Digital Applications DirectorInternational Workplace Group plc • City of London, England, United Kingdom
Digital Applications Director
International Workplace Group plc
- City of London, England, United Kingdom
- City of London, England, United Kingdom
Über
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 will 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 have "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.
Strategic Leadership
Unified Digital Strategy across 27+ properties aligning with a $1B EBITDA target
Platform Integration: merge multiple assets into one cohesive architecture
Digital Transformation: shift to a digital‑first operating model across 10,000+ employees
Portfolio Governance: balance centralized control with brand autonomy
Board & CEO Partnership: present quarterly strategy updates with P&L accountability
Property Excellence & Revenue
Multi‑Domain SEO Excellence: 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 to automate 60‑80% of inquiries, achieve 75%+ location coverage with 3:1 ROI
Ecommerce Leadership: optimize memberships, virtual offices, meeting rooms 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, 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 (Data & Analytics, Marketplace)
Centers of Excellence: establish SEO, conversion optimization, AI, and MarTech COEs
Change Management: achieve 85%+ adoption rates, Experience of Scale
Significant digital leadership in a $1B+ revenue organization
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 one of the following: 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
Seniority level Director
Employment type Full‑time
Job function Information Technology
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Sprachkenntnisse
- English
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