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Manager to Senior Manager, Global Campaigns
3 weeks ago
[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 the Global Campaigns work, specifically by extending the campaign beyond paid and owned efforts, with an emphasis on earned media, towards driving overall desirability for Singapore as a travel destination. As this coordinated HQ-led campaign activation is a new initiative, you will have the chance to spearhead and set a new direction and framework for future global campaign activations. In addition, you will also create campaign assets to anchor our destination brand. In this role, you will need to work closely with creative, media and PR agencies to facilitate and ensure smooth roll-out of the campaign, alongside internal STB teams.
**[What you will be working on]**
Global Campaign Activations
- Drive creative ideation of global campaign activation, with the intent to surprise and delight consumer and media through a creative campaign execution.
- Evaluate, negotiate, select, and manage external production houses required to execute the global campaign activation. Identify suitable measurements of success to assess the ROI of a global campaign activation.
- Collaborate with STB Regional Offices and Global Markets team (under Brand) to ensure that the global campaign activation developed is aligned to market nuances.
- Resolve issues and solve problems that may occur during the development and rollout of the global campaign activation.
Global Campaign Asset Development
- Drive creative ideation of campaign assets to anchor our destination brand, such as, but not limited to, key visuals and pick-up shots.
- Evaluate, negotiate, select, and manage external production houses required to execute the required asset(s).
- Provide strategic input to key STB Line Units on campaign adoption, such as, but not limited to, incorporating the global campaign assets within the tradeshow toolkit together with Market Operations.
Brand Personalities
- Regularly review the brand personalities framework to ensure it helps expands STB's share of voice through personalities.
- Testbed an organic opportunistic engagement approach to amplify global campaign messaging through selected global macro influencers.
- Develop briefs and proposals to engage and guide selected global macro influencers towards creating content that amplifies the campaign messaging, while staying true to their voice.
- Evaluate, negotiate, select, and manage the global and/or local personalities to be engaged for the global campaign.
- Develop a sustainable contracting model for engagement of macro influencers potentially key media and entertainment companies.
- 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, media, and/or public relation agencies.
- Past experience working on global campaign development will be an advantage.
