Senior Executive, Digital Marketing Social Media

Job Summary

Resorts World Sentosa (RWS) is seeking a strategic and hands-on Senior Executive to drive creator partnerships that amplify our brand storytelling and social reach across RWS portfolio including attractions, dining, entertainment, hotels, and events. This role sits within the Social Media team and partners closely with Brand, PR/Comms, Partnerships, Attractions Marketing, F&B Marketing to plan and execute creator-led campaigns that deliver measurable business outcomes (reach, engagement, traffic, bookings, and brand lift).

You will be responsible for the end-to-end influencer lifecycle from sourcing, vetting, contracting, creative briefing, content production coordination, approvals, publishing, reporting to optimization, while upholding brand safety, compliance, and best-in-class creator experience. The ideal candidate combines platform fluency (TikTok, Instagram, YouTube, XiaoHongShu), strong project management, and data-driven decision-making with a passion for culture, trends, and travel/leisure.

This role reports to the Assistant Director, Social Media, Resort Marketing. It demands a strong grasp of creator economics, creativity and storytelling, and cross-functional collaboration with internal and external stakeholders.

Key Responsibilities

• Creator Sourcing, Vetting & Contracting: Identify and qualify creators across Singapore and key regional markets. Vet for brand fit, audience quality, fraud signals, historical brand safety, and performance; conduct due diligence (brand risk, past controversies) before engagement. Manage negotiation and contracting (usage rights, exclusivity, whitelisting, reshares, content ownership, paid amplification, disclosure requirements). Maintain and continuously refresh an RWS-approved creator roster; nurture long-term creator relationships.
• Creative Development & Production: Translate campaign goals into clear creator briefs (key messages, do's/don'ts, brand guardrails, visual identity cues, event/experience flows, product USPs, CTAs). Coordinate site access, filming logistics, safety briefings, and production timelines; secure internal approvals (Legal, Brand, Ops/Attractions). Ensure content adheres to platform best practices, accessibility (e.g., captions), and disclosure standards (ad, partnership tags). Work with creators/agencies on post-production tweaks; manage content calendars and asset libraries.
• Publishing, Amplification & Community: Coordinate publishing milestones, paid boosting/whitelisting, UTM tagging, and landing page readiness in partnership with social media and Performance teams. Monitor live content, escalate issues swiftly (misinformation, safety, guest privacy), and support crisis/incident protocols with PR/Comms. Activate community engagement (Q&A, reposts, live sessions) to maximize reach and sentiment.
• Cross-Functional Collaboration: Align creator content with brand campaigns, seasonal calendars (e.g., Halloween Horror Nights, Chinese New Year), and launch roadmaps. Integrate influencer content with CRM/eDM, website, in-venue screens, PR pitching, and paid media for full-funnel impact. Support media/press visits and talent hosting alongside PR and Events teams when needed (evenings/weekends as required).
• Measurement, Optimization & Reporting: Define KPIs by objective (e.g., reach, ER, VTR, saves/shares, link CTR, traffic, bookings, promo code redemptions, brand lift). Analyze content performance by creator, format, hook, and message; recommend optimizations and best practices; build case studies.

Required Qualifications

• Minimum 2-3 years in influencer marketing/social media within consumer brands, tourism/hospitality, lifestyle, entertainment, or agency environment.

Required Skills

• Proven track record managing end-to-end influencer campaigns with measurable outcomes; portfolio/case studies required.
• Prior experience working with creators across TikTok, Instagram, YouTube, and XiaoHongShu; familiarity with Facebook and emerging platforms a plus.
• Excellent project management, stakeholder management, and vendor negotiation skills; comfortable managing multiple timelines and budgets.
• Strong written and verbal communication is a plus for creator relations and content reviews.