Senior Executive, Strategic Communications & PR (Destination Communications)

[What the role is]

You will be part of the Marketing & Guest Experience Division team to drive brand visibility and storytelling excellence across Sentosa.

As a vital member of the Marketing & Guest Experience Division, your role is to actively promote Sentosa's brand through strategic media engagement, influencer partnerships, and compelling destination storytelling. Your contributions will be instrumental in supporting and advancing the Division's diverse initiatives across multiple touchpoints.

[What you will be working on]

Your primary focus will be leading the planning and execution of media familiarisation trips and KOL engagements. This includes end-to-end management of itinerary development, host coordination, and post-trip follow-through to ensure strong editorial and content outcomes that amplify Sentosa's brand story across earned and owned channels.

Supporting this, you will drive destination communications and media engagement efforts, developing and pitching compelling narratives that position Sentosa as a must-visit destination. This involves maintaining relationships with journalists, editors, and content creators, and identifying timely opportunities to secure meaningful media coverage.

You will also serve as a key liaison with island partners, coordinating closely with attractions, hotels, F&B operators, and other stakeholders to align storytelling efforts, surface partnership opportunities, and ensure a cohesive brand narrative across the destination.

Media & KOL Relations

End-to-End Trip Coordination

• Plan and execute media familiarisation trips and KOL visits from initial enquiry through completion
• Develop comprehensive itineraries for visit duration
• Secure sponsorships from Island Partners including F&B outlets, attractions, and hotels
• Coordinate permit applications and complimentary Immigration & Checkpoints Authority clearances as required
• Liaise with in-market Singapore Tourism Board representatives for trip updates

On-Site Support

• Arrange transport coordination through SAT
• Provide welcome services and point-to-point assistance during visits
• Manage any additional support requirements as they arise
• Coordination with the respective stakeholders (i.e: SRD, GIE, Ticketing etc) on booking of venue if needed)

Destination Communications

• Develop and implement earned media communications strategies for consumer-facing campaigns, festivals, and initiatives, to drive top of mind awareness.
• Identify new trends and happenings within the consumer lifestyle space, so as to better inform communications strategies.
• Establish and maintain good relationships with key media editors, journalists, writers and social media influencers.
• Together with the department, you will also be required to pre-emptively identify potential issues and to manage issues and incidents when they occur. You will also be required to manage media queries in a timely manner.
• The role will require you to liaise with various stakeholders, including fellow public agencies and the island’s business establishments, in the development of communication strategies. There will also be opportunities to be involved in cross-divisional projects.
• Any other duties as assigned by the HOD.

[What we are looking for]

• A good team player with strong interpersonal skills

• Versatile and creative

• Passionate, independent and self-motivated

• Relevant degree, such as in Mass Communications, Public Relations or related discipline.

• Relevant experience of 3-4 years or more

• Strong media pitching, writing and language skills

• Experience in tourism or hospitality related topics is advantageous, but not mandatory

• Proficiency in social media tools, with keen interest in new media trends

• Being bilingual would be an added advantage (eg. understanding and/or translating media materials)