Are you limited to PHB only, or core only? My two favorite core rogue races are both in the monster manual (Forest Gnome and Deep Halfling), hence why I ask.
The best rogue in core is probably the flask rogue, though you said you don't want to TWF...
I would look into prestige classes and multiclassing, you can't rely on just sneak attack in core, too much crap is immune and you have no feats or items to let you piss on those immunities. Use Magic Device is always helpful, but pricy to fall back on often.
Would you be willing to do Arcane Trickster? They're probably the best "Rogues" in core. Dipping Shadowdancer for two levels isn't a bad idea, otherwise.
If you do have a martial weapon in mind, pick a race that gives proficiency with it for free or else multiclass with Ranger or something as Dandu suggested. Don't waste a feat on it.
EDIT: To do the hide, jump out and attack, jump back idea, go for Spring Attack and dip Shadowdancer for Hide in Plain Sight, and you're pretty much set.
You might want to get Hide in Plain Sight from the Assassin since Assassin gives you spells, sneak attack, death attack, and qualifies you for Eldritch Knight, Dragon Disciple, and Arcane Trickster.Well hide in plain sight is useful, shadow jump is situationally useful but hard to get use of it throughout the day, the shade is a useful flanking buddy, and darkvision is always useful but it comes too late to be worth noting.
Not even two levels; evasion is redundant, while darkvision is easy to come by. Only uncanny dodge is useful.Dandu, Shadowdancer is fine for 2 levels. It only sucks after that.

(Dungeons & Dragons)
Rulebook featuring "high magic" options, including a host of new spells.