Global attractions company Merlin Entertainments has appointed Linda Zou as chief strategy officer.

Zou – who was previously managing director and partner at Boston Consulting Group – will report directly to Merlin CEO Scott O’Neil and work closely with the rest of the leadership team on designing and executing the company’s strategic vision. Her role will also involve leading key programmes to accelerate growth and improve effectiveness within the business.

“This is a dynamic time for the leisure and entertainment industry,” said Zou.

“Customer sentiment and tourism patterns are evolving. New technologies bring new opportunities for innovative guest experiences. Advanced analytics tools can make it easier for frontline teams to respond effectively to the market.

“I’m excited about the opportunities ahead for Merlin, as we bring more data-driven insight to enhance our guest experience, strengthen our core commercial capabilities across the portfolio, and expand our avenues for growth.”

“As Merlin transforms into a premium positioned, innovative and data driven company focused on driving enterprise value, we’ll continue building capabilities to be world class in dynamic pricing, optimising trade, exploring the future of branded accommodation, maximising retail opportunities and investing in technology to drive efficiencies,” said O’Neil.

“Linda is the perfect executive to lead our organic growth plans and ambitious plans and trajectory. She’s intellectually curious, a driving force of will and has proven to be an extraordinary teammate.

“She will be an instant value add to Merlin as she brings a wealth of experience and expertise in strategy, innovation, and transformation in the retail and travel sectors which translates directly into our business and allows her to hit the ground running.”