Job Description

What the role is:The Marketing Activation division is part of STB\'s Marketing Group and serves as the digital center of excellence in owned channels, paid media and marketing analytics. The team also aims to catalyse creativity and innovation through experimentation with new programs and emerging technologies.For this role, you will be a key member of the team to help shape and sharpen our B2B marketing efforts, overseeing the planning and execution of our marketing efforts for the Meetings, Incentives, Conventions & Exhibitions ("MICE") target segments. These efforts work to contribute towards profiling and driving consideration of Singapore as a leading MICE destination.The ideal candidate would be one who:Relishes the opportunity to be exposed across a wide variety of marketing initiatives across paid and owned media;
Exercises creativity to find new means to communicate with our target audiences, going beyond established norms and digital channels
Work best through collaboration, via partnering both internal (STB\'s MICE business team) and external (agency, LinkedIn) stakeholders in augmenting our marketing and business outcomes.What you will be working on:Main responsibilities: (Let candidates know what is in it for them by helping them visualize a typical day at the work. List the essential duties required in order of importance.1. Oversee VisitSingapore.com MICE website as the primary digital platform to communicate Singapore\'s MICE offerings (venues, experiences, service providers, key industries, MICE assistance schemes etc), as well as to facilitate research amongst corporates and planners who are looking to organise their business events in Singapore. These responsibilities include:Plan, manage, monitor and execute content of website through a designated content management system. This includes sourcing and/or recommending authorized key visuals for use as part of the web content development and maintenance, oversee web content audits and fact checks to eliminate inaccuracies, and/or dated information.Manage web content translations with agency and internal stakeholders in ensuring quality and timely deliveryTrack, monitor and uncover actionable insights that will guide the on-going web content optimization and development2. Spearhead STB\'s Joint Business Partnership with LinkedIn, which includes overseeing our presence on the platform under VisitSingapore Business Events. This would involve maximizing tactics available within the LinkedIn platform that would help best reach out to their global audience of business professionals, more specifically to our priority accounts across Exhibitions & Conferences (EC), Association Conventions ("AC") and Meeting & Incentive Travel (M&I) segments.3. Lead the delivery of the newly rolled out MICE Global Positioning campaign, which invites our event organizers and planners to take a fresh perspective on Singapore\'s value proposition as a leading MICE destination that can influence purposeful outcomes.4. Enhance our current lead generation efforts to complement our MICE teams\' mid-long term business development efforts and playing a role to affirm/convert Singapore\'s position as the "World\'s Best MICE City".5. As part of the above responsibilities, to take ownership of channel planning and optimization in several areas including but not limited to the ones highlighted belowSearch Engine Optimization / Search Engine Marketing: Increasing discoverability for and driving traffic to Visit Singapore MICE website on search engine results via both organic and paid means.Programmatic media buys: Work with a series of partners to target higher-intent audiences through buys that are served on a user\'s natural online browsing environment.6. Utilize our marketing analytics from owned channels, and support Industry Marketing division to translate such insights and reinforce our content marketing efforts in key messaging pillars such as Sustainability, Access, Innovation and Trust & Safety.Key relationships:Partner closely within Marketing Group, key MICE business teams and our agency partners to deliver on the objectives of STB\'s MICE marketing effortsPartner with International Group\'s Regional Offices to localize content in line with market prioritiesWhat we are looking for:At least 3 years of relevant experience in marketing, communications and/or media.Strong project management skills (with experience in multi-market management, a plus), and ability to work independently.Able to lead multi-dimensional stakeholder engagements that include agencies, STB line units and partners, with strong communication and presentation skills.Excellent knowledge of Search Engine OptimizationStrong analytical skills with working knowledge of web analytics tools, ideally Adobe AnalyticsHighly motivated, organized, adaptable and able to perform within tight timelines. A strong team player with proven track record.Ideal/Good to Have: Prior experience and/or overall understanding of the MICE industries and/or B2B lead generation efforts.Application Status: Shortlisted candidates will be contacted within 2 weeks from the closing date of this job posting. We regret to inform that only shortlisted candidates will be notified.About Singapore Tourism Board:The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore\'s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. Our success comes from working as one STB team in an environment of trust, openness, fun and care. What can you expect as part of #TeamSTB? \xe2\x80\xa2 Professional and Personal development: We provide structured training and initiatives aimed at equipping you with a well-rounded set of competencies to excel in your career. \xe2\x80\xa2 Staff benefits: We offer flexible work arrangement, family care leave and wellness programmes to enable you to achieve a healthy level of work-life effectiveness. Award-winning Workplace \xe2\x80\xa2 Public Sector Employer of Choice: (2nd) 2014, 2nd (2015) and 1st (2016) \xe2\x80\xa2 Singapore\'s Top 100 Leading Graduate Employers: Winner - Hospitality, Leisure, and Tourism Sector (2021) \xe2\x80\xa2 NS Mark (Gold) Accreditation For more information on STB, please visit https://www.stb.gov.sg.

Singapore Tourism Board