RWS Global, a leading producer of live experiences, has revealed two key leadership appointments as it continues to expand globally. Hans Vollrath has been appointed executive vice president of land production, and Ashley Hong will take on the newly created position of vice president of licensing.
These new roles highlight the company’s dedication to providing world-class experiences and setting a standard in live entertainment globally.
Hans Vollrath
With over 30 years of expertise delivering world-class productions and guest experiences, Vollrath will spearhead and develop RWS Global’s land-based entertainment portfolio, encompassing theatrical productions, theme park shows, immersive experiences, seasonal activations, branded attractions, and events. Before joining RWS Global, Vollrath was general manager at Meow Wolf, managing daily operations and full P&L responsibilities.
Vollrath brings over twenty years of experience from The Walt Disney Company, where he had significant roles in cruise operations, themed entertainment, international growth, and new business initiatives. Following his tenure at Disney, he became the senior director at Vail Resorts in Broomfield, CO, overseeing operational strategy for the company’s summer business.
“Bringing Hans on as our EVP, land production is a game-changer,” says Jake McCoy, chief operating officer at RWS Global. “His vision, drive and influential background in themed entertainment are exactly what we need as we scale upwards. Our team is excited about the powerful leadership and fresh perspective he will bring to elevate everything we produce.”
Vollrath is recognised for his approachable leadership style and dedication to guest experience. He has forged a career focused on operational excellence, team empowerment, and completing large-scale projects within deadlines and budgets. His expertise encompasses executive-level business strategy, operations, guest experience improvement, multi-departmental budgeting, optimising business processes, and managing customer service.
See also: RWS Global COO on the company’s creative & strategic evolution
Ashley Hong
Hong has over 20 years of international licensing experience, successfully enhancing profitability across various product categories for leading consumer brands. Recently, she founded Icon Licensing, a comprehensive licensing agency focused on developing strategic brand collaborations and innovative licensing agreements in entertainment, lifestyle, and fashion.
Hong formerly held the position of global merchandising group manager for Asia Pacific at the National Basketball Association (NBA). In this role, she led the brand’s strategic retail expansion by identifying and negotiating with key partners to establish NBA Lifestyle stores across the APAC region, which significantly improved brand visibility and increased fan engagement.
She later held the position of head of international licensing at Elegance Gmbh, overseeing 17 licensed categories worldwide to maintain an emphasis on product and retail strategy. Following this, she served as vice president of international business development at Authentic Brands Group, leading the company’s rapidly expanding international growth and licensing strategy.
In her new role, Hong will manage licensing strategy and business development for IP-driven experiences and retail offerings.
“We are thrilled to welcome Ashley to our team,” says Veronica Hart, chief growth officer at RWS Global. “Her passion for fandom, her expertise in global brand strategy and her deep knowledge of the licensing industry will be invaluable assets as we expand our offerings globally and strengthen our position in the market.”
Hong’s exceptional background in working with licensees and developing IP partnerships allows RWS Global to solidify its status as a leader in IP-driven experiences, further broadening the company’s reach in international partnerships, experiential marketing initiatives, and retailtainment.
Hong will attend Licensing Expo in Las Vegas, Nevada, from 20 – 22 May 2025. Meetings can be booked by email.
Earlier this week, RWS Global also announced a strategic partnership with OneTeam Partners, the commercial partner to numerous Player Associations and thousands of elite athletes, to reimagine the fan experience at sports venues across North America.
