We’re on the lookout for a motivated, dynamic, and commercially-savvy Cluster General Manager to oversee three of Amsterdam’s most iconic attractions: Madame Tussauds, The Amsterdam Dungeon, and This Is Holland.

This is a rare opportunity to lead a multi-site cluster in one of Europe’s most vibrant tourism markets, inspiring passionate teams and delivering unforgettable experiences to millions of guests each year.

Reporting to the Regional Director – West Europe, you will set the strategic direction for the cluster, drive commercial performance, and champion outstanding guest experiences that bring our brands to life.

As Cluster General Manager, you’ll guide a talented team of Marketing, Finance, Operations, and Technical leaders as together you shape and execute strategies that grow visitation, elevate guest satisfaction, and strengthen the performance of all three attractions.

You’ll be measured on KPIs across guest experience, commercial performance, operational excellence, and people leadership. At the heart of the role is your ability to inspire teams, uphold exceptional standards, and create memorable moments for every visitor.

Key Responsibilities

Strategic Leadership

• Lead the development and delivery of the business strategy for the Amsterdam cluster.
• Identify growth opportunities, commercial initiatives, and investment cases.
• Drive revenue, profitability, and visitation targets in line with Merlin’s vision.
• Ensure guest experience excellence across brands, reflected in KPIs and NPS.

Operational Excellence

• Guarantee safe, seamless, and compliant operations across all sites.
• Oversee staffing models, service standards, operational processes, and efficiencies.
• Maintain world-class show quality and ensure brand integrity at every touchpoint.

People & Culture Leadership

• Lead and inspire the attraction leadership teams and wider workforce.
• Build a positive, inclusive, and guest-focused culture.
• Develop strong talent pipelines and support career development across the cluster.

Guest Experience & Brand

• Champion unforgettable guest experiences aligned with each attraction’s unique personality.
• Partner with marketing and commercial teams to drive visibility, engagement, and visitation.

Stakeholder Management

• Act as a key representative for Merlin within Amsterdam’s tourism and leisure community.
• Build strong relationships with city authorities, tourism bodies, suppliers, and internal Merlin teams.

You bring passion, creativity, and commercial focus. You thrive in complex, fast-moving environments and have a natural ability to engage and influence others.

We’re looking for someone with:

• 5+ years of senior leadership experience, ideally in attractions, tourism, retail, hospitality, or entertainment.
• Strong networking skills and the ability to build meaningful relationships with partners and stakeholders.
• Demonstrated experience managing a complex, multi-functional, commercial business.
• Exceptional commercial and financial acumen, combined with creative flair.
• Proven success in developing and delivering business plans.
• Excellent communication, motivational, and leadership skills.
• Fluency in Dutch and English (written and spoken).

• A unique opportunity to lead three iconic attractions within a global entertainment business.
• Competitive salary + 8% holiday allowance.
• Participation in the Company Pension Plan (Nationale Nederlanden).
• 25 holiday days per year (plus statutory public holidays).
• Performance-related bonus.
• Car Allowance
• Merlin Magic Pass – free access for you, friends & family to Merlin attractions worldwide.
• Development and progression opportunities across Merlin’s global network.
• A fun, creative, international, and energetic working environment.