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:
- 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 delivery
- Track, monitor and uncover actionable insights that will guide the on-going web content optimization and development
- 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.
- 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.
- 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".
- 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 below
- Search 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.
- 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.
- Partner closely within Marketing Group, key MICE business teams and our agency partners to deliver on the objectives of STB's MICE marketing efforts
- Partner with International Group's Regional Offices to localize content in line with market priorities
- 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 Optimization
- Strong analytical skills with working knowledge of web analytics tools, ideally Adobe Analytics
- Highly 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.