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 Global Campaigns work, specifically leading the overall brand and campaign strategy, towards enhancing overall desirability for Singapore as a travel destination. As we approach the next phase of the Singapore Passion Made Possible brand, you will have the chance to spearhead the campaign refresh for the coming years. In addition, you will also closely review our brand principles and application guidelines, to ensure stronger brand alignment across STB's marketing work. In this role, you will need to work closely with an appointed creative agency to shape the campaign strategy, while engaging STB internal teams along the way.  
 
 

 
Global Campaign Strategy

• Develop the campaign strategy for the next 3 years to anchor the Singapore Passion Made Possible brand amongst international audiences. 
• Analyse data and derive strong consumer insights that will allow STB to establish a stronger emotional connection with key target audience. 
• Engage STB senior management during the development of the campaign strategy. 
• Galvanise STB Marketing Group to incorporate the refreshed campaign strategy in their various workstreams, for greater amplification of the campaign and stronger consistency across STB's marketing work with a One Brand One Campaign approach. 
• Provide tools and best practices in managing the execution of the global campaign across STB HQ and Regional Offices (ROs).

 
Global Campaign Asset Development

• Drive creative ideation of campaign assets to anchor our destination brand. 
• Evaluate, negotiate, select, and manage external production houses required to execute the required asset(s).
• Collaborate with STB Line Units and ROs to ensure that the global campaign assets developed covers priority experiences and are aligned to market nuances. 
• Resolve issues and solve problems that may occur during the development and rollout of the global campaign. 

 
Brand Development

• Review current Singapore Passion Made Possible brand book to ensure the brand values and purpose remain current and relevant.
• Sharpen guidelines towards better understanding and execution of brand-related activities.

 
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 agencies. 
• Past experience working on global campaign development will be an advantage.