Singapore Tourism Board - Media Manager, Applied Data and Technology

Location: Singapore
Business sector: Digital Marketing
Job reference: 665086
Published: about 1 year ago
The Singapore Tourism Board (STB) is a statutory board under the Ministry of Trade and Industry of Singapore. It champions the development of Singapore's tourism sector, one of the country's key service sectors and economic pillars, and undertakes the marketing and promotion of Singapore as a tourism destination.

Digital marketing has always been informed by data to better target and reap effective performance returns. As consumers become increasingly savvy with digital platforms while technology evolves in allowing the identification of individual rather than aggregated data, there is a need for an organization to be equipped with the relevant resource in harnessing an intentional data strategy to meaningfully apply today’s data set with the increasing sophistication of technology and ecosystem. This will not only allow for organization to stay ahead of data trends but also, future proofing against any inadvertent landscape disruption or consumer shifts.

Against the rising concern on consumer data privacy which in turn resulted in a myriad of data policies and measures for marketers to maneuver, the role of Media Manager (Applied Data and Technology) is therefore critical in guiding our digital marketing work against these pivots with a clear and sustainable data and media strategy.

Role will be working closely across the Marketing Group (MG) in ensuring how our respective platforms and paid media strategies take into consideration how data will impact outcomes while calibrating against contingencies.

The ideal candidate would be skilled in shaping and enhancing STB's data-driven marketing roadmap that include data strategy, solutions architecting of an ad:tech/mar:tech ecosystem, data management & profiling, audience analytics.

What You'll Be Doing

• Develop and operationalise a marketing data strategy that promotes a proactive approach in continually assessing and calibrating against the prevailing technology ecosystem

- Manage our current adtech stack (including Data Management Platform) and recommend any enhancements of the technology stack
- Review and implement the recommendations put forth across STB's Cookieless Strategy

• Develop and manage an end-to-end data framework that allows for meaningful collection, storage and consumption of data with agility and scales
- Overseeing MG's existing pool of 1st/2nd/3rd party data and identify gaps and opportunities to maximise existing use of data and harness incremental data

• Develop a close working relationship with all relevant data owners, line units, external technology partners and agencies, to fulfil key areas of your deliverables
- Given that data collection takes place across the entire Board and with our tourism stakeholders, to maintain a proactive watch on potential synergies to develop win-win data activation outcomes

Skills You'll Need
Competency Requirements:
• Showing good business acumen, analytical thinking and judgement
• Working effectively within STB to achieve results
• Working effectively with stakeholders outside STB
• Serving with heart, commitment and purpose
• Being innovative and learning continuously
• Background in digital media advertising (include SEM and Social Channels and Programmatic) and/or demonstrate a keen interest and capacity to grow in this area
• Strong analytical skills with knowledge on global/regional media landscape and metrics (across paid, owned, and earned)

Job Requirements:
• Minimum 6-8 years of relevant experience using analytical methodologies to solve business, marketing, and media challenges
o Experience with a digital agency/ consultancy, martech/ adtech platform service provider, 3rd party data solutions provider, etc. is desirable
• Possess prior hands-on experience and capabilities relating to:
o Digital marketing campaign programs: developing the quantifiable KPIs, objectives, and methodologies for achieving accountable and sustainable digital marketing performance (increased sales and conversions, and improved efficiencies via digital marketing), which can be used to demonstrate the value or ROI of such AdTech capability investments
o Cloud marketing solutions: Adobe Experience Cloud, Google Marketing Platform, Salesforce Marketing Cloud, etc..
o Buy-side AdTech and processes (DMPs or CDPs, Tagging, Reporting) or equivalent technology for data-based personalized digital marketing (i.e. implementing and/or using systems such as Salesforce Audience Studio, Adobe Audience Manager, Google Marketing Platform, etc.)
o Programmatic marketing or paid media experience (running, setting up, launching and performing any ongoing optimizations of paid media campaigns and paid media operations on Google, Facebook, DSPs, Ad Exchanges, SEO, SEM, etc.)
o Advanced understanding of data architecture, systems integration, and data flow of interconnected ecosystems such as CRM, data lake, DMP, DSP
o Advanced understanding of analytics outputs and configurations: insights and dashboards development, being able to understand and recommend a suitable tagging strategy for collecting customer behavior data across the online journey, and recommend the types of reports and dashboards required to track performance and optimization against the use cases
• This should translate to the ability to:
o Develop strategies to effectively leverage STB's existing data & marketing infrastructure to better audience understanding and marketing effectiveness
o Propose strategies to evolve STB's data & marketing practices to stay ahead of technology and media landscape changes
o Design and measure data-driven media tests to validate and trial new ways to improve the quality of marketing data
• Able to lead complex multi-dimensional stakeholder engagements that include agencies, STB line units and partners, with strong communication and presentation skills.
• Able to think strategically and articulate complex challenges and solutions to non-technical audiences clearly and succinctly
• Organized, structured and able to work against clear objectives and timelines.