Senior Manager, Branding And Campaigns

This is a rare opportunity to shape and launch a large-scale destination brand from concept to reality. As a founding member of the Marketing & Communications team, you will lead the development of the brand strategy, visual identity, and integrated marketing campaigns for a high-profile mixed-use development. You will be responsible for building strong brand awareness, creating meaningful consumer engagement, and positioning the destination as a must-visit lifestyle and community hub for both local and international audiences. You will drive everything from brand development and agency management to large-scale launch campaigns and ongoing destination marketing. Key Responsibilities Brand Strategy & Management Lead the development of the destination's overall brand strategy, positioning, visual identity, and messaging. Manage creative agencies in developing brand assets, including logos, typography, colour palettes, tone of voice, messaging frameworks, and comprehensive brand guidelines. Develop and manage multiple brand pillars, ensuring a consistent yet differentiated brand experience across various offerings. Act as the brand custodian, ensuring all internal stakeholders, tenants, partners, agencies, and vendors adhere to established brand guidelines. Integrated Marketing Campaigns Conceptualise and execute integrated marketing campaigns across pre-launch, launch, and operational phases. Lead end-to-end campaign planning across digital marketing, social media, out-of-home (OOH), experiential activations, partnerships, influencer engagement, and content marketing. Oversee the creative development of all campaign assets, including videos, advertising creatives, photography, and copywriting. Monitor campaign performance and optimise strategies using analytics and consumer insights. Destination & Commercial Marketing Collaborate with leasing, commercial, and events teams to develop consumer campaigns that drive visitation and increase engagement across retail, dining, entertainment, and lifestyle offerings. Partner with external organisers, brands, and strategic partners to maximise campaign reach and destination visibility. Develop initiatives that strengthen customer loyalty and encourage repeat visitation. Agency & Budget Management Lead the selection, briefing, and management of creative, media, digital, and production agencies. Manage marketing budgets, ensuring efficient allocation of resources and strong return on investment. Conduct post-campaign analysis and provide recommendations for continuous improvement. Business Edge Personnel Services Singapore EA License No: 96C4864 EA Personnel Reg No: R26159908 (Tan Ying Ying)