Job Description

Job Summary:

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The

Digital, Marketing & Communications Manager

is responsible for developing and executing the overall marketing, digital, and public relations strategy for

Mama Shelter Singapore Orchard

, a lifestyle hospitality brand under the Ennismore/Accor Group.





This role leads all branding, communications, digital marketing, and event-driven initiatives that strengthen the property's market positioning and drive revenue across Rooms, F&B, and Events.


The position requires a

strategic leader with cross-functional coordination skills

and a strong command of digital performance marketing, brand storytelling, and reputation management.

Key Responsibilities:

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Strategic Planning & Leadership

Develop and implement the annual

marketing and communications plan

, aligning with business and brand objectives. Manage and track the

overall marketing budget

, forecasting expenditures and ensuring cost efficiency and maximum ROI. Lead and supervise the

Marketing & Communications team

, including executives and interns, ensuring consistent brand delivery and professional growth. Collaborate with senior management and Accor/Ennismore's regional teams to align global brand standards and local market activation. Present monthly performance reports and marketing ROI analyses to management.

Digital & Marketing Operations

Drive

integrated digital marketing campaigns

(Google Ads, Meta, TikTok, Xiaohongshu, etc.) to increase brand visibility, engagement, and direct bookings. Oversee the hotel's

website

and third-party listings to ensure accurate, timely, and optimized content updates. Develop and approve

content calendars

across social media platforms, ensuring consistent tone, creativity, and storytelling. Partner with digital agencies to manage

paid media performance

and conversion optimization. Supervise the use of

CRM and loyalty tools

to execute targeted email marketing, guest segmentation, and personalised offers. Ensure all marketing activities comply with

brand guidelines, legal standards, and data protection policies

(e.g., PDPA). Maintain the hotel's

marketing asset library

(photo, video, artwork) with updated, high-quality creative materials.

Public Relations, Events & Guest Engagement

Manage

press relations

, influencer collaborations, and media partnerships to generate strong editorial coverage. Conceptualise and execute

PR events, media activations, and creative brand campaigns

that strengthen visibility in the local and regional market. Develop and maintain long-term relationships with

journalists, KOLs, and media outlets

to build continuous brand advocacy. Oversee the hosting of

media, influencers, and VIP guests

, coordinating across departments to ensure seamless brand experience. Partner with Rooms, F&B, and Events teams to create and promote

signature activations, themed campaigns, and special offers

. Ensure all on-property activations and communications reflect the brand's creative, inclusive, and community-driven spirit.

Crisis Communication & Reputation Management

Develop and enforce a

Crisis Communication SOP

, outlining escalation protocols, response templates, and media handling procedures. Oversee

online reputation management

across Google, TripAdvisor, and OTA platforms -- ensuring timely, brand-aligned responses to guest reviews. Coordinate with corporate PR and legal teams to manage sensitive issues, ensuring brand protection and stakeholder confidence.

Requirements:

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Bachelor's Degree in Marketing, Communications, or related field. Minimum

5-8 years' experience

in marketing or communications, preferably within hospitality, lifestyle, or F&B sectors. Proven track record in

digital marketing, PR management, and brand strategy

. Strong analytical skills with experience in campaign performance analysis and ROI reporting. Excellent leadership, communication, and interpersonal skills. Ability to multitask and thrive in a fast-paced, creative environment. Familiarity with

social media, influencer ecosystems, CRM, and paid media management tools

. * Creative, self-driven, and results-oriented, with high attention to detail.