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Merlin Entertainment appoints Matthew Williams as global brand director

By John Glenday | Reporter

August 21, 2019 | 3 min read

Merlin Entertainment has appointed Matthew Williams as global brand director for Midway Attractions. The hire comes in the wake of Ash Tailor appointment yesterday as Legoland's brand chief.

The dual appointment will see Williams assume responsibility for establishing strategies for the growth of Merlin’s Sea Life, Dungeons and Eye brands while simultaneously managing global partnerships.

Merlin Entertainment appoints Matthew Williams as global brand director

Merlin Entertainment appoints Matthew Williams as global brand director

Williams will assume his new role from mid-September, reporting directly to chief development officer Mark Fisher.

On William's appointment, Fisher said: “The strength of our brands and how we develop our business to meet our ever-increasing customer expectations are crucial to ensure our continued business success.

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"Both Matthew and Ash bring with them enormous brand-building knowledge and marketing know-how from FMCG and retail sectors, which, with their great energy and customer obsession, will help us consistently deliver amazing experiences for our guests.”

Williams boasts a wealth of experience from a long career specialising in consumer goods and retail with global marketing roles at L’Oreal and Cadbury/Mondelez under his belt. Most recently Williams served as global brand & insight director for Costa Coffee.

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