Assistant Director/Director, Digital Marketing

Job Summary:

Resorts World Sentosa is seeking a strategic and results-driven Digital Marketing Director to lead our digital marketing efforts with a strong focus on performance marketing and direct sales conversion. This role is responsible for developing and executing data-driven regional and local campaigns that drive customer acquisition, conversion, and ROI across all direct and digital paid, owned and earned channels. The ideal candidate is both analytical and creative, with deep expertise in media, conversion rate optimization, and marketing analytics.

Key Responsibilities:

Strategic Thinking & Planning

• Ability to develop and execute long-term digital marketing strategies across paid, owned and earned channels aligned with business goals.
• Strong understanding of customer acquisition funnels and lifecycle marketing.

Performance Marketing Expertise

• Develop and deliver a full funnel marketing approach across social media, digital, e-commerce, social commerce, affiliate programs that drives conversion.
• Deep knowledge of paid media channels (Google Ads, Meta Ads, LinkedIn, TikTok, etc.).
• Experience with bidding strategies, audience segmentation, and campaign optimization.

Direct Marketing and Sales conversion

• Experience in developing and executing direct sales model across multiple channels (ie web, app, social commerce, affiliate programs, app, mini program, kiosk etc)

Conversion Rate Optimization (CRO)

• Skilled in content optimization, A/B testing, multivariate testing, and user behavior analysis.

Analytical & Data-Driven Decision Making

• Expertise in structuring and interpreting sales, marketing and web analytics data to make informed decisions.
• Proficiency in marketing analytics, attribution models, and ROI analysis.

Leadership & Team Management

• Proven ability to lead cross-functional teams and manage external agencies.
• Strong mentoring and coaching skills to develop high-performing teams.

Technical Acumen

• Understanding in the development and implementation of marketing and web analytics (Adobe Analytics and Google Analytics)
• Familiarity with digital and web technologies (HTML/CSS basics, tag management, ad serving tracking pixels).

Budgeting & Forecasting

• Experience in managing large-scale digital budgets and forecasting performance outcomes.
• Ability to allocate spend efficiently across channels based on performance.

Communication & Collaboration

• Excellent verbal and written communication skills.
• Ability to collaborate with product, sales, creative, and data teams effectively.

Customer-Centric Mindset

• Focused on understanding customer needs and behaviors to drive engagement and conversion.
• Experience with personalization and dynamic content strategies.

Agility & Adaptability

• Comfortable working in fast-paced environments with shifting priorities.
• Ability to pivot strategies based on market trends and performance insights.

Requirements:

• Bachelor's or Master's degree in Marketing, Business, or related field.
• 10+ years of experience in digital marketing across regions, with at least 5 years in a leadership role focused on performance marketing. Experience in travel and/or tourism industry.
• Proven track record of driving measurable growth through paid media and conversion optimization.
• Strong analytical skills and proficiency in tools like Google Analytics, Meta Ads Manager, Google Ads, and marketing automation platforms.
• Experience with attribution modeling, customer segmentation, and lifecycle marketing.
• Excellent leadership, communication, and project management skills

Technical Skill Sets:

• Analytics & Reporting: Google Analytics, Adobe Analytics, Tableau, Power BI
• Ad Platforms: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads, Xiao Hong Shu, WeChat, Google Campaign Manager
• Tag Management & Tracking: Google Tag Manager
• SEO & SEM tools
• Project Management tools