Director, Brand & Integrated Marketing Communications - Toa Payoh

Job Summary:

Reporting to the Head, Corporate Communication, you will drive Branding and IMC strategy and execution for Centurion Corporation and its Living Accommodation brands and business globally, enabling the Group to achieve stated corporate and investment objectives, and operating business performance.

Based in Centurion Corporation’s Singapore headquarters, you will work closely with country and property teams across Singapore, Malaysia, Australia, the UK and China, as well as supporting entry to new markets, to build brand preference, sales and marketing funnels, customer experience and retention.

Your role encompasses global brand management, through-the-line advertising, digital asset development and digital marketing, public relations, sales promotions, and content marketing. Success requires deep expertise and broad experience in both B2B and B2C communication, across media and touchpoints.

This role also demands strong team leadership, talent development and internal stakeholder management skills; candidates with proven process and people management capabilities will stand out.

Job Responsibilities:

• Leading a team of Brand & marketing Communications specialists in Singapore HQ and supporting/supported by functional co-workers at Country and Property business units, you will:

• Define and develop the Group’s brand architecture and portfolio of brands, to support and enable strategic portfolio expansion and business growth
• Develop and implement brand management platforms and processes to enable delivery of consistent, resonant brand experience for the Group’s brands
• Ensure consistent high-quality implementation of brand visualization at all properties, across wayfinding, interior design, livery and communication material
• Lead and support multi-market, inter-disciplinary country and property teams in executing brand applications and activities, leveraging all brand touchpoints

• Develop and implement digital solutions, including websites, mobile apps, data management infrastructure, to deliver sales & marketing, resident experience & operational efficiency goals
• Plan and manage the execution of digital marketing and social media campaigns, to deliver measurable lead generation and customer engagement targets
• Generate timely reports on digital performance, data-mine and extract insights to guide optimization
• Coordinate with external and internal stakeholders to ensure alignment and collaboration across teams, meet communication objectives, and achieve targeted results within set timelines and budget

• Plan and manage integrated marketing communications campaigns to promote the company’s accommodation offers, aligned to identified customer personae, journeys and decision triggers
• Coordinate with Sales & Operations co-workers to integrate marketing efforts to sales activity, implementing re-marketing programmes along the sales funnel to optimize sales conversion
• Ideate and produce content for sales & marketing activities online and on-ground, supporting internal and external sales agents
• Monitor and report campaign performance to optimize lead quality, conversion funnel and ROAS

Requirements:

• Degree in Marketing with minimum 6 years’ experience in brand and marketing communications in progressive, fast paced organisations, preferably multinational corporations in property and accommodation industries
• In-depth knowledge and understanding of global or regional brand development and management
• Excellent product marketing planning, development, and execution skills with a proven ability to deliver multi-market, multi-channel marketing and communication campaigns.
• Understanding of digital marketing processes, technologies, and tactics; abreast with the current digital trends and online marketing channels
• In-trend with key social media platforms, including but not limited to FB, IG, TikTok and RedNote, and social content management and optimization
• Experience in managing digital development projects, data management and analytics
• Proven ability to work effectively with stakeholders at the most senior levels and manage complex projects across multiple services and geographies
• Strong interpersonal and time management skills with the ability to work on multiple projects and meet tight deadlines
• Strong writing and communication skills
• Prior experience from 4As agency will be an advantage.
• Proactive, flexible approach and ability to meet tight deadlines and be prepared to travel as required.