Assistant Social Media and Digital Marketing Manager
Who We Are
Sitting in the heart of the Marina Bay with panoramic views of the city skyline, PARKROYAL COLLECTION Marina Bay, Singapore is the country's first Garden-in-a-Hotel. Driven by a passion for life, PARKROYAL COLLECTION’s iconic lifestyle luxury properties enrich a sense of well-being with its iconic biophilic design, eco-wellness and sustainability offerings, delivering inspiring experiences.
Operated by the Pan Pacific Hotels Group, PARKROYAL COLLECTION Hotels & Resorts has an expanding footprint of sustainable hotels, with a current network comprising PARKROYAL COLLECTION Kuala Lumpur, Malaysia; PARKROYAL COLLECTION Marina Bay, Singapore; and PARKROYAL COLLECTION Pickering, Singapore.
It is an exciting time to join the team as we continue to elevate, refresh and redefine how we position and market PARKROYAL COLLECTION Marina Bay, Singapore both internationally and locally. If you’re passionate about how hospitality makes an impact on our valued guests, fellow team members, the community and our planet, you may be who we’re looking for.
About the Role and Key Responsibilities
Reporting to the Director of Marketing Communications and working hand-in-hand with the Marketing Communications team, you will be responsible for managing the hotel’s owned social media channels, creating and ideating social-first, relevant and on-brand content on an always-on and tactical basis to drive engagement and reach.This includes developing social media content calendars and creating high-quality social assets, working with influencers/guests to create and amplify user-generated content reflecting our brand’s values.
We are looking for a natural content creator and brand storyteller, with a flair for copywriting across social media channels for an inspiring, consistent brand identity, to continuously elevate the hotel and its offerings.
Below is a list of key responsibilities to be delivered in luxurious, creative ways to excellent standards.
Social Media- Content Strategy: Plan and execute the hotel’s social media strategy aligned with the hotel’s commercial priorities, marketing objectives and brand identity. Always prepared to deliver reactive content on top of planned content.
- Social Media Content Creator and Storyteller:
- Proactively create and capture high-quality, social-ready images/videos and develop reels to post real-time, authentic hotel-wide content across products/food, spaces, associates and experiences.
- Collaborate with photographers, influencers, media to facilitate the creation of high-quality, compelling visual social media content on owned and third-party social channels.
- Proactively identify User Generated Content (UGC) to post on owned channels, with permission.
- Lead social lifestyle photoshoots with external content creation agencies where required.
- Social Media Channel Management:
- Proactively manage and publish content across hotel and F&B outlet’s existing B2C/B2C channels (Instagram, Facebook, LinkedIn, RedBook) to exceed marketing goals, including reposting relevant content.
- Manage agencies on other social media channels like RedBook for hotel and outlets.
- To launch and manage new outlet’s social channels.
- Community Management & Reviews: Actively track and manage public comments/feedback and private direct messages across owned social media channels. Monitor, engage and respond to guest interactions and messages in a timely and brand-appropriate manner.
- Social Media and Digital Ad Management: Work with Corporate Marketing teams to strategise, manage and optimise social media ad campaigns to exceed marketing objectives and support commercial priorities.
- Impact and Measurement: Proactively monitor and analyse social media KPIs on a weekly/monthly/quarterly basis. Analyse metrics and generate monthly performance reports, offering insights and recommendations to optimise. Candidate must be proactive in taking learnings and tweak strategy/posts according to social media performance.
- Digital Marketing –
- Safeguard brand’s reputation and ensure accuracy of information (information, images, copy etc) on Google/TripAdvisor/Meituan-Dianping etc business listings in a timely manner.
- Proactively monitor guest reviews on Google/TripAdvisor/Meituan-Dianping etc for improvement.
- Work closely with Corporate Marketing team to drive bookings to our website via paid and organic search and display/remarketing marketing campaigns (PPC, SEM, SEO, social etc).
- eCommerce – Drive hotel’s eShop revenue on our website and on third-party sites (like Oddle) through creating, uploading, refreshing content and creating relevant offerings for in-house and non in-house guests.
- Shared Team Responsibilities and Special Projects – While i/c of one of the hotel’s F&B outlet (e.g. Portman’s Bar), to also support rest-of-hotel requests and communication materials/collaterals for all guest-facing touchpoints. To embark on special campaigns and projects that is assigned beyond scope.
- Sustainability – Regularly conduct Sustainable Hotel Building Tours. Participate in the hotel’s sustainability programmes and promote the hotel’s sustainability philosophy to existing and potential guests.
- Other Responsibilities – Support media/influencer tastings/stays/drops, processing of invoices, facilitating filming requests, other tasks assigned by the Marketing Communications Director.
Stakeholders:
- Internal Marketing Communications Director and team members
- Internal Hotel Teams including F&B and its outlets from Culinary, Commercial, Catering Sales, Front Office, Housekeeping, Spa, Management Team
- Internal Corporate Marketing teams – Digital, Social, Brand, Communications
- External social media agencies
- External content creators, influencers, media, community
- Minimally 4-6 years of working experience in social media, digital, integrated marketing and communications in travel, hospitality, F&B, lifestyle sectors. Added advantage with experience in hospitality and luxury lifestyle sectors.
- Natural content creator, brand storyteller and copywriter for social media content, with experience with hands-on content capture.
- Proficient in Canva, Capcut, Adobe, Sprinklr and other creative tools.
- Minimum Diploma in Marketing, Business Communications or related fields from a recognised tertiary institution.
- Added advantage as a proficient Mandarin writer and speaker.
- Curious and creative, proactive, strong verbal and written communication skills, collaborative team player, responsible, problem solver, possesses a good attitude.
- Keeps up-to-date with industry trends, platform updates, technologies, best practices, competitor activity.