Anthony Newman, director of brand, marketing and communications at Cancer Research UK, has left the charity after a 17-year stint to become global brand director for Sea Life.
He begins his new job with the Merlin Entertainments business at the end of May, replacing the outgoing Dominic Warne. He will report to Fiona Eastwood, global marketing director – Midway, at Merlin.
Newman will handle brand management for more than 50 Sea Life attractions globally, with a remit to create memorable and fun learning experiences for families. He was a marketing veteran of Cancer Research UK, having worked in roles spanning brand, direct marketing, CRM and comms over the past 17 years.
His role at Cancer Research will not be replaced like-for-like; the charity confirmed his remit will now be handled jointly by Jo Cooke, director of brand, marketing and innovation, fundraising and marketing, and Peter Zarko-Flynn, director of communications.
“It’s now often said that the future of brands will be more about experience than visual identity, and Sea Life is the epitome of this shift,” said Newman. “Despite Cancer Research UK and Merlin being such different organisations, there are actually many parallels between the roles I’ve done in the past and the new role at Sea Life - especially my work on Race for Life, which is also an experience brand.
“I see this role at Sea Life as a really exciting opportunity to use my experience to take a brilliant fun brand to the next level. Merlin is an inspiring organisation full of brilliant creative people, and I feel very lucky and proud to have the opportunity to be part of it.”
Ed Aspel, executive director of fundraising and marketing at Cancer Research UK, said: “Anthony has made a huge impact during his time at Cancer Research UK; increasing the number of regular givers to over 1 million, transforming the Race for Life proposition and brand, and creating our extremely successful brand response campaign ‘Cancer Is Happening Right Now’.”
Eastwood added: "I'm delighted that Anthony is joining the Midway brand team as Global brand director for Sea Life. I'm confident that his strong background in brand management, leadership and creativity will take Sea Life from strength to strength.”