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 part of the team responsible in digital advertising, segmentation strategies as well as operational excellence to ensure that the right advertising tactics are incorporated to achieve maximum performance uplift and returns.
Media advertising has seen a significant shift towards digital as the dominant medium for the past decade or so. Amidst the rise of consumer demand and the wealth of options for digital content consumption, this has also conditioned their expectations and knowledge of the digital advertising space. With the onslaught of competitive clutter from advertisers, the conventional manner of adopting a tried-and-tested, spray-and-pray strategy no longer works. With that, one way to stay ahead of the advertising clutter is to pre-empt and connect specific consumer need states with the most relevant messaging. For the latter, the need to constantly identify platforms, formats and technologies will also be important in conveying an experience that is as authentic as it is seamless.
What you will be working on:
1. Operationalise our global always-on digital advertising portfolio. This involves ensuring operational excellence to achieve desired marketing objectives and business outcomes of our overall digital advertising portfolio across our top source markets for leisure audiences.
2. As part of the above responsibilities, to take ownership of channel planning and optimisation in several areas including but not limited to the ones highlighted below:
4. Identify and sustain areas of innovation and efficiencies. Where applicable in enhancing our advertising delivery, to also consider piloting test-and-learn initiatives (e.g partners with advanced targeted capabilities) and in maintaining our marketing technology stack (i.e Conversions API setup), in partnership with our media and digital agencies respectively.
2. As part of the above responsibilities, to take ownership of channel planning and optimisation in several areas including but not limited to the ones highlighted below:
- Project manage in ensuring agency deliveries are aligned and met against clearly defined marketing KPIs and expectations
- Elevate paid media practice across the marketing group. One example would be also to provide consult/guidance to paid media strategy and implementation for our key campaigns
- Ensure timely media report deliveries and issuance of invoices
4. Identify and sustain areas of innovation and efficiencies. Where applicable in enhancing our advertising delivery, to also consider piloting test-and-learn initiatives (e.g partners with advanced targeted capabilities) and in maintaining our marketing technology stack (i.e Conversions API setup), in partnership with our media and digital agencies respectively.
What we are looking for
- Background in digital media advertising (include SEM and Social Channels and Programmatic)
- Strong analytical skills with knowledge on global/regional media landscape and metrics (across paid, owned, and earned)
- Strong project management skills, with experience in regional account/market management, a plus
- Interested in data and analytics and demonstrate the ability to synthesize them into insights
- Strong communication and presentations skills
- Strong stakeholders/ agency management skills
- A good team player with proven track record
- At least 5 years of relevant experience in digital marketing and/or performance marketing in the tourism / hospitality / lifestyle sectors
- Good-to-have:
- Prior experience and/or exposure to marketing technologies including but not limited to Conversions API, Customer Data Platform
- Appreciation for quantitative analysis and basic statistical modelling to guide the execution of measurement initiatives such as Marketing Mix Modeling
- Hands-on experience in developing and executing SEM, Programmatic, Social Media and Video advertising plans
- Has knowledge and hands-on experience with the following bidding platform: Adwords, DV360, Facebook Business Manager
- Has knowledge and experience in ad trafficking and ops that includes first-hand experience with the following platforms (e.g DoubleVerify)
- Knowledge and experience with data visualization tools which include Google Data Studio, Adobe Analytics