Nottingham, Monday, 17 November 2025.
Center Parcs completed a shake-up of senior marketing in November, adding three leaders to accelerate brand investment and product-led marketing across its UK resorts. One recruit comes from Merlin Entertainments and brings IP-led creative, cross-park product positioning and multisite campaign experience, signalling a move to centralised creative governance and tighter product-marketing integration. For retail and on-site operations this could mean stricter creative standards for attractions, revised in-park programming, and reallocated budgets toward content and experience-led campaigns that drive demand. The team will also strengthen capabilities in partnerships, licensing and CRM-led yield management, increasing capacity to coordinate resort launches and commercial collaborations. The hires reflect competition for theme-park marketing talent and underscore Center Parcs’ intent to treat attractions and retail as strategic levers for growth. Retail professionals should watch for faster campaign cycles, elevated merchandising briefs and closer alignment between product teams and creative governance. Expect clearer briefs and measurement dashboards.