Mark Liversidge
Global Vice President - Go to Market @Merlin Entertainments
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WORK HISTORY
Global Vice President - Go to Market @Merlin Entertainments
The most senior commercial growth leader for Merlin across Europe, the Middle East, Australasia and Asia-Pacific, managing a portfolio of brands including the Legoland parks, Sea Life Centres, Madam Tussauds, Dungeons, Wild Life Centres, Peppa Pig World and Lego Discovery Centres, alongside iconic attractions like The Sydney Tower, COEX Aquarium Seoul, Gardaland in Italy and Heide Park in Germany.Responsible for driving revenue across these diverse regions in the parks, attractions, hotels and leisure accommodation, alongside building target audience awareness, engagement, visitation and loyalty. Leading the design and execution of integrated, insight-led GTM strategies that bring together:Brand, marketing, content, media, creative, digital and social mediaPricing, promotions and packagesGlobal channel and trade distribution across leisure travel, group travel and MICEBuilding and activating brand, IP, lifestyle and consumer partnerships.The orchestrator of commercial planning and execution, ensuring guest-centric delivery, competitive positioning, and market leadership in each regional market.
EDUCATION
Saïd Business School, University of Oxford
Master's Degree, Strategy & Innovation
Durham University
BA (Hons), European Business, History & Politics
SKILLS
ABOUT MARK LIVERSIDGE
A global leader in consumer services over 25 years, delivering business growth through customer experience management, go-to-market, brand, product & pricing and major transformation programs. Strategic leadership expertise in hospitality, travel, residential, lifestyle, mobile telco and digital services.15 years C-Level leadership across marketing, sales, retail, product, pricing, partnerships, customer service, operations, digital and technology functions.Leading teams in a range of organisations from complex listed global multi-nationals including owned, managed and franchise assets, to multi-national P.E backed growth businesses and navigating stakeholder management across government, regulators, NGO and business partners.Brand expert over 20 years delivering multiple new brand launches, brand revitalising, market entries.Delivering award-winning Commercial Partnerships over 20 years with a variety of categories;Lifestyle including Disneyland Parks, Live Nation, Diageo, Richemont, AIA InsuranceAirlines including Cathay Pacific, ANA, Qantas, Singapore, Malaysian, Emirates, Qatar and British AirwaysPayments including Mastercard, American Express, Visa, China Union Pay, JCB and PayPalTechnology including Samsung, Apple, Sony and Tencent.Sports Partnership activation expert with 25 years of extensive client-side leadership including programs with the Olympics, Rugby World Cup, English Premier League football, European & Asian Tour golf, Formula 1 motorsport, horse racing and sailing.Highly awarded including twice being named in the Global Top 40 Under 40, named Asia’s Most Influential CMO and global/regional awards in branding, marketing effectiveness, digital, mobile, retail design and customer experience.A global citizen who has lived in China Hong Kong, Singapore, Australia, UK, France, Denmark, and Netherlands, integrating into local cultures and building multi-national teams to activate global, local and emerging audiences.Global educator delivering knowledge to schools such as Kellogg School of Management, advisory board member including Customer Experience Management - Asia, judge of many awards over 15 years and a top-ranked keynote speaker.
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