LEGOLAND® Discovery Center is the ultimate indoor LEGO® experience, where imagination, creativity, and fun come to life for thousands of families every year.

We’re looking for an inspiring and commercially driven General Manager to lead our attraction in Scheveningen and bring unforgettable LEGO adventures to life.

As General Manager, you’ll be the heartbeat of the attraction—responsible for operational excellence, commercial performance, team leadership, and delivering magical guest experiences day in, day out.

You will report to the Regional Director.

As General Manager, you will oversee the full strategic and operational performance of the attraction. You set the tone—leading your team, delivering outstanding guest experiences, and ensuring that the center meets all financial, safety, and brand standards. Your leadership will ensure the attraction continues to grow and thrive.

Key Responsibilities

Operational Leadership

• Oversee daily operations, ensuring a safe, efficient, and exceptional guest experience.

• Maintain the highest standards of health & safety, cleanliness, and LEGO® brand immersion.

• Lead, coach, and develop a passionate team across Operations, Retail, Admissions, Food & Beverage, and Marketing.

Commercial & Strategic Management

• Drive revenue, EBITDA, and guest volume through strong commercial planning and innovation.

• Develop and deliver annual business plans, budgets, and performance KPIs.

• Manage relationships with partners, suppliers, local authority stakeholders, and central teams.

Guest Experience & Brand Excellence

• Ensure every guest enjoys an unforgettable LEGO® adventure from start to finish.

• Maintain world-class guest satisfaction and category-leading NPS.

• Uphold all global LEGOLAND® brand standards and marketing guidelines.

Team & Culture Leadership

• Build an inclusive, positive, and high-performing team culture.

• Recruit, train, inspire, and retain great people.

• Foster teamwork, creativity, and cross-functional collaboration.

• 5+ years of senior leadership experience in visitor attractions, hospitality, tourism, retail, entertainment, or leisure.

• Strong commercial acumen and experience managing P&L, budgets, and commercial strategies.

• Ability to motivate, coach, and lead large, diverse teams.

• A guest-first mindset and passion for delivering magical experiences for families.

• Strong organisational ability and a love for working in a dynamic, fast-paced environment.

• Fluency in Dutch and English (both required).

• A unique opportunity to lead a globally loved family attraction.

• Competitive salary plus 8% holiday allowance.

• Participation in the Company Pension Plan with Nationale Nederlanden.

• 25 holiday days per year (plus statutory public holidays).

• Performance-related bonus.

• Car allowance.

• Merlin Magic Pass—free entry to Merlin attractions worldwide for you, friends, and family.

• Career development and growth opportunities within Merlin’s global network.

• A fun, creative, international working culture built on imagination and play.