Kieran Wade is the Operations Manager at Scarborough Sea Life Centre but he studied for his Chartered Manager Degree Apprenticeship at University of Staffordshire.

He completed his CMDA with a distinction and has now been nominated in the Apprentice of the Year category of University of Staffordshire Business Awards.

One of Kieran’s most significant professional achievements during his apprenticeship was the creation and launch of the Local Ambassador Scheme across the Merlin Entertainments estate, spanning locations from Weymouth to Loch Lomond.

This initiative identified and unlocked a previously untapped market by building structured partnerships with local holiday parks, accommodation providers and tourism partners. Rather than viewing attractions in isolation, Kieran recognised the opportunity to embed Merlin sites more deeply into local visitor ecosystems, creating mutual value for both the attraction and its surrounding tourism economy.

The Ambassador Scheme demonstrated strategic foresight and strong stakeholder engagement. Kieran designed a framework that empowered local partners to act as advocates for Merlin attractions, driving awareness, increasing conversion through exclusive offers and strengthening community relationships. This not only delivered commercial benefit through incremental visitor growth but also enhanced Merlin’s local brand presence and reputation.

Kieran has an undergraduate degree in Theatre Performance Writing and went on to study Operations Management then a Chartered Management Degree Apprenticeship at University of Staffordshire.

He has been working at Scarborough Sea Life Centre and York Dungeon for more than six years in roles including Commercial Manager and Operations Project Manager.