Assistant Vice President/Vice President, Attractions & Destination Experience Revenue Operations

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.