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Manager to Senior Manager, Brand Campaigns A

Apply now Agency: Singapore Tourism Board
Job no.: 546800
Work type: Permanent
Location: Singapore
Categories: Others

Purpose of job:

You will be part of a team that will analyse consumer needs and apply the analyses to the curation of experiences as well as formulate global marketing communications strategies for identified target audiences of relevant markets.

As a team member, you will also work with our international offices and HQ Divisions to develop and actualise market-specific marketing plans to heighten awareness of Singapore as a destination amongst these target audiences and collaborate with regional offices to help grow the size and expenditure of said audiences. You will also support and facilitate the marketing activities of the Regional Offices in driving awareness, consideration, and advocacy of the Passion Made Possible brand internationally, so as to influence the travel decisions of visitors in our key source markets to Singapore. 

You will conduct learning plans with STB HQ Divisions and selected industry stakeholders to understand their business strategies and objectives, share consumer insights to understand products / experiences touch points so as to map the required resources to address the gaps. You will develop annual marketing plans with HQ Divisions and stakeholders.

 

Main Responsibilities:

 

  1. Brand Campaign lead for the Australia, Europe source markets, to partner and provide marketing support to RO/IG, especially in the areas of:
  • Brand Guardianship: Build the brand through leadership and co-development with RO on all brand communication for markets and ensure all brand communication is on equity.  Ensure global consistency and synergies, integration of plans across HQ and market, while allowing plans to be adapted to local market nuances as appropriate.
  • Co-development of the market’s leisure marketing campaign: Plan and execute the campaign in conjunction with  regional offices and in-market agencies and also with STB's appointed public relations, creative and media agencies.
  • Work with Regional Office and divisions within Marketing Group to facilitate the business planning process, budgeting and market performance indicators in relation to the market’s campaign.
  • Market support and HQ facilitation – Communication of work plans to other internal stakeholders in STB, coordination with and engagement of external stakeholders that are based in Singapore, support of in-Singapore production and execution.
  • Share best practice across geographies and facilitate knowledge/expertise transfers.

 

  2. Part of the Global Media Plan/ Branded Entertainment and Content team to drive perception change for the brand campaign across global platforms targeting STB’s addressable target segments.

This includes:

  • Developing/ refining media principles or touchpoint guidance for all/ key source markets
  • Analyses and interpretation of target segments data to ensure that media plans adopt the most effective mix of media channels for specific in-market audiences
  • Planning and execution, to ensure amplification of the global brand assets, and creation of complementary content with media partners to bring Passion Made Possible/ SIngapoReimagine stories to life
  • Coordinating with identified markets/ regions through the brand campaigns team to facilitate media buys, flighting, and results tracking
  • Understanding the various media platforms, especially, digital, programmatic and social platforms/ channels so to ensure optimisation of resources and results
  • Ability to analyse ongoing results and conduct after action reviews of campaign results and brand health studies and recommend next steps for better optimisation of resources so as to ensure brand perception results are achieved 

3. Other division related work such as sharing the brand with various external and internal stakeholders, organizing brand related events, budget planning, etc.

 

Requirements:

  • Experience in marketing communication and working with marketing agencies
  • Relevant media or digital marketing experience and exposure to overseas/ regional marketing would be preferred

  • Analytical skills to be able to distill insights from reports and data
  • Stakeholder management and relationship building skills to handle both internal and external parties
  • Project management to ensure timely adherence and delivery of deadlines

  • Ability to adapt to change

  • Teamwork

  • Skills and knowledge in marketing communication and report, data and spreadsheet analysis

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