[What you will be working on]
Social Strategy Development & Oversight
You will develop, review, and own the overarching social strategy that guides the department’s work. This means producing the strategic frameworks and playbooks that team members plug into as they develop strategies for their respective workstreams — ensuring that individual efforts are aligned, coherent, and laddering up to a unified social vision. You will regularly review and evolve the strategy in response to performance data, platform shifts, and broader marketing objectives, serving as the strategic backbone and thought partner for the team.
Performance Measurement & Reporting
You will own the performance for the Visit Singapore (VS) social channels. Working with the in-house social media manager, you will ensure monthly performance reports on VS channels are produced consistently and on time, and that the data is translated into clear insights and recommendations. Beyond the monthly cadence, you will lead quarterly and annual reviews — analysing performance trends, identifying what is working and what needs to change, and presenting findings to relevant stakeholders.
Channel Mix & Platform Planning
A core part of your remit is ensuring STB is investing in the right platforms at the right time. You will conduct yearly reviews of the social channel mix, assessing each platform’s performance, audience fit, and strategic relevance — tracking cultural, platform, and algorithm shifts and translating them into a formal set of recommendations that shape how the department allocates its resources going forward.
Emerging Platforms, Experimentation & Prospecting
You will proactively scan for emerging channels, closed communities, and new social spaces that present strategic opportunities for STB. Critically, you will not just identify these opportunities — you will lead and run the pilots, developing go-to-market approaches, executing the test, and producing a clear assessment of viability and scalability. Where a pilot proves successful, you may continue to own and manage that channel as part of your portfolio. This requires a structured yet experimental mindset — knowing how to design a meaningful test, read the results honestly, and make a clear recommendation. You will also take the lead on horizon-scanning for the social department, synthesising signals from across the industry into actionable foresight that informs both near-term strategy and longer-term planning.
You will be involved in developing key campaigns, driving the delivery of social strategy from planning through to execution. This means working across functions to ensure that the strategic intent of a campaign is preserved through to delivery and being hands-on where needed to make it happen.
Working closely with the Digital and Media team, you will oversee STB’s paid social strategy, ensuring that paid efforts are meaningfully integrated with organic activity and aligned to campaign objectives.