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Merlin announces Ash Tailor & Matthew Williams for senior marketing roles

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Merlin Entertainments announces the senior marketing appointments of Ash Tailor and Matthew Williams, who will lead the development of its global brands.

Ash Tailor has been appointed Global Brand Director for Legoland, and Matthew Williams appointed Global Brand Director for Midway Attractions.

Tailor will be responsible for the global marketing and brand development of Legoland Parks and Legoland Discovery Centres.

Ash Tailor will be responsible for Legoland Parks

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He will oversee brand strategy, product development and customer engagement, and will be the main Merlin relationship partner with Lego Group.

As Global Category Director, Tailor previously headed up the development and performance of the Kids Category at Britvic. He has also worked with Coca-Cola, Unilever and Vodafone.

Matthew Williams will be charged with setting and implementing brand strategies across Sea Life, Dungeons and Eye.

Williams’ role involves managing Midway’s global partnerships, while ensuring the consumer is at the heart of brand development and delivering product and commercial activations.

His previous marketing roles include those at L’Oreal, Cadbury/Mondelez and Costa Coffee, where he played a part in its growth and development.

Tailor and Williams’ appointments are effective from September. They will report to Mark Fisher, Chief Development Officer, and will work closely with Operating Group Managing Directors.

Matthew Williams looking after Midway Attractions

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“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,” said Fisher.

“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. I look forward to working with them.”

Earlier this month, Merlin revealed “disappointing” sales at Legoland theme parks as a result of “limited momentum” from The Lego Movie 2. This was, however, offset by growth at Midway Attractions.

Images: Merlin Entertainments

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Bea Mitchell

A journalist specialising in entertainment and attractions, Bea loves theme parks (mainly Disney) and is particularly interested in things of a gothic, horror or fantasy nature.

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