12 Months Digital Marketing Specialist, Raffles Place

The Digital Marketing Specialist will be responsible for planning and execution of the corporate website, digital assets, SEO and SEM, as part of a wider brand and digital experience team member that will help deliver results and impact for our key business goals and digital brand experience in the Singapore market.

Responsibilities:

• Managing and delivering website and executing contents, digital assets and web enhancements, contributing to delivery of integrated multi-media marketing campaigns, with the outcome of increased traffic, site engagement and leads/sales acquisition.
• Drive SEO performance and be the domain expert to ensure organic visibility and SERP performance to optimise SEO and SEM to drive and support the company's digital marketing strategy
• Drive AEO/AI Search visibility (Generative Search/LLM answers) by implementing structured content, schema and technical SEO signals to increase eligibility for AI-generated results (e.g., generative AI summaries/answers).

1. Structured content and structured data/schema fundamentals (e.g., FAQs, how-tos, entity/organisation markup)
2. E-E-A-T signals in content development (accuracy, sourcing, governance, and author/brand credibility)
3. Measurement approach for AI Search impact (e.g., monitoring changes in impressions/clicks, query intent shifts, and featured/rich result coverage where available)

• Manage the SEO agency to deliver content strategy and authority-building/off-page SEO programmes (e.g., thought leadership and linkable assets) that grow domain authority and improve visibility across AI-powered search experiences.
• Work with media agency to manage paid media operations across always-on search and display campaigns - includes implementation, ongoing analysis and campaign optimisations to drive quality yet cost efficient traffic and leads.
• Execute retargeting efforts and campaign amplification via Customer Data Platform to drive user engagement and visitor-to-lead conversion.
• Collaborate with internal teams and external agency to create, develop and manage campaign ideas for digital experience, lead generation and ensure content relevance and delivering website engagement.
• Oversee, review and constantly improve web operations, technical workflow and web governance to ensure scalability and efficiency
• Managing IT, Risk and Group and users on regulatory and internal due diligence, users testing and remediation requirements relating to digital platforms.
• Provide timely reporting of Adobe Analytics to generate site engagement, online leads acquisition opportunities.
• Track, analyse and ensuring digital performance results, with outcomes analyse and recommendation / improvement actions implemented
• Own all requests from internal stakeholders on current digital platforms and new digital initiatives (such as corporate website and microsites)
• Be an innovation and digital evangelist, connected to the latest thinking in digital technologies, trends, innovations and activations, ensuring user journey and content is surfaced as effectively as possible, along with customer experience in mind, and in a manner which maximises engagement and online acquisition opportunities.
• Ability to take up other digital roles within the organization as designated by the supervisor.

Requirements:

• Bachelor's Degree in Marketing, or equivalent with at least 5 years of work experience related to digital marketing
• 3 years or more of experience incorporating digital marketing strategies in driving web traffic and conversion with the aim of improving user experience.
• Strong project management skills and strengths in managing multiple projects/deadlines ability to set priorities and be flexible in changing environments goal orientation with a strong bias toward action and tangible results
• Proficient in search tools (e.g., Google Search Console, Bing Webmaster Tools), including performance analysis, issue diagnosis, and optimisation recommendations.
• Experience or familiarity with Adobe solutions (e.g., Adobe Experience Manager, Adobe Analytics, Adobe Target) is an advantage on-the-job training can be provided.
• Possess basic skills in HTML, HTML5, JavaScript and CSS
• Experience with SEO and SEM best practices, including setting up sites and campaigns to ensure they are optimised for search engines, and maintaining ongoing search optimisation efforts within the organisation.
• Understanding of AEO/AI Search (Generative Search/LLM answers) is an advantage.
• Proven ability to build consensus and work effectively within a cross-departmental team managing content and production to improve user experience, drive increase in traffic websites and online acquisition
• Highly motivated, meticulous, strong team player with collaborative attitude
• Excellent analytical and reporting skills
• Excellent communication and presentation skills
• Experience of outsourcing (e.g., working with buying teams, creative agencies, etc.)
• Ability to set and manage allocated project budgets
• Ability to meet deadlines and work in a fast-paced environment