We bring brands to life and partner with leading owners of Intellectual Property content to create unforgettable visitor experiences
Our Midway attractions are branded, indoor attractions including brands such as SEA LIFE and Madame Tussauds
Merlin Entertainments announces LEGOLAND Shanghai
Nick has nearly 30 years’ experience in the visitor attractions industry and was appointed Chief Executive Officer of Merlin Entertainments in 1999. He was appointed a Director of the Company on 20 October 2013.
Nick started his career in FMCG marketing, first with Rowntree and then with Reckitt Colman. He went on to hold senior positions within The Tussauds Group (Pearson PLC), including Marketing Director of Alton Towers and Head of Group Marketing, before becoming Managing Director of Vardon Attractions and a main board director of Vardon plc. In 1999 Nick led the management buyout of Vardon Attractions to form Merlin Entertainments and, in 2005, initiated the process which led to its acquisition by Blackstone.
Nick is Chairman of UKHospitality, the trade body representing the UK’s hospitality and tourism industry with a membership of over 45,000 companies.
Anne-Francoise was appointed Chief Financial Officer in August 2016. With over 25 years’ experience in finance across international organisations, Anne-Francoise brings a strong focus on strategy execution, M&A, process improvement and governance.
Anne-Francoise started her career in the UK as a Finance Graduate Trainee at John Crane, before moving to Tetra Pak, then ADP and later Caterpillar UK. In 1997, she joined GlaxoSmithKline and held a variety of increasingly senior roles across the organisation in the UK and overseas, including Senior Vice President of Finance for Vaccines. In April 2013, Anne-Francoise joined Dechra Pharmaceuticals PLC as Chief Financial Officer, where she was instrumental in transforming Dechra into a successful pharmaceutical company specialising in animal health. She led the expansion of its international footprint through acquisitions and delivered significant efficiencies through modernising Finance and R&D processes.
Anne-Francoise is a Non-executive Director of Compass Group PLC.
Natalie has more than 20 years of HR experience, having started her career as a graduate manager with Barclays Plc. She has since held senior positions with Kingfisher Plc, AstraZeneca Plc, and Sodexo, leading highly commercial HR functions in the UK, for Europe, and most recently globally. Natalie is passionate about linking quality of life for employees with positive experiences for consumers, and improved business results.
Natalie is a thought leader in diversity and inclusion. She has won awards for her contribution to gender diversity in the UK, and is chair of the Women 1st campaign. Natalie is also deputy chairman of People 1st and is a member of the Prince's Trust Women's Leadership Group.
Ian Crabbe was appointed Manager Director, Resort Theme Parks in 2019. He was previously Divisional Director, Alton Towers Resort for 10 years. Ian guided the Staffordshire theme park through a challenging decade, focussing on providing outstanding guest experiences and product innovation. Ian’s tenure saw the Resort introduce world-beating rollercoasters including The Smiler and Wicker Man, and the opening in 2019 of the Alton Towers Dungeon. Ian has also driven the expansion of accommodation at the Resort, including the launch of the UK’s only CBeebies Land Hotel which opened in 2017. Ian has also overseen the management of Thorpe Park Resort during 2018.
Ian joined Merlin in 1995, spending 14 years in leadership roles within the SEA LIFE and Dungeon attractions before moving to Alton Towers. Prior to that, Ian had spent more than 20 years in in motorway service station operations.
Fiona Eastwood is Chief Operating Officer of Merlin’s Midway attractions encompassing the existing Midway estate, new openings and franchise operations.
Fiona was previously Managing Director, Midway Attractions a role to which Fiona was appointed in 2019, following a period as Managing Director, Resort Theme Parks. In 2015, Fiona joined Merlin as Global Marketing Director, Midway Attractions, responsible for driving all aspects of brand strategy and marketing across a global portfolio of Midway brands.
Fiona joined from BBC Worldwide, where she was responsible for strategic planning, brand management, market research, ancillary revenues and branded partnerships across Nordics, CEMA, Asia and Latin America. Previously, she held roles as Managing Director, Consumer Products and Commercial Director for one of the BBC’s biggest international brands, Doctor Who.
Mark ‘Fish’ Fisher manages Merlin Magic Making (MMM), the company’s business development, creative and brands organisation. MMM works alongside Merlin’s three Operating Groups and brings together, New Business Development, Creative, Intellectual Property, Production, Project Management, Group Engineering and Brand Development.
A graduate in Recreation Management, Fish joined the Tussauds Group in 1991 and Merlin in 1995. He has been a senior member of the management team since the inception of Merlin, playing a key role as part of the original management buyout of Vardon, and in the ongoing organic development, which has been at the heart of the company’s success. Originally Group Marketing Director, he has also held the Managing Director roles in all of Merlin’s Operating Divisions.
Fish is also a non-executive director of Daniel Thwaites PLC.
John heads up LEGOLAND Resorts Group and is responsible for all new and existing LEGOLAND Resorts globally, supporting Merlin’s dynamic growth plans.
He was previously Merlin’s Chief New Openings Officer responsible for all new attraction openings including six new LEGOLAND Resorts and the integration of acquisitions.
John started his career at the LEGO Group following a business degree, and subsequently took on the challenge to expand the LEGOLAND franchise outside of its homeland in Denmark. Having first worked on projects in the UK (LEGOLAND Windsor opened in 1996) he project managed the first US LEGOLAND Park, based in California; before moving into general park management first in Germany and then back in California.
John joined Merlin’s senior management team as part of the acquisition of LEGOLAND Parks in 2005, and as Managing Director LEGOLAND Parks oversaw both the continued development of the Group's existing LEGOLAND Parks into successful short break resorts for families with young children; and the identification and planning for new LEGOLAND parks around the world, including the opening of LEGOLAND resorts in Florida and Malaysia.
Matt was appointed Group General Counsel and Company Secretary in February 2016. Leading the Group’s governance, compliance and legal matters, he is also responsible for Corporate Affairs, Property and Health and Safety on the Executive Committee.
Matt has a held a number of Executive Committee roles within publicly listed companies including General Counsel and Company Secretary at DS Smith PLC, Group General Counsel and Company Secretary of VT Group plc and Group General Counsel of RMC Group plc. He began his career at law firm Linklaters.
Hans Aksel started his career as an officer in the Army but decided that business was more to his liking, leaving to take a Masters degree in Marketing. He has more than 25 years of extensive experience in both FMCG and the entertainment industry across general management, global brand building, consumer & trade marketing and new product development.
Hans Aksel began working for LEGOLAND with the original LEGOLAND park in Billund in Denmark in 2000, moving to become Marketing Director in LEGOLAND Windsor.
In 2008, he moved into an operational role as Divisional Director managing LEGOLAND Deutschland. In 2014 he took a new role as Divisional Director LEGOLAND Parks USA, overseeing the continued resort development of both parks and hotels in LEGOLAND California and LEGOLAND Florida. In 2015, Hans expanded this role across eight of the current parks as Managing Director of the Operating Group.
Justin was appointed Chief Strategy Officer in 2018 after three years as Managing Director, Resort Theme Parks. Justin initially joined Merlin in 2011 as Marketing Director within Resort Theme Parks.
With over 25 years’ experience across a range of international organisations, Justin brings a robust approach to strategy development, business execution and the understanding and delivery of consumer needs. As Chief Strategy Officer, he is focused on maximizing the significant prospects available to Merlin by informing, shaping and driving the Company’s global strategy in the context of an ever-evolving market backdrop.
With a career spanning GlaxoSmithKline, Kellogg’s and AstraZeneca, Justin has held a number of senior roles leading the development and growth of a range of brands in the UK and on a global basis.