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Manager, Marketing Planning
2 weeks ago
[What the role is]
Today’s marketing landscape is fast evolving, largely driven by digital and technological transformations. Consumers now have more choices than ever before and are making decisions faster across offline and online platforms. Marketers on the other hand, are now more equipped to respond to these changes with the right marketing mix. 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 in Marketing Planning, you will be part of a wider collective within the Marketing Partnerships, Planning & Capabilities Development 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, management of collaborative agency partnerships, to the collection of data and research for the purposes of analysis, forecasting and the creation of marketing insights, so that MG understands the wider travel ecosystem we operate in, including that of travellers and competitive destinations. 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, media and PR).
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 and future-proof ourselves.
**[What you will be working on]**
Key areas of responsibility are in strategy planning, performance measurement and reporting, delivering against the following key tasks:
- Analyse data, research and uncover insights to future-proof marketing strategy, inform resource planning, identify opportunities and gaps, execution and optimisation across various campaigns executed
- Develop regular analysis/insights reports on consumer trends, spend behaviour, competitive and media landscapes
- Collaborate with internal stakeholders and marketing agencies for the execution of marketing strategy to ensure consistency, efficiency, and governance
- Plan and facilitate planning platforms across MG, involving external agencies for effective strategy and work plan discussions
- Manage and maintain tight oversight of marketing budgets and agency fees through forecasting exercises and on-going tracking of utilisation, reconciliations and reporting
- Establish marketing performance standards, success measures and work with the teams to achieve uniformity and consistency in how we track, measure, report and optimise against the marketing strategy
- Regular management reporting in areas such as budgets, risk management and MG’s key focus areas
- Regular monitoring of agency performance
**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
**[What we are looking for]**
- Good critical thinking and analytical thinking and able to tell a story with data and research
- Good stakeholder management skills, able to project manage across multiple stakeholders, both internal and external
- Strong communication and presentation capabilities
- Strong analytical skills and able to tell a story through the use of data and research
- Proficiency in the use of both Microsoft Excel and PowerPoint is a must
- At least 5 years working experience in a planning, research or data analysis-related function
- The following experiences will be an advantage:
- Familiarity in statistics and/or econometrics methods
- Knowledge of and experience working with marketing-related data and research such as Brand Health studies, social media listening tool
- Understanding of marketing work and the role which marketing agencies play
- Prior experience in tourism industry and/or experience development
