TheSenior Manager, Digital App Experience (Loyalty and Digital Platform) is a digitally savvy and guest-centric professional who plays a critical part in bringing RWS mobile app strategy to life through intuitive, engaging, and data-informed digital journeys that drive guest engagement and satisfaction across the RWS ecosystem.
Key Responsibilities:
1. Loyalty App Experience & Feature Ownership
- Responsible for the overall performance, user experience, and content strategy of RWS's non-gaming loyalty mobile application features, ensuring it functions as the primary touchpoint for customer engagement: from onboarding to point tracking, tier progression, rewards catalogue, and surprise-and-delight mechanics.
- Support and contribute to loyalty programme strategy to foster customers sense of belonging, drive repeat visits, and build community stickiness.
- Drive overall app engagement, including app analytics, uptime, repeat usage, navigation flows, interaction with loyalty features.
- Continuously improve app usability, functionality, and user experience to ensure member satisfaction and app retention.
- Monitor app store feedback and ratings to identify areas for improvement and member feedback resolution.
- Work with product, UX, and tech teams to prioritise and deliver loyalty-related app features, enhancements, and support the rollout of new features that elevate the member digital journey.
- Collaborate with Brand Management and other stakeholders to ensure brand tone and storytelling are consistent in all loyalty app touchpoints.
2. Unified App Development and Integration
- Support the Assistant Director/Director (RWS Unified App) in development, and optimisation of RWS Unified App — a single digital gateway integrating Loyalty, Attractions, Hotels, Dining, Retail, Events and future ecosystem partnerships.
- Contribute to the Unified App's roadmap aligned with management's vision.
- Coordinate across Attractions, Hotels, F&B, Retail, MICE, Gaming (where applicable) to align stakeholders on feature requirements and optimize the customer journey.
- Partner with stakeholders to deliver Unified App features and subsequent enhancements in line with the roadmap.
3. Omnichannel Integration & Experience Mapping
- Map and continuously refine guest journeys across app, website, kiosks, call centre, in-venue QR/scan interfaces, and POS touchpoints.
- Identify friction points and champion digital-first improvements to reduce guest pain points and increase conversion.
4. Engagement & Personalisation
- Partner with the CRM and analytics teams to embed personalised content, offers, and dynamic tier messaging within the digital ecosystem.
- Drive in-app and push engagement strategies across lifecycle stages (onboarding, dormant, VIP tiers).
- Identify opportunities to grow app-based transactions and enhance integration across loyalty initiatives and broader resort-wide objectives.
5. Data-Driven Optimization & Testing
- Monitor performance metrics (e.g., digital opt-in, app logins, click-throughs, feature usage, conversion).
- Oversee the performance, app analytics, uptime, and technical reliability of the loyalty mobile application features.
- Conduct A/B testing and UX studies to optimise app flows and loyalty-driven behaviours.
6. Cross-Functional Collaboration & Governance
- Act as the loyalty digital product lead in cross-departmental digital transformation or guest experience initiatives.
- Ensure loyalty-related features are delivered on time and within scope across internal and vendor development teams.
- Support documentation, SOPs, and user training for key digital features related to loyalty.
Job Requirements:
- Bachelor's degree in Digital Marketing, Business, UX Design, or related field.
- 8-10 years of experience in digital product management, CRM/digital experience or loyalty transformation roles,
- Familiarity with loyalty platforms, mobile app development processes, and guest journey mapping tools.
- Experience in building or scaling unified ecosystem apps within large, complex consumer-facing organisations.
- Strong stakeholder communication skills across commercial, technical, and UX functions.
- A balance of guest empathy, commercial pragmatism, and digital fluency.
- Experience in hospitality, attractions, lifestyle retail, or F&B sectors is a strong advantage.
