Lead, Branding, Campaigns & Outreach

About the Role

The Lead, Branding, Campaigns and Outreach will shape how SPH Media builds brand affinity, strengthens its reputation and engages audiences at scale. This newly created role brings together corporate brand strategy, high-impact campaigns and mass outreach to create a more distinctive and connected SPH Media brand experience across its portfolio of 40 brands.

The Team Lead is also a strategist who spearheads our mass outreach efforts – curating our brands presence at large scale events, how we show up at such events with a branded presence, and dovetailing these efforts with our corporate branding campaigns for a multiplier impact.

The Team Lead will also spearhead our mass outreach efforts – curating our brands presence at large scale events, how we show up at such events with a branded presence, and dovetailing these efforts with our corporate branding campaigns for a multiplier impact.

The ideal candidate will further lead brand custodianship for SPH, and oversee brand assets such as our corporate kit and collaterals.

The Team Lead will work in close partnership with the External and Digital Communications teams, who own the corporate digital channels such as the corporate website and SPH's social media platforms. While the External and Digital Communications team creates the content, all the teams could work together to amplify the brand storytelling for our audiences across these owned channels.

Roles & Responsibilities:

Strategic Brand and Outreach Leadership

• Set and own the strategic direction for SPH Media's corporate brand campaigns and mass outreach initiatives, aligned to organisational priorities and audience objectives.
• Lead the annual brand and outreach roadmap, integrating major events, audience-specific opportunities and longer-term brand affinity and reputation-building campaigns.
• Drive high-impact mass outreach initiatives that strengthen SPH Media's brand equity, reach and relevance, while delivering measurable growth for theFriends of SPH community.
• Identify and develop strategic partnerships and collaborations that extend audience reach and create value for SPH Media and its audiences.
• Shape investment, agency and channel strategies to maximise the effectiveness and impact of brand and outreach initiatives.
• Advise senior leadership on brand positioning, audience opportunities, reputation considerations and emerging risks.

Audience & Market Intelligence

• Develop deep audience and market understanding across needs, behaviours, perceptions and emerging trends to inform brand and campaign strategy.
• Translate brand, audience, competitor and industry insights into strategic opportunities that strengthen relevance, differentiation and brand affinity.
• Define and drive measurable brand outcomes, using data and insights to inform strategic priorities, marketing decisions and investment.

Brand Proposition and Governance

• Custodian of the SPH brand, overseeing reviews of the use of the SPH brand in collaterals etc.
• Sets guard rails and work in partnership with business units for any development of new brand marks.

Required Qualifications:

• Bachelor's degree or above in Corporate Marketing, Branding, Communications, Business, or a related discipline.
• Experience in outreach and engagement strongly preferred.
• At least 12 years of relevant experience in brand or corporate marketing, communications, or a related field, with demonstrated experience operating at a strategic level.
• Proven experience developing and implementing brand and marketing strategies for established brands, preferably within media, technology, consumer, platform, or other fast-paced and consumer-facing industries.
• Demonstrated experience in translating business and organisational objectives into clear brand, audience, and marketing strategies, and campaigns with measurable brand uplift outcomes.

Required Competencies:

• Strong strategic thinking with the ability to translate organisational objectives, market trends, and audience insights into clear brand and marketing strategies.
• Strong expertise in brand building, positioning, audience development, and integrated through-the-line marketing.
• Strategic and analytically minded, with the ability to use data and insights to drive priorities, investment decisions, and marketing effectiveness.
• Strong creative judgement with the ability to shape compelling brand narratives and challenge creative thinking constructively.
• Demonstrated leadership capability, with the ability to set direction, develop talent, delegate effectively, and build a high-performing team.
• Exceptional stakeholder management and influencing skills, with the ability to align and influence senior stakeholders across a matrixed organisation.
• Strong agency and partnership management skills, with sound judgement in managing external resources, budgets, and strategic relationships.
• Strong communication, presentation, negotiation, and executive presence, with proficiency in English; a second language is an advantage.
• Highly organised, adaptable, tenacious, and able to manage competing priorities and ambiguity in a fast-paced environment.
• A proactive, self-driven leader with strong ownership, sound judgement, and a growth mindset.