Manager/Senior Manager, Segment Marketing & Visitor Experience B

[What the role is]

The Segment Marketing and 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, your main focus would be on the BTMICE segment. You will need to gain in-depth MICE target segment (MICE event organisers and travellers) understanding to identify gaps and opportunities and develop actionable insights that will inform the formulation of a segment-specific marketing strategy and corresponding workplan.

You will be a key member of the team that plans and executes global MICE marketing activities to profile and drive consideration for Singapore as a top MICE destination.

Target segment analysis and understanding

Develop target segment analysis and regularly track and monitor indicators that can inform and guide global marketing strategy, and where relevant, product and experience development. The target segment understanding 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 MICE event organiser segments, to understand their demographics, psychographics, booking motivations, decision-making, needs and behaviours and the formulation of actionable insights that can inform the BTMICE marketing strategy and plans.

Development and implementation of MICE marketing activities

• Develop and execute Board’s MICE global marketing activities across paid and owned touchpoints, ensuring the activities are grounded on target segment’s insights, coordinating with internal and external stakeholders, external agencies and vendors to ensure timely delivery and quality outcomes. The successful candidate should also be able to demonstrate the ability to conceptualise and craft engaging and effective content across digital platforms (including social media, MICE EDM, landing pages, video and written case studies) and below-the-line formats:

a.     Content partnerships: Develop and execute strategic media partnerships with key MICE trade and business news media publications to create engaging branded content to drive awareness and consideration as the choice destination among MICE event organisers and attendees. You will be required to work closely with media partners in the conceptualisation and shaping of content angles/structure as well as on the ideal content formats (e.g. web, social, video) for effective delivery of our key messages. Track and analyse the effectiveness of the media partnership plans against the intended objectives and to work with media partners to optimise performance and quality of content.

b.     VisitSingapore Business Events LinkedIn page management: Lead and manage STB’s MICE global social media account (VisitSingapore Business Events) on LinkedIn including content strategy, calendar planning and execution to meet MICE marketing objectives. The successful candidate will need to collaborate with external agencies as well as in-house creative studio to execute and produce the social content. Analyse paid and organic performance and formulate recommendations to optimise social content to enhance marketing performance.

c.      MICE EDM marketing campaign: Develop and execute quarterly MICE EDM marketing campaigns targeting MICE event organisers, from conceptualisation to delivery and analysis, with support of an external agency. Formulate engaging and compelling EDM content including copy, appealing visuals and persuasive calls to action. Analyse performance and identify opportunities for EDM campaign optimisation to optimise campaign effectiveness and engagement rates. To also update and maintain the accuracy and hygiene of the MICE email database on a regular cadence, complying with prevailing data protection regulations.

d.     MICE event case studies (video and web) Lead and develop video content captures of notable MICE events held in Singapore for use for paid and owned marketing, with the support of an appointed video production company. You will be required to manage the appointed production house in the crafting of the video's narrative, storyboarding, selection and liaison with interview profiles (e.g. event organiser, event delegates, conference speakers) across pre-production, during the actual shoot and into post-production to ensure output delivers the intended marketing objectives and messages. For each video case study, there will be an accompanying web case study for STB’s MICE website (VisitSingapore.com/MICE) that you will need to develop with the support of an external agency/in-house creative studio.

e.     Partner STB’s MICE line units and Regional Offices to support business development efforts through various marketing activities, including collateral and asset creation for owned and paid touchpoints, key MICE travel tradeshows and business development activities.

f. 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]

• At least 3 years of relevant experience in marketing campaign planning, development and execution. 

• 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.

• Strong project management and analytical skills, with the ability to navigate issues, problem solve and work collaboratively with multiple internal and external stakeholders.

• Highly motivated, organised, adaptable and able to perform within tight timelines.

• Experience managing creative, social and PR agencies, production house and other vendors in a multi-stakeholder setting.

• Content marketing experience across videos, short form and long form storytelling.

• Excellent written and verbal communication skills, and strong attention to detail.

• Able to work independently with high initiative and can effectively contribute within a dynamic cross-functional, cross-cultural environment.

 “Good to Have” for the job

• Familiarity and past experience with B2B marketing and communications is a plus.

• Experience in applying Generative AI solutions to accelerate content ideation and development and optimise workflows is a plus.

• 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.