Manager/Senior Manager, Segment Marketing & Visitor Experience B
Building and Construction Authority
[What the role is] The Segment Marketing and Visitor Experience Division (SMVE) is a division within Marketing Group that champions target segment strategies to support quality tourism. The division plays an integral role in developing segment insights through research and analysis – including demographics, psychographics, travel motivations and behaviours, decision drivers and spending habits – to formulate effective segment marketing and segment-focused product and experience strategies, and execute segment marketing initiatives that drive arrivals and spend amongst our target segments.
[What you will be working on] In this role, your main focus would be on the BTMICE segment. You will need to gain in-depth MICE target segment (MICE event organisers and travellers) understanding to identify gaps and opportunities and develop actionable insights that will inform the formulation of a segment-specific marketing strategy and corresponding workplan . You will be a key member of the team that plans and executes global MICE marketing activities to profile and drive consideration for Singapore as a top MICE destination.
Target segment analysis and understanding Develop target segment analysis and regularly track and monitor indicators that can inform and guide global marketing strategy, and where relevant, product and experience development. The target segment understanding includes but is not limited to, analysing data sets from a breadth of sources, and/or conducting in-depth consumer research (quantitative and qualitative) on STB’s target MICE event organiser segments, to understand their demographics, psychographics, booking motivations, decision-making, needs and behaviours and the formulation of actionable insights that can inform the BTMICE marketing strategy and plans.
Development and implementation of MICE marketing activities Develop and execute Board’s MICE global marketing activities across paid and owned touchpoints, ensuring the activities are grounded on target segment’s insights, coordinating with internal and external stakeholders, external agencies and vendors to ensure timely delivery and quality outcomes. The successful candidate should also be able to demonstrate the ability to conceptualise and craft engaging and effective content across digital platforms (including social media, MICE EDM, landing pages, video and written case studies) and below-the-line formats: a.
Content partnerships : Develop and execute strategic media partnerships with key MICE trade and business news media publications to create engaging branded content to drive awareness and consideration as the choice destination among MICE event organisers and attendees. You will be required to work closely with media partners in the conceptualisation and shaping of content angles/structure as well as on the ideal content formats (e.g.
web, social, video) for effective delivery of our key messages. Track and analyse the effectiveness of the media partnership plans against the intended objectives and to work with media partners to optimise performance and quality of content. b. VisitSingapore Business Events LinkedIn page management : Lead and manage STB’s MICE global social media account (VisitSingapore Business Events) on LinkedIn including content strategy, calendar planning and execution to meet MICE marketing objectives.
The successful candidate will need to collaborate with external agencies as well as in-house creative studio to execute and produce the social content. Analyse paid and organic performance and formulate recommendations to optimise social content to enhance marketing performance. c. MICE EDM marketing campaign : Develop and execute quarterly MICE EDM marketing campaigns targeting MICE event organisers, from conceptualisation to delivery and analysis, with support of an external agency.
Formulate engaging and compelling EDM content including copy, appealing visuals and persuasive calls to action. Analyse performance an