Senior Manager, Branding and Campaigns

This is a rare opportunity to shape and launch a large-scale destination brand from concept to reality.

As a founding member of the Marketing & Communications team, you will lead the development of the brand strategy, visual identity, and integrated marketing campaigns for a high-profile mixed-use development. You will be responsible for building strong brand awareness, creating meaningful consumer engagement, and positioning the destination as a must-visit lifestyle and community hub for both local and international audiences.

You will drive everything from brand development and agency management to large-scale launch campaigns and ongoing destination marketing.

Key Responsibilities

Brand Strategy & Management

• Lead the development of the destination's overall brand strategy, positioning, visual identity, and messaging.

• Manage creative agencies in developing brand assets, including logos, typography, colour palettes, tone of voice, messaging frameworks, and comprehensive brand guidelines.

• Develop and manage multiple brand pillars, ensuring a consistent yet differentiated brand experience across various offerings.

• Act as the brand custodian, ensuring all internal stakeholders, tenants, partners, agencies, and vendors adhere to established brand guidelines.

Integrated Marketing Campaigns

• Conceptualise and execute integrated marketing campaigns across pre-launch, launch, and operational phases.

• Lead end-to-end campaign planning across digital marketing, social media, out-of-home (OOH), experiential activations, partnerships, influencer engagement, and content marketing.

• Oversee the creative development of all campaign assets, including videos, advertising creatives, photography, and copywriting.

• Monitor campaign performance and optimise strategies using analytics and consumer insights.

Destination & Commercial Marketing

• Collaborate with leasing, commercial, and events teams to develop consumer campaigns that drive visitation and increase engagement across retail, dining, entertainment, and lifestyle offerings.

• Partner with external organisers, brands, and strategic partners to maximise campaign reach and destination visibility.

• Develop initiatives that strengthen customer loyalty and encourage repeat visitation.

Agency & Budget Management

• Lead the selection, briefing, and management of creative, media, digital, and production agencies.

• Manage marketing budgets, ensuring efficient allocation of resources and strong return on investment.

• Conduct post-campaign analysis and provide recommendations for continuous improvement.

Business Edge Personnel Services Singapore

EA License No: 96C4864

EA Personnel Reg No: R26159908 (Tan Ying Ying)