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M to SM, Marketing Planning

Apply now Agency: Singapore Tourism Board
Job no.: 548035
Work type: Permanent
Location: Singapore
Categories: Marketing/Business Development, Research and Analysis

Purpose of job:


With the advent of technology such as Machine Learning and Artificial Intelligence, Big Data has also become a fast reality for many industries and organisations in today’s world. One of the areas where this transformation has seen the fastest and most significant growth is in marketing.

Singapore Tourism Board’s Marketing Group (MG) has a vision to create agile, bold and creative destination marketing that inspires and delivers results. In order to drive growth in tourism outcomes for the Board, we must forge strong and collaborative partnerships with our marketing agency partners to deliver impactful marketing and communications related activities. We also want to capitalise on and be at the forefront of today’s marketing competencies so as to deliver against our ambition to become a data-driven and insight-led marketing organisation.


As a Manager/Senior Manager in Marketing Planning, you will be part of a wider collective within the Marketing Partnerships & Planning division within MG to manage overall planning across the Marketing teams. This looks at a spectrum of strategic and operational matters from the development/ refinement of marketing strategy, marketing resource allocation and success measurement, to the setup of an Intelligence Hub that looks at the collection of data and research for the purposes of analysis and the creation of marketing insights, so that MG understands the wider travel ecosystem we operate in, including that of travellers, competitive destinations and stakeholders such as travel operators. These insights which MG create will affect decisions made by the entire STB board across groups including our overseas regional offices and by our agency partners (creative, digital and media).

Our end goal is to be able to respond with the right marketing opportunities at greater speed and agility to meet our business and marketing objectives.


Main Responsibilities:

Key area of responsibility is in the area of planning and analytics, delivering against the following key tasks:

  • Planning and facilitating planning platforms across MG, overseas regional offices and external agency partners for effective and data-driven strategy and work plan discussions
  • Analyse and synthesize data, research, analysis and insights to inform marketing strategy, resource planning, identify opportunities and gaps, execution and optimisation across various campaigns executed
  • Management and refinement of MG’s budgets and Marketing Resource Allocation, which includes annual allocation of budgets and on-going tracking of utilisation
  • Develop and analyse how STB measures our marketing outputs, and work with the teams to achieve uniformity and consistency in how we track, measure, report and optimise
  • Acquire data and research to enrich analysis/insights (through initiatives to collect, purchase and/or partnership)
  • Develop regular analysis/insights reports on consumer trends and behaviour as well as the macro competitive and media landscapes
  • Regular management reporting in areas such as budgets, risk management and MG’s key focus areas


Key relationships:

  • Internal stakeholders within MG and other STB groups to identify needs and synthesize research and data
  • External stakeholders such as agency and research partners to deliver on marketing insights related activities


Job Requirements:

  • At least 5-8 years working experience in a research related role in a research agency, marketing and communications agency or in a research related function of an organisation.
  • A strong background in data and research, with an understanding of both survey-based data as well as behavioural data, and how to use them.
  • Able to work with and across multiple stakeholders, both internal and external.
  • Strong communication, analytical skills  and presentation capabilities through the use of data and research.  .
  • Proficiency in the use of both Microsoft Excel and PowerPoint is a must, other research-related tools such as SPSS.   is an advantage
  • Knowledge of and experience working with marketing-related data and research such as survey and panel-based consumer research such as Brand Health studies, social media listening tools.

We regret only shortlisted candidates will be notified. 

Applications close:

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