Assistant Manager/Manager/Senior Manager, Segment Marketing & Visitor Experience A

[What the role is]

The Segment Marketing & Visitor Experience Division (SMVE) is a division within Marketing Group that champions target segment strategies to support quality tourism. The division plays an integral role in developing segment insights through research and analysis – including demographics, psychographics, travel motivations and behaviours, decision drivers and spending habits – to formulate effective segment marketing and segment-focused product and experience strategies and execute segment marketing initiatives that drive arrivals and spend amongst our target segments.

[What you will be working on]

In this role, you will serve as the lead for the Established Careers (EC2) segment you will be responsible for building in-depth target segment understanding to identify gaps and opportunities and develop actionable insights that will inform the formulation of target segment-specific strategies for global marketing, and product & experience development, work with relevant line units to apply the insights and strategies respectively, and execute segment marketing initiatives, with a goal of driving quality tourism outcomes of visits and spend.

1. Target segment analysis and insights

Develop target segment insight reports and regularly track and monitor indicators that can inform and guide EC2 global marketing, product & experience development strategies and plans. The report development includes but is not limited to analysing data sets from a breadth of sources, and/or conducting in-depth consumer research (quantitative and qualitative) on STB’s target segments, to understand the target segments - including their demographics, psychographics, travel motivations, interests, needs & behaviours, decision drivers, and spending habits - across their travel journey from pre- to post-arrival and the formulation of actionable insights.

2. Development and implementation of target segment initiatives

a. Formulate recommendations and strategies to guide marketing, product & experience development, from a target segment-first approach. The officer will need to steer and ensure alignment, integration and application of said guidance and strategies across different business groups and line units including International Group, Marketing Group, Experience Development Group and Industry Development Group, Technology Transformation Group.

b. Through segment insights, identify gaps and opportunities for LUs on ‘Why’ and ‘What’ products & experiences to attract target segment visitorship and spend to and within SG.

c. Lead and develop effective global marketing strategy and execution activities across paid, owned and earned touchpoints grounded on target segments’ insights, travel motivations & needs, decision-making and planning behaviours. This would include the management of branded F&B awards partnerships including curating and executing media and industry familiarisation trips for renowned local and international culinary key opinion leaders and tastemakers.

d. Track and analyse key metrics related to target segment performance, and the effectiveness of projects under the officer’s charge, including presenting findings to internal and external stakeholders, and reporting to management. To also optimise projects and initiatives against strategy and objectives based on performance tracking and outcomes.

e. You may also be asked to support initiatives that the division may need to take on from time to time.

[What we are looking for]

• Strong analytical skills with the ability to analyse data from multiple sources (e.g., in-house data, surveys, third-party research studies) to identify trends, patterns, and derive actionable insights related to target segments and their visitor experience that will result in clear strategies to grow STB's target segments outcomes.
• Marketing strategy/campaign planning, development and execution.
• Strong project and budget management skills with the ability to navigate issues, problem solve and effectively roll out research projects and campaigns.
• Ability to manage and develop business partnerships, identifying opportunities to collaborate with industry partners to deliver against segment and marketing objectives.
• Excellent collaboration skills and able to work effectively with internal and external stakeholders.
• Excellent written and verbal communication skills, and strong attention to detail.
• Able to work independently with high initiative and drive.At least three to four years of relevant working experience.
• Proficiency in conducting market research using various methodologies (e.g., surveys, focus groups, in-depth interviews) to understand traveller behaviour, preferences, and needs.
• Prior work experience in consumer research, project management and/or marketing is preferred.
• Prior experience in relevant customer experience roles.

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.