Integrated Marketing Associate (Group Marketing)

Founded in 2014, Lumens Group is leading the transformation of the mobility industry in Singapore. We have successfully built one of Singapore's largest car fleets and expanded our offerings to personal and corporate leasing, purchasing and financing.Now, we're on the lookout for a professional Group Integrated Marketing Associate to join us.

The Integrated Marketing Associate is responsible for driving brand visibility, demand generation, and partner-led growth through non-digital channels for a premium mobility concierge and private hire car leasing business. This role owns the offline and integrated marketing ecosystemincluding partnerships, ground activations, events, corporate alliances, fleet branding, driver-facing marketing, and experiential touchpointsensuring the brand is consistently present where demand is created before customers or drivers ever go online. Success in this role is measured by lead contribution from offline channels, brand salience, partnership yield, and on-ground execution excellence.

Core Mandate & Accountability

• Own and execute all non-digital marketing initiatives end-to-end
• Drive offline demand and lead generation for both:
• Concierge ride customers
• Driver-partners / lessees
• Ensure brand consistency and premium positioning across all physical touchpoints
• Build scalable partnership-led acquisition channels

Key Roles and Responsibilities

1. Offline Demand Generation & Activation

Customer-Facing (B2C / B2B2C)

• Plan and execute offline acquisition initiatives such as:
• Corporate roadshows and pop-ups
• Hospitality, luxury, travel, and lifestyle partnerships
• Airport, hotel, and premium venue activations
• Identify high-intent physical touchpoints where point-to-point concierge demand is strongest
• Design activation mechanics that convert physical exposure into qualified leads or bookings

Driver / Lessee-Facing (Supply Growth)

• Lead offline acquisition for driver-partners and vehicle lessees through:
• Recruitment events
• On-site roadshows
• Fleet hubs, workshops, and inspection centres
• Partner with ops teams to ensure marketing initiatives align with operational realities

2. Partnerships & Strategic Alliances

• Source, negotiate, and manage partnerships with:
• Corporates and SMEs
• Hotels, serviced apartments, and residences
• Event organisers and venues
• Automotive, insurance, and lifestyle brands
• Design co-marketing initiatives that deliver measurable demand or supply leads
• Own partnership executionfrom concept and contracting to on-ground rollout and post-mortem analysis

3. Brand Presence & Physical Touchpoints

• Own brand execution across all physical assets, including:
• Vehicle livery and fleet branding
• Uniforms, collaterals, signage, and POS materials
• Event booths, pop-ups, and experiential installations
• Ensure every offline touchpoint reflects the brand's premium, concierge-led positioning
• Work closely with design and ops teams to ensure quality, consistency, and scalability

4. Events, Sponsorships & Experiential Marketing

• Plan and execute branded events, sponsorships, and experiential campaigns
• Evaluate opportunities based on:
• Audience relevance
• Brand alignment
• Measurable lead or awareness impact
• Manage end-to-end event execution including vendors, logistics, staffing, and compliance
• Track performance against defined objectives (leads, sign-ups, partnerships initiated)

5. Field Marketing & On-Ground Execution

• Act as the bridge between marketing strategy and field execution
• Coordinate with operations, fleet, and driver teams to ensure seamless on-ground rollout
• Manage external vendors, promoters, and agencies for activations and roadshows
• Maintain a hands-on presence at key activations to ensure execution excellence

6. Lead Capture, Attribution & Measurement

• Design offline lead capture mechanisms (QR, referral codes, physical forms, concierge sign-ups)
• Work with CRM and growth teams to ensure offline leads are properly tracked and attributed
• Analyse offline channel performance and ROI
• Continuously optimise offline initiatives based on conversion and cost efficiency

7. Cross-Functional Collaboration

• Partner with:
• Growth and performance marketing teams to integrate offline online conversion
• Ops and fleet teams to align marketing promises with service delivery
• Sales and partnerships teams to close offline-generated leads
• Ensure offline initiatives are fully integrated into broader go-to-market strategies

Your Day-to-Day Adventures

Daily Responsibilities (Execution & Control)

1. On-Ground Activation Oversight

• Be physically present at or directly oversee live activations, roadshows, or partner locations
• Ensure booths, signage, fleet assets, and collaterals are correctly set up and brand-compliant
• Brief promoters, partners, or ops teams before activations start
• Troubleshoot real-time issues (venue constraints, staffing gaps, logistics delays)

2. Partner & Stakeholder Touchpoints

• Maintain daily communication with active partners (hotels, corporates, venues, agents)
• Coordinate next steps for co-marketing initiatives, on-site activations, or lead handovers
• Resolve partner issues quickly to protect relationships and credibility
• Identify immediate upsell or expansion opportunities within existing partnerships

3. Lead Capture & Follow-Up Readiness

• Ensure offline lead capture mechanisms are working properly (QR codes, referral forms, concierge sign-ups)
• Validate that leads from activations are correctly submitted and documented
• Work with sales / operations teams to ensure timely follow-up on offline-generated leads
• Flag lead quality or conversion issues early

4. Brand & Asset Management

• Inspect vehicle livery, uniforms, physical collaterals, and signage for consistency and quality
• Coordinate production, replenishment, and deployment of physical marketing assets
• Manage inventory of offline materials across locations and activations
• Work with ops and fleet teams to resolve wear-and-tear or brand compliance issues

Weekly Responsibilities (Optimisation & Growth)

5. Activation Planning & Scheduling

• Plan weekly activation calendars across:
• Corporate sites
• Hotels and residences
• Fleet hubs and recruitment locations
• Align manpower, logistics, and materials with ops and vendors
• Prioritise high-yield locations and time windows based on results

6. Performance Review & Insights

• Review weekly performance of offline initiatives:
• Leads generated
• Cost per lead
• Partner yield
• Identify which activations or partnerships are scalable vs opportunistic
• Recommend improvements to activation mechanics, messaging, or locations

7. Vendor & Agency Management

• Coordinate weekly check-ins with promoters, printers, fabricators, and event vendors
• Ensure service levels, timelines, and budgets are met
• Approve or escalate cost variations with justification
• Maintain updated vendor performance benchmarks

Monthly Responsibilities (Strategy & Scale)

8. Partnership Development & Expansion

• Identify and pitch new strategic partners aligned to:
• Premium concierge demand
• Driver-partner or lessee acquisition
• Negotiate co-marketing terms and activation concepts
• Refresh or sunset underperforming partnerships

9. Campaign & Event Planning

• Design upcoming events, sponsorships, or large-scale activations
• Secure venues, permits, staffing, and materials
• Align event objectives with lead, brand, or partnership goals
• Conduct post-event reviews to assess ROI and learnings

10. Cross-Functional Alignment

• Sync regularly with:
• Growth and performance marketing teams on offline-to-online conversion
• Ops and fleet teams on feasibility and execution constraints
• Sales teams on lead quality and close rates
• Ensure offline initiatives reinforce broader go-to-market priorities

Always-On Responsibilities

• Act as the single owner for non-digital marketing execution
• Maintain high standards of brand quality and professionalism in the field
• Proactively identify risks before they become execution failures
• Balance creativity with operational realism
• Represent the brand confidently to partners, vendors, and the public

What This Role Does Not Do

• Does not rely solely on agencies without direct oversight
• Does not treat offline marketing as brand only without measurable outcomes
• Does not wait for reports to fix execution issues happening on the ground

What Excellence Looks Like

• Activations run smoothly with minimal escalation
• Partners view the brand as reliable and premium
• Offline leads are consistently captured, tracked, and converted
• Brand presence is unmistakable and polished across all physical touchpoints
• The associate is trusted as the owner of real-world marketing execution

What Makes You a Perfect Fit

Must-Have

• 35+ years of experience in integrated or offline marketing, partnerships, or field marketing
• Proven experience executing on-ground activations, events, and partnerships
• Strong commercial instincts with the ability to tie offline activities to measurable outcomes
• Exceptional project management and vendor coordination skills
• Comfortable operating in fast-moving, operationally complex environments

Nice-to-Have

• Experience in mobility, transportation, hospitality, automotive, or luxury services
• Exposure to driver or gig-economy ecosystems
• Familiarity with CRM and lead attribution frameworks

Core Competencies & Traits

• Execution-first mindset: Ideas matter only if they ship flawlessly
• Commercially grounded: Understands cost, yield, and scalability
• Relationship-driven: Builds trust with partners and internal teams
• Operationally fluent: Navigates real-world constraints confidently
• Brand guardian: Protects and elevates brand perception at all times

Success Indicators (First 612 Months)

• Consistent lead contribution from offline and partnership channels
• Strong brand visibility in priority physical locations and segments
• High-quality, repeatable partnerships delivering sustained value
• Seamless execution of events and activations with minimal operational friction
• Recognition as the internal owner of all things offline and integrated

Send your resume that showcases your unique spark to us today. If your journey aligns with ours, we'll get in touch soon!