Case study: Beluga Whale Sanctuary, Iceland

Case study: General Manager, Beluga Whale Sanctuary – Iceland

Date: March – May 2026

Overview

We had been engaged by Merlin Entertainments on behalf of Sea Life Trust, the conservation charity, to recruit a General Manager for the Beluga Whale Sanctuary in Iceland.

This was a highly specialised leadership search requiring a candidate with strong operational and commercial experience, exceptional stakeholder management skills, and a genuine passion for conservation and animal welfare. 

The successful candidate would be responsible for leading the world's first open-water Beluga Whale Sanctuary while relocating to one of the most unique and remote locations in Europe.

The role was successfully filled within eight weeks of receiving the brief.

Background & brief

The Beluga Whale Sanctuary is located in Vestmannaeyjar, Heimaey, a remote island group off the south coast of Iceland. 

The sanctuary is home to Little White and Little Grey, two beluga whales rescued from captivity and relocated over 6,000 miles from a Shanghai water park to their new home in Iceland. 

The site also operates Iceland’s only Puffin Rescue Centre, caring for pufflings and injured puffins found across the Vestmannaeyjar archipelago.

Sea Life Trust required a General Manager to oversee all aspects of the Sanctuary's operations, including financial performance, visitor experience, team leadership, stakeholder management, marketing initiatives, conservation objectives, and animal welfare standards.

Reporting into the Head of Sea Life Trust, the successful candidate would lead a multidisciplinary team of approximately 20 employees across operations, animal care, marketing, finance, and visitor services while working closely with the charity board, local authorities, external partners, and Merlin Entertainments. 

The client required the successful candidate to start as soon as possible and relocate permanently to the Island, with visa support and accommodation assistance available.

The challenge

This was far more than a traditional General Manager appointment.

The successful candidate needed to combine commercial leadership with a genuine commitment to conservation and charity-led objectives. While responsibility for operations, P&L management, visitor growth, budgeting, and team leadership was essential, cultural fit and alignment with the organisation's mission were equally important.

The location itself presented a significant recruitment challenge. The Sanctuary is based on a remote island with a population of approximately 4,000 residents, accessible via a 40-minute ferry crossing and occasionally impacted by adverse weather conditions. 

Candidates needed to be willing to embrace island life and understand the realities of operating a visitor attraction in a remote environment.

Our clients were specifically seeking individuals from visitor attractions, zoos, aquariums, conservation organisations, wildlife parks, and/or entertainment venues.  Traditional hospitality backgrounds alone were not considered sufficient, as the role required an understanding of animal welfare, conservation, community engagement, and purpose-led leadership.

In addition, the General Manager would be expected to work closely with the Sea Life Trust Board and senior stakeholders, requiring exceptional communication skills, strategic thinking, and experience operating at executive level.

Our approach

Understanding the brief

Before commencing the search, we worked closely with the clients to fully understand both the technical requirements and cultural expectations of the role.

It quickly became clear that success would depend not only on identifying candidates with strong operational and commercial experience, but also individuals who genuinely believed in the mission of Sea Life Trust and could act as ambassadors for the organisation.

Particular emphasis was placed on leadership experience within visitor attractions, zoological operations, conservation-led organisations, and destination-based businesses.

Sourcing strategy

The assignment was received on a Wednesday and immediately launched across our networks. 

Within 24 hours of advertising the role, an application was received from a candidate whose background aligned exceptionally well with the brief.

A detailed screening interview was conducted on the Friday, confirming extensive leadership experience, strong operational capability, stakeholder management expertise, and a genuine passion for conservation and wildlife-focused organisations.  

The candidate was already located on the mainland of Iceland and brought extensive knowledge of the sanctuary, along with a clear passion for its mission.

While an early front-runner had been identified, we conducted a full market search to ensure all suitable talent pools were explored. 

Additional candidates were sourced and assessed from multiple international markets, providing the client with a diverse shortlist of qualified professionals.

Screening & selection process

We managed the full recruitment process from initial briefing through to offer management.

Candidates were assessed against several key criteria:

• senior leadership experience
• visitor attraction or conservation-related background
• financial and commercial management capability
• team leadership and people management experience
• stakeholder and board-level engagement
• commitment to relocation
• cultural fit and alignment with Sea Life Trust's mission

The successful candidate progressed through a three-stage interview process:

• First interview: 25 March
• Second interview: 7 April
• Final interview: 20 April

Following unanimous positive feedback from all stakeholders, an offer was extended on 27 April and subsequently accepted. The successful candidate commenced employment in May.

The outcome

We successfully delivered a high-calibre General Manager for one of the most unique conservation and visitor attraction operations in the world.

The appointed candidate possessed the rare combination of operational leadership, commercial expertise, stakeholder management capability, and personal values required to lead the Sanctuary into its next phase of growth.

The campaign delivered:

• successful placement within eight weeks of receiving the brief.
• completion of a comprehensive international search process.
• strong engagement with multiple stakeholders throughout the campaign.
• appointment of a candidate fully committed to relocating to a remote island in Iceland.
• long-term leadership aligned with the charity's conservation objectives and organisational values.

Key success factors

Several factors contributed to the success of this assignment:

• rapid understanding of the client's unique requirements.
• focus on cultural fit and mission alignment alongside technical capability.
• access to specialist networks across attractions, conservation, and leisure sectors.
• thorough candidate assessment and stakeholder management.
• ability to identify and secure talent for a highly remote and specialised opportunity.

This assignment demonstrates our ability to deliver senior leadership talent for complex, mission-driven organisations operating in unique and challenging environments.