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SEA LIFE Minnesota

General Manager

Do you have the Magic in you to create memorable experiences all for the love of fun? Do you wish to cast a spell of laughter and enjoyment to the people around you?  Want to join a team that creates smiles and memories globally on a daily basis. Then you have the magic to be Team Merlin!

About the Role
The General Manager for our SEA LIFE Minnesota at Mall of America ensures that every guest enjoys a magical, memorable, world-class guest experience and that every member of our team embraces and exhibits our company values (known collectively as The Merlin Way). In this role, you will deliver the attraction(s) strategy, short and long-term EBITDA and guest satisfaction goals.

Key Responsibilities

  • Drive a culture of guest first, and is data driven in understanding guest needs
  • Ensure a robust marketing plan is in place for product and experience across each channel  
  • Segment and target customers and identify new potential markets and audiences
  • Drive increases in employee engagement scores 
  • Role model guest-facing behaviors and act as Brand Ambassador internally and externally
  • Safeguard the brand in all PR and marketing activity
  • Increase attraction employee engagement scores by X % 
  • Drive volume strategy and maintain sustained competitive advantage as measured against market share
  • Optimize RPC and yield across each Merlin channel
  • Focus team P+L Management and channel strategy to ensure sustainable growth in attraction RPC
  • Deliver capital products and projects on time, on budget and to desired ROIC
  • Deliver EBITDA growth, 5-year plan and cost control plans
  • Set and execute successful productivity strategy
  • Create and sustain external partnerships and networks 
  • Roll out Merlin best practice and contribute to delivering the Merlin Group strategic agenda
  • Activate Midway levers to grow greater revenue and identify new revenue opportunities
  • Drive innovation, pre-empt opportunities, mitigate risk and adapt at pace
  • Responsible for Health and Safety excellence including business continuity, risk and crisis plan
  • Drive Operational Teams to ensure the attraction exceeds guest expectations 
  • Ensure attractions are operating at maximum efficiency levels with required staffing needs met
  • Ensure a low risk environment with robust profit protection measures in place
  • Cascade all relevant information and drives culture of openness and safety
  • Implement all HR and talent management processes and achieve D&I, wellbeing and CSR targets 
  • Live and breathe values and leads by example as a regular visible presence
  • Execute Merlin change programs   

Business & Functional Experience

  • Proven experience in successfully managing all aspects of a complex operational business
  • P&L management responsibility, demonstrating agility and responsiveness to trading
  • Experience of having developed partnerships with non-profit organizations (NPOs), local businesses and authorities
  • Proven operational leadership, including delivery of a tactical marketing plan
  • Experience embedding business analytics and customer insight capabilities to drive decision making

Market & Geography Experience

  • Developing businesses at different stages of growth
  • Understanding motivators for different markets and the levers to pull to entice people to visit
  • Understanding route to purchase for different markets  

People & Teams Experience

  • Experience managing leaders of teams outside own area of expertise
  • Developing a diverse talent pipeline and succession planning
  • Building high performance customer centric teams 
  • Working in matrixed environments


  • Bachelor’s degree in business, management or marketing (desirable)

Other Job Requirements 

  • Must be able to work flexible hours, with regular weekend work as standard
  • Must have a valid driver’s license
  • Must be willing to travel locally, regionally and internationally

​Personal Qualities

  • Burning drive to achieve success
  • Resilient and robust self-belief with the confidence to challenge
  • Charismatic and creative; able to excite and inspire innovation
  • Has the energy and discipline to ‘make things happen’
  • Able to adapt quickly and flexibly to changing circumstances
  • Operates with integrity and a sense of purpose
  • Talent for building relationships, influencing and negotiating effectively
  • Self-aware, with a growth mindset
  • Empathetic towards others, draws deep insight into people and how they behave
  • Financially astute and highly commercial, with an operational mind-set
  • Analytical and investigative with strong attention to detail
  • Maintains a focus on the bigger picture
  • You are fun and have an outgoing approach with a desire to provide service on the highest possible level
  • You are a collaborative team player as well as a stellar individual contributor
  • You are committed to exceptional guest service and have a strong customer service background
  • Preferably, you have experience working with children and families
  • You are an effective communicator and can easily thrive in a fast paced, dynamic environment 

About the Benefits
In return you will find a competitive salary and benefits package including affordable and robust medical, vision & dental plans, company-paid life insurance and 401(k) matching plan offering, free entry to all of our Merlin attractions worldwide  - which also extend to family and friends, and much more.  In addition, you can expect continued growth of joining an exciting, global organization.

Everyone Matters at Merlin
At Merlin we welcome the world to our magical attractions and resorts every day and we want to reflect that same multicultural mix inside our business too. We strive to create an inclusive and diverse workplace where people can be themselves, have the same opportunities and thrive together. Because at Merlin, everyone matters! Together, we work to create a workplace where everyone feels valued, no matter their age, race, gender, disability or sexual orientation. Although we understand that we'll always be learning and growing, we aim to be the most inclusive and flexible employer in our industry. 

We want to ensure that everyone has the opportunity to perform their best at interview, so if you have any additional requirements due to ill health or a disability, please contact our friendly team to have a discussion. You can get in contact at

How to Apply

SEA LIFE Minnesota
120 E Broadway
Bloomington, MN 55425

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