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For Companies At a Glance
- Tasks: Lead the digital transformation of 27+ properties into a unified ecosystem driving significant revenue growth.
- Company: Join IWG, the world's largest flexible workspace provider with a commitment to innovation.
- Benefits: Flexible working options, competitive salary, and opportunities for professional development.
- Why this job: Make a real impact in a rapidly growing industry and shape the future of work.
- Qualifications: Proven digital leadership experience in large organisations and strong integration skills.
- Other info: Be part of a dynamic team driving change across 120 countries.
The predicted salary is between 72000 - 108000 Ā£ per year.
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 worldāclass 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 fastāgrowing network across 120 countries.
Your Mission
Transform these digital properties into highāperforming assets that drive 30ā50% revenue growth annually through superior user experience, conversion optimisation, and technical excellenceāestablishing 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 20ā30% 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 will be remembered as the leader who transformed IWG from a collection of fragmented digital properties into a unified, bestāināclass ecosystem that drove 40ā60% of company revenue, enabled capitalālight expansion to 30,000 locations, and positioned IWG as the undisputed digital leader in flexible workspace for the next decade.
The Challenge
This isnāt a greenfield buildāitās enterpriseāscale transformation requiring political savvy, integration mastery, and the ability to drive change across established organizations. You will need to balance brand autonomy with centralised standards, navigate complex stakeholder dynamics, and deliver results quickly while building for longāterm sustainability.
Perfect For
Digital leaders who have "been there, done that" with multiābrand portfolios, platform integrations, and digital transformation at scale. You are commercially driven, pragmatic over perfectionist, and thrive in the complexity of global enterprises. You want Cāsuite impact and the satisfaction of building something that matters.
What You Will 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 digitalāfirst operating model across 10,000+ employees
- Portfolio Governance balancing centralised control with brand autonomy
- Board & CEO Partnership presenting quarterly strategy updates with P&L accountability
- MultiāDomain SEO Excellence: Achieve top 10 rankings for products in 100+ markets, 30ā50% organic traffic growth YoY
- Conversion Optimization: Improve visitorātoālead by 30ā100%, reduce booking abandonment from 70% to 40ā50%
- AI & Automation: Deploy AI automating 60ā80% of inquiries, achieve 75%+ location AI coverage with 3:1 ROI
- Ecommerce Leadership: Optimize memberships, virtual offices, meeting room and new product sales with 15ā25% average order value increases
- GeoāTargeting at Scale: Thousands of locationāspecific pages across 40+ languages, zero duplicate content penalties
- User Experience: Mobileāfirst design
- Website Portfolio: Oversee all brand sites, ensuring 99.9%+ uptime, superior performance, mobileāfirst experiences
- Booking Engines: Manage booking flows for subscriptions, oneātime bookings, multiāproduct 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 $2Mā10M+ MarTech stack (CRM, marketing automation, analytics, CDP, testing platforms)
- Data Infrastructure: Unified data warehouse, realātime dashboards, multiātouch attribution, predictive analytics
- Customer Data Platform: Single source of truth consolidating profiles across all digital properties
- Executive Dashboards: Realātime reporting integrating digital, sales, call centres, and inālocation performance
- Testing Infrastructure: Run 50ā100+ A/B tests annually with centralised learning repository
- Compliance: GDPR, CCPA, accessibility (WCAG), PCI DSS across 120 countries
- Build WorldāClass Team: 50ā70 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 optimisation, AI, and MarTech COEs
- Change Management: Achieve 85%+ adoption rates
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 30ā70+ across geographies
- $10Mā50M+ annual budget management
- Worked in either Multiābrand hospitality, Flexible workspace, commercial real estate, PropTech, Multiābrand booking platforms/marketplaces, Franchise operations with 1,000+ locations requiring geoātargeting or Enterprise SaaS with locationābased or multiātenant services
Proven Track Record
- Revenue Impact: Increased digital revenue 40ā100% within 24 months through optimisation
- Integration Mastery: Merged multiple platforms into a unified architecture
- MultiāDomain SEO: Managed 10+ domains achieving topā3 rankings without cannibalisation
- Conversion Excellence: Achieved 30ā100% improvement through 50+ annual tests
- Change Leadership: Drove 85%+ adoption on major technology rollouts within 90 days
Technical MustāHaves
- SEO & Organic
- Multiādomain SEO strategy with international SEO (hreflang), technical SEO, Core Web Vitals
- Enterprise local SEO: geoātargeting for 100+ locations, schema markup, Google Business Profile at scale
- Achieved 30ā50% YoY organic traffic growth in previous roles
- 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)
- 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)
- A/B testing platforms (Optimizely, VWO, Google Optimize, Adobe Target)
- Experimentation frameworks with statistical rigor
- Documented 30ā100% 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 Cāsuite with compelling data narratives
- Process design for scalable systems
- Vendor/agency management negotiating $5M+ contracts
- Resource optimisation across competing priorities
- Build highāperforming teams in competitive talent markets
- Hubāandāspoke organisational models
- Drive innovation and experimentation culture
- Every initiative tied to revenue, profit, or strategic outcomes
- 18ā24 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
Digital Applications Director in London employer: IWG plc
Contact Detail:
IWG plc Recruiting Team
StudySmarter Expert Advice š¤«
We think this is how you could land Digital Applications Director in London
āØTip Number 1
Network like a pro! Get out there and connect with industry folks on LinkedIn or at events. You never know who might have the inside scoop on job openings or can put in a good word for you.
āØTip Number 2
Nail that interview prep! Research the company, understand their digital strategy, and be ready to discuss how your experience aligns with their goals. Show them youāre the transformational leader they need!
āØTip Number 3
Follow up after interviews! A quick thank-you email can keep you top of mind. Mention something specific from your chat to show you were engaged and are genuinely interested in the role.
āØTip Number 4
Donāt forget to apply through our website! Itās the best way to ensure your application gets seen by the right people. Plus, it shows youāre serious about joining our team at IWG.
We think you need these skills to ace Digital Applications Director in London
Some tips for your application š«”
Tailor Your Application: Make sure to customise your CV and cover letter for the Digital Applications Director role. Highlight your experience with digital transformation and platform integration, as these are key to what weāre looking for at IWG.
Showcase Your Achievements: Donāt just list your responsibilities; share specific examples of how youāve driven revenue growth or improved user experience in previous roles. We want to see the impact youāve made!
Be Clear and Concise: Keep your application straightforward and to the point. Use bullet points where possible to make it easy for us to read through your qualifications and experiences quickly.
Apply Through Our Website: We encourage you to submit your application directly through our website. This ensures that your application gets to the right people and helps us keep track of all candidates efficiently.
How to prepare for a job interview at IWG plc
āØKnow Your Digital Landscape
Before the interview, dive deep into IWG's digital properties and their current performance. Understand how they fit into the broader market and be ready to discuss how you can unify these platforms into a cohesive ecosystem that drives revenue growth.
āØShowcase Your Transformation Experience
Prepare specific examples from your past roles where you've successfully led digital transformations. Highlight your ability to integrate multiple platforms and drive significant revenue increases, as this is crucial for the role of Digital Applications Director.
āØMaster Stakeholder Dynamics
Be ready to discuss how you've navigated complex stakeholder relationships in previous positions. This role requires political savvy, so share strategies you've used to balance brand autonomy with centralised control while achieving results.
āØData-Driven Decision Making
Emphasise your experience with data analytics and how you've used insights to drive conversion optimisation and user experience improvements. Be prepared to discuss specific metrics you've achieved, such as organic traffic growth or conversion rates, to demonstrate your impact.
