Job Summary
The Assistant Vice President/Vice President, Attractions & Destination Experience Revenue Operations, is a senior leadership role responsible for maximising revenue, profitability, and guest experience across all non-ticket revenue streams. This includes end-to-end oversight of Merchandising Planning, Merchandising Operations, Visual Merchandising, Food & Beverage Operations and Culinary Operations. This role drives integrated commercial strategies, operational excellence, and innovation to deliver a cohesive, high-quality destination experience aligned with brand positioning and guest expectations.
Job Responsibilities
Merchandising Strategy & Operations:
- Oversee end-to-end merchandising, including product development and curation, category management, pricing and promotional strategies.
- Lead Merchandising Planning, including demand forecasting, inventory optimisation, and assortment strategy across locations and channels.
- Drive operational excellence in Merchandising Operations, with a focus on supply chain coordination, inventory control and replenishment, vendor management and sourcing.
- Ensure alignment with brand storytelling and IP where applicable.
Visual Merchandising & Guest Experience:
- Define and execute visual merchandising standards that enhance storytelling and maximise conversion.
- Ensure consistent thematic execution across retail and F&B touchpoints.
- Leverage on store design, layout optimisation, and in-store experiences to increase dwell time and guest engagement.
Food & Beverage (F&B) Operations:
- Lead all F&B operations, including restaurants (quick service and full service), kiosks, carts, outlets, and event and catering operations.
- Drive operational efficiency through cost control (COGS, labour optimisation), productivity improvements, and standardisation of processes and systems.
- Establish service standards to deliver high-quality, consistent guest experiences.
Culinary Strategy & Innovation:
- Partner with culinary leadership to define and execute a forward-thinking culinary vision.
- Drive menu development aligned with guest demographics and preferences, seasonal and themed experiences, and profitability targets.
- Champion innovation in signature dishes and exclusive offerings, localised and culturally relevant menus, and sustainability and health-conscious options.
Commercial & Financial Management:
- Own P&L for merchandising and F&B businesses.
- Develop and manage annual budgets, forecasts, and capital investment plans.
- Optimise margins through pricing strategies, cost controls, and supplier negotiations.
- Implement data-driven decision-making tools and dashboards.
Digital & Omnichannel Integration:
- Drive integration of digital commerce and in-park purchasing experiences through mobile ordering, online retail and pre-order services, and cashless and seamless payment solutions.
- Leverage on technology to enhance personalisation and upselling opportunities.
Team Leadership & Capability Building:
- Lead and develop high-performing teams.
- Foster a culture of innovation, accountability, and guest-centricity.
Job Requirements
- Bachelor's degree in Business, Hospitality, Retail Management, or related field.
- 15 - 20 years of progressive leadership experience in attractions, theme parks, hospitality, retail, or integrated resort environments.
- Proven track record in managing large-scale merchandising and F&B operations.
- Strong commercial acumen with P&L ownership experience.
- Expertise in supply chain, retail analytics, and F&B operations.
- Strategic thinking and execution excellence.
- Strong leadership and team development.
- Innovation and continuous improvement mindset.
- Resilient, adaptable and able to work through issues and provide solutions in a challenging and fast-paced environment.
