Job Description

Digital Applications Director

Reports to:

CEO Digital and Marketplace

Location:

Flexible (Zug, London, or major global hub)

Team Size:

50-70

The Opportunity

IWG needs a transformational digital leader to unify 27+ digital properties into a world-class ecosystem driving over $4B in revenue. You'll integrate acquired platforms with our existing brands (Regus, Spaces, HQ, Signature, Basepoint) while scaling infrastructure to support a fast-growing network across 120 countries.

Your Mission:

Transform these digital properties into high-performing assets that drive 30-50% revenue growth annually through superior user experience, conversion optimization, and technical excellence--establishing IWG as the digital leader in flexible workspace.

Why This Matters:

With 72% of workers preferring hybrid arrangements and flexible workspace growing from 5% to 20-30% of the total office market by 2030, IWG sits on a $2T opportunity. Digital excellence will determine who captures this growth.

What Success Looks Like:

You'll be remembered as the leader who transformed IWG from a collection of fragmented digital properties into a unified, best-in-class ecosystem that drove 40-60% of company revenue, enabled capital-light expansion to 30,000 locations, and positioned IWG as the undisputed digital leader in flexible workspace for the next decade.

The Challenge:

This isn't a greenfield build--it's enterprise-scale transformation requiring political savvy, integration mastery, and the ability to drive change across established organizations. You'll need to balance brand autonomy with centralized standards, navigate complex stakeholder dynamics, and deliver results quickly while building for long-term sustainability.

Perfect For:

Digital leaders who've "been there, done that" with multi-brand portfolios, platform integrations, and digital transformation at scale. You're commercially driven, pragmatic over perfectionist, and thrive in the complexity of global enterprises. You want C-suite impact and the satisfaction of building something that matters.

What You'll Own

Strategic Leadership

Unified Digital Strategy

across 27+ digital properties aligning with a $1B EBITDA target

Platform Integration

merge multiple assets into one cohesive architecture

Digital Transformation

driving a shift to digital-first operating model across 10,000+ employees

Portfolio Governance

balancing centralized control with brand autonomy

Board & CEO Partnership

presenting quarterly strategy updates with P&L accountability

Property Excellence & Revenue

Multi-Domain SEO Excellence:

Achieve top 10 rankings for products in 100+ markets, 30-50% organic traffic growth YoY

Conversion Optimization:

Improve visitor-to-lead by 30-100%, reduce booking abandonment from 70% to 40-50%

AI & Automation:

Deploy AI automating 60-80% of inquiries, achieve 75%+ location AI coverage with 3:1 ROI

Ecommerce Leadership:

Optimize memberships, virtual offices, meeting room and new product sales with 15-25% average order value increases

Geo-Targeting at Scale:

Thousands of location-specific pages across 40+ languages, zero duplicate content penalties

User Experience:

Mobile-first design, <2 second load speeds, accessibility compliance, intuitive navigation

Platform & Operations

Website Portfolio:

Oversee all brand sites, ensuring 99.9%+ uptime, superior performance, mobile-first experiences

Booking Engines:

Manage booking flows for subscriptions, one-time bookings, multi-product purchases with dynamic pricing

App Ecosystem:

iOS, Android, progressive web apps for booking, member management, customer support

Content Strategy:

Location pages, industry content, thought leadership enabling organic discovery

Marketing Technology:

Administer $2M-10M+ MarTech stack (CRM, marketing automation, analytics, CDP, testing platforms)

Data Infrastructure:

Unified data warehouse, real-time dashboards, multi-touch attribution, predictive analytics

Integration & Analytics

Customer Data Platform:

Single source of truth consolidating profiles across all digital properties

Executive Dashboards:

Real-time reporting integrating digital, sales, call centers, and in-location performance

Testing Infrastructure:

Run 50-100+ A/B tests annually with centralized learning repository

Compliance:

GDPR, CCPA, accessibility (WCAG), PCI DSS across 120 countries

Team & Culture

Build World-Class Team:

50-70 professionals across digital product, marketing, analytics, operations, engineering

Direct Reports:

Head of Operating Brands, Head of Industry Sites, Head of Apps, plus recommended additions (Digital Demand Gen, Data & Analytics, Marketplace)

Centers of Excellence:

Establish SEO, conversion optimization, AI, and MarTech COEs

Change Management:

Achieve 85%+ adoption rates, <10% regrettable attrition, foster experimentation culture

Who You Are

Experience of Scale:

Significant experience of

digital leadership in a $1B+ revenue organisation.

Previous

P&L accountability Managed

500+ locations

OR

15+ brand properties

OR

5,000+ listing marketplaces

Led teams of

30-70+

across geographies

$10M-50M+

annual budget management Worked in either Multi-brand hospitality, Flexible workspace, commercial real estate, PropTech, Multi-brand booking platforms/marketplaces, Franchise operations with 1,000+ locations requiring geo-targeting or Enterprise SaaS with location-based or multi-tenant services

Proven Track Record:

Revenue Impact:

Increased digital revenue 40-100% within 24 months through optimization

Integration Mastery:

Merged multiple platforms into a unified architecture

Multi-Domain SEO:

Managed 10+ domains achieving top-3 rankings without cannibalization

Conversion Excellence:

Achieved 30-100% improvement through 50+ annual tests

Change Leadership:

Drove 85%+ adoption on major technology rollouts within 90 days

Technical Must-Haves

SEO & Organic:

Multi-domain SEO strategy with international SEO (hreflang), technical SEO, Core Web Vitals Enterprise local SEO: geo-targeting for 100+ locations, schema markup, Google Business Profile at scale Achieved 30-50% YoY organic traffic growth in previous roles

AI & Platforms:

Conversational AI implementation (chatbots, voice, NLP/NLU) on digital properties Booking/ecommerce platforms (Shopify Plus, Magento, custom builds) Marketing automation (HubSpot, Marketo, Pardot, Salesforce Marketing Cloud)

MarTech & Data:

CRM enterprise implementation (Salesforce, HubSpot, Dynamics) Customer Data Platforms (Segment, Tealium, mParticle) Analytics (Google Analytics 4, Adobe Analytics, Mixpanel, Amplitude) Data warehousing (Snowflake, BigQuery, Redshift) BI tools (Tableau, Power BI, Looker)

Testing & Optimization:

A/B testing platforms (Optimizely, VWO, Google Optimize, Adobe Target) Experimentation frameworks with statistical rigor Documented 30-100% conversion improvements

Leadership Essentials

Strategic Vision:

Balance global consistency with local market relevance across 120 countries Translate business strategy into actionable digital roadmaps Present to boards and C-suite with compelling data narratives

Operational Excellence:

Process design for scalable systems Vendor/agency management negotiating $5M+ contracts Resource optimization across competing priorities

People & Culture:

Build high-performing teams in competitive talent markets Hub-and-spoke organizational models Drive innovation and experimentation culture

Commercial Acumen:

Every initiative tied to revenue, profit, or strategic outcomes 18-24 month payback discipline

About IWG

World's Largest Flexible Workspace Provider

4,000+ locations

across

120 countries

8+ million customers

including

80% of Fortune 500

Our Brands:

Regus | Spaces | Signature | HQ | No18 | Basepoint | OpenOffice

Plus marketplace properties: InstantOffices | OfficeSpace | DaVinciVirtual | EasyOffices | Coworker and more

Awards & Recognition:

Leading Employer Award

2022, 2023, 2024 and 2025 (top 1% of employers)

Carbon neutral workplaces

with Net Zero by 2040 commitment * FTSE 250 listed with strong institutional backing