In this exclusive interview, Kinnari Ladha, Chief Data Officer at Merlin Entertainments, reveals how one of the world’s most iconic entertainment groups is redefining the guest experience through bold digital transformation and a future-ready data strategy. As the architect behind Merlin’s rapidly evolving data ecosystem, Ladha shares how the company is creating smarter, more connected, and more personalised visitor journeys across its global portfolio of attractions — from LEGOLAND® Resorts and SEA LIFE to the London Eye, Madame Tussauds, and beyond.

Ladha offers a rare inside look at the strategic foundations powering Merlin’s next phase of growth: unified data platforms, AI-enabled insights, and digital products designed to enhance every moment of the guest lifecycle. She discusses the shift from fragmented data to a single intelligent layer that enhances forecasting, optimises operations, and enables richer, more immersive storytelling onsite and online. With a steadfast focus on responsible data use, trust, and transparency, she explains how Merlin is positioning itself at the intersection of entertainment, technology, and human experience.

This interview also celebrates Ladha as the winner of Digital Edge Magazine’s Special Recognition Award for People & Culture — acknowledging her leadership in building inclusive teams, nurturing capability, and empowering colleagues across the business to embrace data-driven decision-making. From fostering curiosity to uplifting emerging talent, her people-first philosophy is helping transform data from a specialist function into a company-wide superpower.

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Read the full interview in Issue 06 of Digital Edge Magazine, coming 12 December, where Ladha shares her vision for the future of data, digital, and guest innovation at Merlin Entertainments.