Manager, Segment Marketing & Visitor Experience (BTMICE)

About the role

The Segment Marketing and Visitor Experience Division (SMVE) of Marketing Group supports quality tourism by developing segment insights through research and analysis, then executing segment marketing initiatives that drive arrivals and spend. This role focuses on the BTMICE segment (MICE event organisers and travellers) and works on global MICE marketing activities that position Singapore as a top MICE destination.

Key responsibilities

• Analyse target segment data from multiple sources and run quantitative and qualitative consumer research on MICE event organisers to build actionable insights for the BTMICE strategy.
• Develop and execute global MICE marketing activities across paid and owned channels, coordinating with internal and external stakeholders and agencies.
• Manage the VisitSingapore Business Events LinkedIn page, including content strategy, calendar and performance analysis.
• Develop quarterly MICE EDM campaigns, from concept to delivery and analysis, and keep the MICE email database accurate and compliant with data protection rules.
• Lead video and web case studies of MICE events in Singapore, managing the production partner from pre-production to post-production.
• Partner with MICE line units and regional offices on business development, including collateral and assets for trade shows.

Required profile

• At least 3 years of experience in marketing campaign planning, development and execution.
• Experience managing creative, social and PR agencies, production houses and vendors in a multi-stakeholder setting.
• Content marketing experience across videos, short-form and long-form storytelling.
• Excellent written and verbal communication, attention to detail, and ability to work independently in a cross-functional, cross-cultural environment.
• Good to have: B2B marketing experience, experience applying Generative AI to content, and prior consumer research experience.