Job Description

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The main responsibility of this position is to oversee digital marketing efforts, specifically focusing on developing a visitor-centric, multi-channel strategy. This strategy will be implemented across the Gallery\'s paid, owned, and earned channels to optimize visitor acquisition, engagement, and channel performance throughout their journey.

To achieve the Gallery\'s vision of mass-personalization in marketing, this role involves managing digital platforms and touchpoints within the ecosystem. The objective is to create a seamless and integrated user journey across both paid, owned and earned channels, ensuring scalability and alignment with the Gallery\'s goals.

This role collaborates closely with the integrated marketing and innovation and technology team to build and support visitor analytics-led insights for integrated marketing product/segment marketing campaigns, to achieve key business outcomes and KPIs.

Responsibilities:

Digital Marketing:

• Develop and oversee an integrated digital marketing plan that focuses on delivering mass personalized experiences and offerings to segmented audiences across paid, owned, and earned channels.
• Understand the needs and behaviours of different audience segments and create tailored marketing experiences for exhibitions and programs.
• Implement multi-channel targeted campaigns and strategies to optimize conversion rates and drive visitor engagement.
• Implement SEO strategies to improve the visibility and ranking of the Gallery\'s website in search engine results.

Martech and Analytics Implementation:

• Spearhead the change management process for the development and execution of a robust martech architecture spanning all channels and customer touchpoints.
• Utilize data trends and analytics to refine digital conversion metrics, designing and implementing tests and making strategic decisions based on insights.
• Lead cross-divisional stakeholder presentations and reporting, sharing insights and implementing best practices in visitor analytics and tools.

Digital Channel Engagement:

• Oversee all owned digital channels and act as the custodian for the Gallery\'s digital touchpoint ecosystem.
• Collaborate with the team to develop agile content optimized for various digital channels, including written content, visual graphics, video content, and interactive elements.
• Regularly review and analyze content performance, developing insights to inform future content creation and digital strategy decisions.
• Monitor the performance of each digital channel, identify trends and areas of improvement, and implement strategies to optimize performance.
• Regularly review and improve the user experience on the website and other digital channels, ensuring ease of navigation and visitor satisfaction.
• Collaborate with other teams, such as marketing and IT, to ensure a cohesive digital strategy and seamless implementation.
• Provide regular reporting on the performance of digital channels, sharing insights and key performance metrics with stakeholders.

Qualifications:

• Bachelor\'s degree in Digital Marketing, Data Analytics/Science, User Experience (UX), or a related discipline.
• Minimum of 5 years of experience in performance marketing, analytics, and digital channel management.
• Knowledge of SEO techniques and strategies to improve website visibility and search rankings is a plus.
• Strong knowledge of martech architecture and its implementation across various channels and touchpoints.
• Proficiency in data analysis and interpretation, with a demonstrated ability to make strategic decisions based on insights.
• Proficiency in the Google Marketing Platform (GMP), including Google Ads, Google Analytics, Google Tag Manager, and Looker Studio.
• Demonstrated excellence in project management, with the ability to effectively handle multiple priorities, stakeholders, and collaborate with cross-functional teams.
• Proven experience in content development and optimization for digital channels, with the ability to independently adapt content, including copy and design assets, for use across various digital channels.
• Passion for the arts and cultural sector, with a keen interest in visitor engagement and satisfaction.
• Working knowledge of Microsoft Office Suite is essential, with the ability to quickly adapt and learn new applications.

About Us:

National Gallery Singapore is a leading visual arts institution which oversees the world\xe2\x80\x99s largest public collection of Singapore and Southeast Asian modern art. Situated at the birthplace of modern Singapore, in the heart of the Civic District, the Gallery is housed in two national monuments - City Hall and former Supreme Court - that have been beautifully restored and transformed into this exciting 64,000 square metre venue. Reflecting Singapore\xe2\x80\x99s unique heritage and geographical location, the Gallery aims to be a progressive museum that creates dialogues between the art of Singapore, Southeast Asia and the world to foster and inspire a creative and inclusive society. This is reflected in our collaborative research, education, long-term and special exhibitions, and innovative programming. The Gallery also works with international museums such as Centre Pompidou, Mus\xc3\xa9e d\'Orsay, Tate Britain, National Museum of Modern Art, Tokyo (MOMAT) and National Museum of Modern and Contemporary Art, Korea (MMCA), to jointly present Southeast Asian art in the global context, positioning Singapore as a key node in the global visual arts scene.

In 2020, the Gallery was the only museum in Southeast Asia that received a ranking in The Art Newspaper\xe2\x80\x99s annual global survey of attendance at art museums, taking 20th place. It was the first museum in Asia to receive the Children in Museums Award by the European Museum Academy and Hands On! International Association of Children in Museums in 2018. The Gallery also won the awards for \xe2\x80\x9cBest Theme Attraction\xe2\x80\x9d at TTG Travel Awards 2017, \xe2\x80\x9cBest Attraction Experience\xe2\x80\x9d, \xe2\x80\x9cBreakthrough Contribution to Tourism\xe2\x80\x9d and \xe2\x80\x9cBest Customer Service (Attractions)\xe2\x80\x9d at the prestigious Singapore Tourism Awards in 2016 for its role in adding to the vibrancy of Singapore\xe2\x80\x99s tourism landscape.

We offer job opportunities in our dynamic organisation. Working at the Gallery enhances and cultivates your love for the arts, and offers you a chance to be part of the Gallery\'s vision.

OUR PEOPLE

At National Gallery Singapore, we develop cultural leaders who make the world better. Our people are united by a shared belief in the power and necessity of art, and work together to create meaningful experiences for our visitors.

National Gallery Singapore