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Merlin executive Fiona Eastwood has been promoted to oversee the operator’s global portfolio of theme parks and midway attractions
Tom Anstey | Planet Attractions | 28 Nov 2022
Merlin Entertainments has announced the appointment of senior executive Fiona Eastwood to oversee the attractions operator’s global midway and theme park portfolio.
Previously working on the expansion of Merlin’s midway portfolio as COO of Global Midway Attractions since 2019, Eastwood has worked on more than 125 attraction projects worldwide with Merlin, including the acquisition of the Coex Aquarium in Korea, This is Holland in Amsterdam and management of Cadbury World in Birmingham, UK.
Taking up her new role with immediate effect, Eastwood will continue to oversee Merlin’s midway brands, including Sea Life aquariums, Madame Tussauds waxwork museums, Dungeons attractions and Lego Discovery Centres. This also includes iconic attractions such as the London Eye and the Blackpool Ballroom.
In her expanded role, Eastwood will also work on the strategic growth of Merlin’s resort theme parks, incuding Alton Towers, Thorpe Park, Chessington World of Adventures and Warwick Castle in the UK, as well as Gardaland in Italy and Heide Park in Germany.
Prior to joining Merlin in 2015, Eastwood worked for BBC Worldwide, where she was responsible for strategic planning, brand management, market research, ancillary revenues, and branded partnerships across Nordics, CEMA, Asia and Latin America.
“Fiona brings with her a passion for the business alongside outstanding expertise in leading brands and IPs which is second to none,” said Merlin’s recently-appointed CEO, Scott O’Neil.
“She has built a reputation throughout the live attractions and theme parks industry as a world class leader, extraordinary business driver and respected developer of a diverse and talented people-first culture. Under Fiona's expanded leadership, Merlin will continue its focus on efficiently building world class attractions with the best IP in the world, an obsession on the guest experience and a laser focus on effective marketing at our core.”
Eastwood will work closely with Merlin’s current managing director of Resort Theme Parks, Ian Crabbe, who will continue in the role before his planned retirement in 2024.
“We have the very best set of current brands to build and develop and an amazing pipeline of IPs that will transform our growth strategy across both our midway and Resort divisions,” said Eastwood.
“I’m looking forward to working closely again with Ian. I also recognise my important role as a female leader, both here at Merlin but also across the attractions industry. I have found that being my genuine self, combined with hard work and a focus on getting the very best from people is what makes the true difference.”
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