior managers and multi-disciplinary teams at scale.

• Strong expertise in digital sales optimization, forecasting, and data interpretation.

• Experience operating effectively within complex, matrixed organizations across regions or brands.

• Strategic, commercially astute, and forward-thinking mindset.

• Strong leadership presence with the ability to motivate, influence, and align stakeholders.

• Clear, confident communicator able to translate strategy into action.

• Highly collaborative with strong relationship-building capability.

• Comfortable making informed decisions in fast-paced, evolving environments.

• Seeks new knowledge, explores diverse perspectives, and demonstrates a genuine interest in complex commercial challenges.

• Asks thoughtful questions, remains open to new ideas, and embraces continuous learning.

• Sets clear goals, prioritizes effectively, and continuously evaluates progress to deliver outcomes.

• Takes accountability, learns from success and failure, and consistently delivers against targets.

• Collaborates proactively, shares knowledge, and supports peers across the wider enterprise.

• Communicates with clarity and respect, celebrates success, and contributes positively to culture and performance.

• Actively supports the growth and progression of others through coaching and…