Job Summary
The Assistant Director/Director (RWS Unified App) will lead the strategy, development, and optimisation of RWS's Unified App a single digital gateway integrating Loyalty, Attractions, Hotels, Dining, Retail, Events and future ecosystem partnerships.
This role is accountable for transforming fragmented guest touchpoints into a seamless, data-driven, commercially optimised super-app experience that drives:
- Incremental revenue
- Cross-BU conversion
- Member engagement & retention
- Operational efficiency
- Data centralisation & personalisation
Key Responsibilities
1. Product Strategy & Roadmap
- Responsible for the Unified App vision and roadmap aligned to RWS 2.0 transformation
- Prioritise features based on commercial impact, guest friction points, and cross-BU value
- Lead phased rollouts (MVP optimisation ecosystem expansion)
2. Cross-BU Orchestration
- Act as single digital orchestrator across Attractions, Hotels, F&B, Retail, MICE, Gaming (where applicable)
- Align stakeholders on feature requirements, funding model, and governance
- Resolve conflicts across BU priorities to protect unified UX integrity
3. End-to-End Guest Journey Design
- Map and optimise digital Customer Journey (Attractions, MICE, Season Pass, Premium/VIP, Tour Groups)
- Integrate ticketing, reservations, mobile key, parking, loyalty earn/burn, concierge, payments
- Reduce friction across pre-arrival in-resort post-visit stages
4. Commercialisation & Revenue Uplift
- Drive incremental revenue via:
- In-app cross-sell & upsell
- Dynamic bundles
- Personalised offers
- Sponsored placements / media monetisation
- Loyalty gamification
- Build business case models (ROI, CAC reduction, LTV uplift)
5. Data, CRM & Personalisation
- Partner with IT & Data teams to:
- Centralise guest profiles
- Enable 360 view across gaming & non-gaming (subject to regulatory approvals)
- Deploy AI-driven recommendation engines
- Establish app engagement KPIs (DAU/MAU, conversion, retention)
6. Technology & Vendor Management
- Lead product development with IT, external agencies, and system integrators
- Oversee UX/UI design standards
- Ensure scalability, security, and regulatory compliance
- Manage app store optimisation & release cycles
7. Governance & Operating Model
- Establish feature intake & prioritisation framework
- Create funding & cost allocation model across BUs
- Define digital product governance structure
- Serve as the primary liaison to the Steering Committee, ensuring:
- Clear decision-making cadence
- Transparency on progress, risks, and dependencies
- Alignment between strategic intent and execution
Key Requirements
- 815 years in Digital Product, Super App, Loyalty Ecosystem or Integrated Resort tech environments.
- Experience building or scaling unified ecosystem apps for large, complex consumer-facing organisations with multi-service platforms and integrated digital ecosystems.
- Proven track record launching high-traffic consumer mobile apps.
Technical & Commercial Skills
- Strong product management capability (Agile, Scrum, MVP prioritisation)
- Deep understanding of:
- Loyalty mechanics
- CRM integration
- Payment ecosystems
- API architecture
- Omnichannel attribution
- Strong commercial acumen able to translate feature roadmap into EBITDA impact
Leadership & Stakeholder Skills
- Experience influencing C-suite and multi-business unit stakeholders.
- Ability to balance tech constraints with commercial ambition.
- Strong cross-functional diplomacy.
- Comfortable navigating complex matrix organisations.
