Assistant Director/Director, Loyalty & Digital Platform (RWS Unified App)

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

Requirements:

• 8–15 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.