New Merlin Entertainments appointment to focus on creating seamless digital experiences

Merlin Entertainments has announced the appointment of Sarah Venning as its Chief Digital and Data Officer to lead the company’s digital transformation and create immersive and personalised experiences for visitors.

Revealing the appointment, Merlin advised that Venning will focus on building a world-class digital strategy for the group and creating a seamless digital experience for guests and the UK-based company’s more than 30,000 employees.

Venning is currently the Global Digital Officer at F&B chain Pret A Manger, and previously held senior roles at the John Lewis Partnership and Heathrow Airport.

Advising of the appointment, Merlin Chief Executive, Scott M. O’Neil stated “as Merlin Entertainments begins its next phase of growth across our Legoland resorts, resort theme parks and Midway attractions around the world, we recognised we needed to add talent that maps to our ambitions.

“Innovation, creativity, passion, and the discipline to do the heavy lifting are all hallmarks of this company, and a perfect fit for a leader like Sarah.

“Her experience in driving change, attracting talent, building teams and transforming companies will set Merlin on the next step of our trajectory, as our guests look for us to continue to be ahead of the curve on our innovative digital journey.”

O’Neil added that, alongside Venning, Merlin will focus on “working with the most exciting brands and IP, delivering the best customer service, and all whilst providing guests with a truly personalised digital experience they have come to expect.

Venning joins the company with experience in technology, digital marketing and commercial management. She is passionate about merging physical and digital experiences.

Commenting on her new role she stated “Merlin is a company defined by its people, culture and dedication to innovation and I am excited to help drive the next phase of growth.

“Merlin’s extraordinary global locations will become ever more social, connected, and immersive through the power of digital and data. With the whole team, we look forward to designing an incredible next-generation experience for our guests.”

During a visit to Australia last week, to be covered by an exclusive interview in the next issue of Australasian Leisure Management, O’Neil spoke of the group’s growing interest in digital immersive experiences.”

Images: Sarah Venning at the London Eye (top) and Scott M. O’Neil outside Merlin's Sydney Harbourside attractions (below).