The Senior Manager, Programme Management is responsible for driving the endtoend programme portfolio within RWS Attractions (Universal Studios Singapore, Singapore Oceanarium and Adventure Cove Waterpark) to support commercial goals, attractions experience and brand vision. The role requires close collaboration with internal and external stakeholders to develop compelling offerings, ensuring successful gotomarket execution, and optimising programme performance through datadriven insights.
Responsibilities:
Programme Creation:
- Lead the creation and enhancement of programmes across the 3 attractions to drive revenue, visitation, and guest engagement.
- Develop programme proformas and pricing models to validate commercial viability.
- Collaborate with crossfunctional teams to ensure programmes are operationally viable and meet guest expectations.
Programme Launch & Marketing:
- Lead launch plans with Marketing, Sales, Operations, and IT to ensure timely and effective rollouts.
- Support the development of marketing materials, product narratives, and gotomarket strategies to promote programme awareness.
- Deliver product knowledge training and updates to sales teams and frontline staff to support conversion and accurate positioning.
Programme Sales Analysis & Execution:
- Monitor programme sales performance, attendance, and revenue against targets, analyse trends and identify opportunities to drive programme sales for the 3 attractions.
- Gather consumer insights and feedback to enhance programme quality and guest experience.
- Work closely with internal teams to address customer enquiries, resolve operational challenges, and ensure consistent service delivery.
- Prepare regular performance dashboards and management reports with recommendations for improvement.
- Ensure that revenue and attendance targets of the business unit are consistently met or exceeded.
Business Development:
- Utilize data-driven insights to refine and analyze performance to identify trends, insights, and areas for improvement to enhance products and programmes offerings.
- Work with internal teams to co-develop marketing materials and campaigns to amplify awareness about our programmes and experiences.
- Coordinate promotional events and initiatives to drive bookings.
Leadership:
- Lead and develop the Programme Management team to deliver programmes successfully and achieve commercial and operational KPIs.
- Provide guidance and support to team members to ensure effective crossdepartment collaboration and smooth programme implementation.
Requirements:
- Bachelor's degree in Hospitality, Marketing, Business Administration, Education or a related field.
- Minimum of 8 years of experience in commercial, business development, sales and marketing, or a related field.
- Strong leadership and management skills, with a proven track record of effectively leading teams and driving results.
- Strong business acumen skills with the ability to convert interests and drive visitorship for our programmes and experiences.
- Demonstrated success in managing product and programme development and promotional strategies, preferably in the Attractions, Tourism or Education industries.
- Candidates with strong network in the Attractions, Tourism or Education industries, or experience in leading and managing the development and execution of programmes and experiences are preferred.
- Strong understanding of account/customer relationship management with good communication and interpersonal skills.
- Proactive mindset and initiative in driving projects and strategies forward.
- Proven capability to work collaboratively across departments and with external partners.
- Proficient in using Microsoft Office Suite.
