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.