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Singapore Tourism Board

Manager to Senior Manager, Global Campaigns (Role 2)

Singapore Tourism Board

PermanentClosed

What the role is

The Global Campaigns team oversees the global brand and campaign development for STB Marketing Group, by strategising and conceptualising campaigns, creating campaign assets and developing brand extensions so as to drive desirability and consideration for destination Singapore by changing perception of leisure travellers.

You will be a key member of the team in driving Global Campaigns work, specifically leading the overall brand and campaign strategy, towards enhancing overall desirability for Singapore as a travel destination. As we approach the next phase of the Singapore Passion Made Possible brand, you will have the chance to spearhead the campaign refresh for the coming years. In addition, you will also closely review our brand principles and application guidelines, to ensure stronger brand alignment across STB's marketing work. In this role, you will need to work closely with an appointed creative agency to shape the campaign strategy, while engaging STB internal teams along the way.

What you will be working on

Global Campaign Strategy

  • Develop the campaign strategy for the next 3 years to anchor the Singapore Passion Made Possible brand amongst international audiences. 
  • Analyse data and derive strong consumer insights that will allow STB to establish a stronger emotional connection with key target audience. 
  • Engage STB senior management during the development of the campaign strategy. 
  • Galvanise STB Marketing Group to incorporate the refreshed campaign strategy in their various workstreams, for greater amplification of the campaign and stronger consistency across STB's marketing work with a One Brand One Campaign approach. 
  • Provide tools and best practices in managing the execution of the global campaign across STB HQ and Regional Offices (ROs).

Global Campaign Asset Development

  • Drive creative ideation of campaign assets to anchor our destination brand. 
  • Evaluate, negotiate, select, and manage external production houses required to execute the required asset(s).
  • Collaborate with STB Line Units and ROs to ensure that the global campaign assets developed covers priority experiences and are aligned to market nuances. 
  • Resolve issues and solve problems that may occur during the development and rollout of the global campaign. 

Brand Development

  • Review current Singapore Passion Made Possible brand book to ensure the brand values and purpose remain current and relevant.
  • Sharpen guidelines towards better understanding and execution of brand-related activities.

Note: the above portfolio may be adjusted based on the department's needs.

What we are looking for

  • At least 3 years' experience in marketing-related roles. 
  • Possess a strong creative flair for marketing, with ideas to guide creative development.
  • Possess strong initiative, interpersonal and communications skills.
  • Strong project management skills with the ability to navigate issues, offer solutions and adhere to timelines to effectively rollout campaigns.
  • Able to navigate data and derive insights to help develop data-driven campaign.
  • Have experience working with creative agencies. 
  • Past experience working on global campaign development will be an advantage. 

Application Status: Shortlisted candidates will be contacted within 2 weeks from the closing date of this job posting. We regret to inform that only shortlisted candidates will be notified.

About Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. Our success comes from working as one STB team in an environment of trust, openness, fun and care. What can you expect as part of #TeamSTB? • Professional and Personal development: We provide structured training and initiatives aimed at equipping you with a well-rounded set of competencies to excel in your career. • Staff benefits: We offer flexible work arrangement, family care leave and wellness programmes to enable you to achieve a healthy level of work-life effectiveness. Award-winning Workplace • Public Sector Employer of Choice: (2nd) 2014, 2nd (2015) and 1st (2016) • Singapore's Top 100 Leading Graduate Employers: Winner - Hospitality, Leisure, and Tourism Sector (2021) • NS Mark (Gold) Accreditation For more information on STB, please visit https://www.stb.gov.sg.