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Singapore Tourism Board

Singapore Tourism Board

Manager/Senior Manager, Social

Permanent
Closing on 06 Jun 2026

What the role is

In today's rapidly evolving digital landscape, social media has transcended traditional marketing boundaries to become the epicentre of community-driven engagement, technological innovation, and multi-format content consumption. For STB, this evolution presents unprecedented opportunities to pioneer destination marketing through cutting-edge social innovations whilst cultivating deep, meaningful community connections and establishing key platforms as primary content discovery channels. Our commitment to innovation positions us at the forefront of tourism marketing, whilst strategic platform development offers opportunities for immersive destination storytelling, algorithm-optimised content discovery, and long-term audience building.

In this role, your primary focus will be on driving strategic growth across key social platforms, developing comprehensive community engagement strategies, and identifying and executing innovation-led marketing opportunities. You will evaluate emerging technologies and platforms whilst establishing proven channels as cornerstones of our content strategy through optimised content creation, programmes partnerships, and audience development. You will balance experimental thinking with proven social marketing strategies, to deliver measurable impact whilst establishing STB as a thought leader in next-generation destination marketing.

What you will be working on

Platform Strategy & Growth Management Develop and execute comprehensive growth strategies for key social media platforms, specifically YouTube, including content planning, algorithm optimisation, and audience development. Analyse platform analytics to identify growth opportunities, audience insights, and content performance trends. Oversee content creation from ideation through production, ensuring alignment with platform-specific best practices and discovery mechanisms. Manage platform-specific initiatives including long and short-form video strategy, live content, community features, and content programmes.

Community Engagement Strategy & Development Design and implement comprehensive community engagement frameworks that foster authentic connections between STB and target audiences across VS social media presence. Develop community-building initiatives that encourage user-generated content, facilitate peer-to-peer recommendations, and create lasting emotional connections with Singapore as a destination. Establish metrics and measurement systems to track community health and engagement quality.

Emerging Platform Research & Strategy Continuously monitor emerging social platforms, closed community networks, and private social spaces to identify strategic opportunities for STB. Conduct platform assessments, audience analysis, and competitive research to determine viability and potential impact. Develop go-to-market strategies for promising platforms, including content approaches and community building tactics.

Technology Integration & Innovation Implementation Work with relevant teams to integrate new tools, platforms, and technologies that enhance community engagement and content creation capabilities. Stay current with AI developments, automation opportunities, and emerging social technologies including virtual production tools, automated content generation, and immersive storytelling technologies.

Innovation Project Leadership & Opportunity Identification Drive strategic innovation initiatives including AI-powered content creation, emerging technology integration, and experimental marketing approaches. Identify opportunities to innovate in areas such as virtual storytelling, automated content generation, immersive destination experiences, and next-generation audience engagement tools. Lead pilot programmes for cutting-edge marketing technologies and assess their potential for scalable implementation.

What we are looking for

  • Minimum 3-5 years proven social media platform management experience with demonstrated growth results across multiple channels

  • Deep understanding of platform algorithms, content optimisation strategies, and audience development best practices

  • Experience with platform analytics tools, content management systems, and performance measurement frameworks

  • Experience with AI-powered content creation tools, automation technologies, or similar innovative marketing solutions

  • Demonstrated success in building and scaling online communities across multiple platforms

  • Experience with closed community platforms, private social networks, or niche audience engagement

  • Understanding of community psychology, engagement behaviour patterns, and retention strategies

  • Strong project management skills with ability to balance experimental initiatives with proven strategies

  • Strategic mindset with commercial acumen and creative problem-solving abilities

  • Excellent command of all aspects of the English language, both verbal and written communication, and excellent presentation skills.

  • Strong initiative and adaptability to thrive in the fast-evolving digital landscape

  • Strong sense of initiative and ability to work in a fast-paced environment

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 your application process

This job is closing on 06 Jun 2026.

If you do not hear from us within 4 weeks of the job ad closing date, we seek your understanding that it is likely that we are not moving forward with your application for this role. We thank you for your interest and would like to assure you that this does not affect your other job applications with the Public Service. We encourage you to explore and apply for other roles within Singapore Tourism Board or the wider Public Service.

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.

Learn more about Singapore Tourism Board