Merlin Entertainments confirms Fiona Eastwood as new Chief Executive

February 17, 2025

Merlin Entertainments has today confirmed the appointment of Fiona Eastwood as its new Chief Executive, replacing Scott O’Neil.

Eastwood, who has been with Merlin for more than a decade, has been acting Chief Executive since O’Neil’s departure to LIV Golf, having previously served as the group’s Chief Operating Officer and Global Marketing Director.

Confirmed in the Chief Executive’s role, she will be responsible for leading the implementation of the business’s transformational strategy, and to ensure it is well placed to grow at scale and deliver a sustainable, thriving future.

Eastwood’s most recently role with Merlin has been as Chief Operating Officer with responsibility for Gateway Attractions, including Madame Tussauds, the Eye Brand and SEA LIFE, along with Merlin's Resort Theme Parks.

She joined the business in 2015 as Global Marketing Director for Gateway Attractions, responsible for driving strategy and marketing across an expanding portfolio of brands.

Prior to Merlin, Eastwood (pictured) worked as Managing Director of Consumer Products at BBC Studios, leading the successful turnaround of the division through organisational restructuring, digital transformation and international growth.

Announcing the appointment, Merlin Entertainments Chair, Roland Hernandez stated “Fiona has a deep understanding of the business, the strategies required for sustainable growth, and the vision to spearhead our ongoing transformation.

“As Merlin’s former Chief Operating Officer, she recognises the significant role each location plays in our ongoing success, and she will be instrumental in bringing our global attractions together into one united business. The Board looks forward to continuing working with Fiona.”

Commenting after her appointment, Eastwood stated “it’s an honour to be chosen to lead Merlin. It is a truly world class company, with remarkable global reach and impact. Over the past decade, I have seen first hand what the business is capable of.

“My task, as CEO, is to lead Merlin to new heights, with a focus on performance, creativity, operational excellence and guest experience. I am grateful to the Board for their support – and look forward to continuing to work with an exceptional management team and our colleagues worldwide to implement the business’s transformational strategy. Together, we will drive growth at scale and help Merlin reach its full potential.”

Eastwood’s appointment comes as Merlin prepares for landmark new openings later this year, including the first standalone Peppa Pig Theme Park next month, in Dallas Fort Worth, Texas, USA. This will be followed in the summer when the first LEGOLAND Resort in China, in Shanghai, welcomes its first visitors.

In addition to her responsibilities at Merlin, Eastwood plays a leading role in the wider industry, both as a non-executive director of UKHospitality and as a member of the UK Government’s Visitor Economy Advisory Council.

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11th December 2024 - Merlin Entertainments advises of moves to implement green energy strategy

30th November 2024 - Merlin Entertainments announces Fiona Eastwood as interim Chief Executive

29th November 2024 - Merlin Entertainments’ Scott O’Neil set to replace Greg Norman as LIV Golf Chief Executive

8th November 2024 - Merlin Entertainments announces mid 2025 opening for LEGOLAND Shanghai Resort

16th October 2024 - Merlin Entertainments announces sale of Australian rainforest Fly attractions

24th July 2024 - Merlin Venues Sydney partners with Bespoke Catering for array of upcoming events

10th May 2024 - Merlin Entertainments flags its social impact in new report launch

2nd May 2024 - Merlin Entertainments partners with Wheelhouse to expand content reach

28th March 2024 - Merlin Entertainments to introduce dynamic pricing at key global attractions

25th March 2024 - Merlin Entertainments announces record revenues as transformational strategy takes hold

26th January 2024 - Merlin Entertainments’ Scott O’Neil explains vision to be global leader in branded entertainment destinations

7th January 2024 - Merlin Entertainments announce 2025 opening for Legoland Shanghai Resort in China

22nd December 2023 - Immersive Gamebox attraction opens at Merlin Entertainments’ Darling Harbour site

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