Senior Manager, Brand Marketing

Overview

Sentosa, Singapore's renowned island resort and a beloved leisure destination for over 50 years, is undergoing a significant transformation through the Greater Sentosa Master Plan aiming to reimagine the island over the next two decades as Singapore's "Island Playground and Sanctuary in a Global City."

The Senior Manager, Brand Marketing, plays a crucial role in shaping how the Sentosa brand is presented globally and converts brand strategy into tangible guest experiences. This role involves maintaining brand standards, managing high-profile partnerships that enhance the island's appeal, and leading the transformation of on-island spaces into inviting experiences that encourage return visits.

Leading a small, highly skilled brand team and mentoring a Deputy Manager, the role requires someone adept at commanding senior stakeholders and upholding brand principles firmly. The position involves detailed brand building and stands firmly by strategic decisions.

Key Responsibilities

• Act as the guardian and steward of the Sentosa brand, ensuring all marketing materials, partnerships, and guest interactions meet superior brand standards both on and off the island.
• Develop, own, and communicate the brand framework, including positioning, promise, voice, and visual identity, producing clear guidance to uplift overall work quality across the division.
• Collaborate within a shared brand governance structure to maintain a cohesive brand image across all partnerships.
• Exercise decisive brand judgement in strategic decisions, upholding brand principles under commercial or operational pressures.
• Initiate and lead premium on-island experiential brand partnerships with marquee consumer-facing partners aimed at increasing brand visibility, footfall, and cultural relevance.
• Evaluate potential partnerships using divisional criteria emphasizing reach, brand alignment, brand love, clout, and legacy, ensuring alignment and elevation of Sentosa's brand.
• Manage prominent relationships with key partners and stakeholders independently, representing Sentosa with professional presence.
• Develop repeatable playbooks and case studies from successful partnerships to support future collaboration efforts.
• Lead the conceptualization and execution of transforming physical on-island spaces into engaging, brand-led experiences catering to various times of day and visitor demographics.
• Work cross-functionally to translate brand strategies into concrete placemaking, activations, and guest experiences embodying the brand promise.
• Enhance and automate on-island experience discovery and booking processes to streamline guest access and experience.
• Mentor and develop a Deputy Manager, fostering skills in brand craftsmanship, campaign planning, and effective delivery within the team.
• Oversee brand campaigns from inception through execution and analysis, ensuring clear objectives, KPIs, and timelines are met.
• Manage brand and partnership budgets with accountability, optimizing expenditures to maximize impact and return on investment.

Qualifications & Experience

• Minimum of 10 years’ experience in brand and marketing roles with proven success in brand stewardship and team leadership.
• Proven track record in originating and closing significant brand partnerships, preferably with global or lifestyle brands.
• Strong brand instinct and cultural relevance awareness to evaluate partnerships beyond numerical metrics.
• Confident and poised presence for leading senior-level discussions and stakeholder management independently.
• Experienced in talent development, maintaining high standards, and fostering team excellence.
• Excellent communication and collaboration capabilities, adept at working within matrix organizations with shared brand governance.
• Background in destination marketing, hospitality, lifestyle brands, attractions, integrated resorts, or FMCG sectors.
• Knowledge of placemaking, experiential activations, and physical brand expression methods.
• Existing networks within Singapore’s tourism, lifestyle, and creative agency industries.