Company Description

Mama Shelter is a vibrant, design‑driven hospitality brand founded in 2008 by the Trigano family (co‑founders of Club Med). The brand creates lively, eclectic urban spaces blending creativity, community, affordability, and exceptional service. Collaborating with local partner (Lucrum Capital Pte Ltd), Mama Shelter is part of Ennismore, a global collective of creative hospitality brands in joint venture with Accor.

The title and remuneration will be commensurate with experience.

Job Description

Job Summary:

The Digital, Marketing & Communications Manager is responsible for developing and executing the overall marketing, digital, and public relations strategy for Mama Shelter Singapore Orchard, a lifestyle hospitality brand under the Ennismore/Accor Group.

This role leads all branding, communications, digital marketing, and event-driven initiatives that strengthen the property's market positioning and drive revenue across Rooms, F&B, and Events.

The position requires a strategic leader with cross-functional coordination skills and a strong command of digital performance marketing, brand storytelling, and reputation management.

Key Responsibilities:

Strategic Planning & Leadership

Develop and implement the annual marketing and communications plan, aligning with business and brand objectives.
Manage and track the overall marketing budget, forecasting expenditures and ensuring cost efficiency and maximum ROI.
Lead and supervise the Marketing & Communications team, including executives and interns, ensuring consistent brand delivery and professional growth.
Collaborate with senior management and Accor/Ennismore's regional teams to align global brand standards and local market activation.
Present monthly performance reports and marketing ROI analyses to management.

Digital & Marketing Operations

Drive integrated digital marketing campaigns (Google Ads, Meta, TikTok, Xiaohongshu, etc.) to increase brand visibility, engagement, and direct bookings.
Oversee the hotel's website and third-party listings to ensure accurate, timely, and optimized content updates.
Develop and approve content calendars across social media platforms, ensuring consistent tone, creativity, and storytelling.
Partner with digital agencies to manage paid media performance and conversion optimization.
Supervise the use of CRM and loyalty tools to execute targeted email marketing, guest segmentation, and personalised offers.
Ensure all marketing activities comply with brand guidelines, legal standards, and data protection policies (e.g., PDPA).
Maintain the hotel's marketing asset library (photo, video, artwork) with updated, high-quality creative materials.

Public Relations, Events & Guest Engagement

Manage press relations, influencer collaborations, and media partnerships to generate strong editorial coverage.
Conceptualise and execute PR events, media activations, and creative brand campaigns that strengthen visibility in the local and regional market.
Develop and maintain long-term relationships with journalists, KOLs, and media outlets to build continuous brand advocacy.
Oversee the hosting of media, influencers, and VIP guests, coordinating across departments to ensure seamless brand experience.
Partner with Rooms, F&B, and Events teams to create and promote signature activations, themed campaigns, and special offers.
Ensure all on-property activations and communications reflect the brand's creative, inclusive, and community-driven spirit.

Crisis Communication & Reputation Management

Develop and enforce a Crisis Communication SOP, outlining escalation protocols, response templates, and media handling procedures.
Oversee online reputation management across Google, TripAdvisor, and OTA platforms — ensuring timely, brand-aligned responses to guest reviews.
Coordinate with corporate PR and legal teams to manage sensitive issues, ensuring brand protection and stakeholder confidence.

Qualifications

Bachelor's Degree in Marketing, Communications, or related field.
Minimum 5–8 years experience in marketing or communications, preferably within hospitality, lifestyle, or F&B sectors.
Proven track record in digital marketing, PR management, and brand strategy.
Strong analytical skills with experience in campaign performance analysis and ROI reporting.
Excellent leadership, communication, and interpersonal skills.
Ability to multitask and thrive in a fast-paced, creative environment.
Familiarity with social media, influencer ecosystems, CRM, and paid media management tools.
Creative, self-driven, and results-oriented, with high attention to detail.

Additional Information

Why Join Mama

✨ A brand that celebrates creativity and personality

✨ A chance to shape the identity of our bar program

✨ Opportunities for growth within the Mama family

✨ Supportive, fun, and inclusive work environment

✨ Competitive salary and attractive team benefits

Digital, Marketing & Communication Manager