You will be part of the Consumer & Audience Division within SPH Media, working side-by-side with the Manager to drive subscription revenue and audience growth for SPH Media's news publications.
In this role, you will move beyond simple execution to take ownership of campaign performance and tactical planning. You will work in a tag team structure with the Manager: while he/she defines the overarching acquisition strategy and product roadmap, you will design the tactical approach, manage channel efficiency, and drive the continuous optimisation of our conversion funnels.
Your focus remains split: approx. 70% on managing and optimising high-performance acquisition campaigns, and approx. 30% on analysing user journeys and driving e-shop experiments.
Roles & Responsibilities
1. Campaign Management & Tactical Strategy (Primary Focus - 70%)
- Campaign Planning & Ownership: Translate broader business goals into actionable campaign plans. Independently manage the setup, launch, and ongoing optimisation of marketing campaigns across the EMTM portfolio.
- Budget & Channel Optimisation: Actively manage the campaign budget and resource allocation across channels. Work with the Performance Marketing team to make decisions on ad optimisations, and push for exposure via our wide network of SPH-owned assets to maximise ROI without constant supervision.
- Creative Strategy: Analyse creative performance to understand why certain ads work. Brief designers on new concepts based on data insights and lead the creative iteration process.
- Audience Segmentation: Diverse strategies for different audiences. Develop distinct tactical approaches for mass-market audiences (e.g .The Straits Times) versus niche community segments (e.g. Berita Harian/ Tamil Murasu/ The Business Times).
2. E-shop Optimisation & Experimentation (Secondary Focus - 30%)
- Hypothesis Generation: Proactively analyse e-shop data to identify drop-off points. Formulate hypotheses for A/B tests (e.g., Changing the CTA on the checkout page will increase conversion) and present these to the Manager.
- Test Execution & Management: Drive A/B testing and CRO projects. Coordinate with tech teams to ensure experiments are implemented correctly and monitor statistical significance.
- User Journey Management: Own the quality control of the user experience. Regularly audit the end-to-end customer journey to ensure that new product features or marketing landing pages provide a seamless experience, recommending fixes where necessary.
3. Performance Analysis
- Data Analysis: Leverage customer data and analytics (Tableau, Google Analytics, etc.) to uncover insights, journey gaps, and opportunities for campaign optimisation.
- Insight-Led Reporting: Produce weekly performance deep-dives that go beyond surface-level metrics. Provide the so whatexplaining the reasons behind performance dips or spikes and recommending next steps.
Who are we looking for
Skills
- Tactical Marketing Knowledge: Strong understanding of the digital marketing funnel. Ability to plan campaign structures (awareness vs. conversion) and understand how different channels work together.
- Analytical Problem Solving: Ability to look at a dataset, identify a problem (e.g., high CPAs on Facebook/ low click-throughs on eDMs), and independently formulate a solution to fix it.
- Digital Operations & CRO: Familiarity with A/B testing methodologies and tools. Ability to bridge the gap between marketing goals and technical implementation (tagging, tracking, UX flow).
- Project & Stakeholder Management: Ability to manage external agencies and internal design teams effectively, ensuring deadlines are met and quality is high.
- Commercial Acumen: Understanding of key business metrics (CPA, LTV, ARPU) and how daily campaign decisions impact the bottom line.
Working Experience
- 3-4 years of experience in digital marketing, performance marketing, or growth.
- Proven experience managing campaign budgets and making independent optimisation decisions.
Qualifications
- Bachelor's degree / Diploma in Marketing, Business, or a related field.
