Zack is the Global Head of Optimisation and Delivery at Merlin Entertainments, the second largest entertainment provider globally. With over 15 years' experience in development, data, marketing, and ecommerce across EMEA and APAC markets, his career has been focussed on delivering exceptional customer experiences. At Merlin Entertainments, Zack is responsible for improving customer-facing digital touchpoints and using first-party data to improve customer experience.