[What the role is]
Sentosa is Singapore's island resort getaway and one of the nation's best-loved leisure destinations, a place woven into the country's shared memories for more than five decades. It is also on the cusp of the greatest transformation in its history: the Greater Sentosa Master Plan will progressively reimagine the island over the next two decades, strengthening its identity as Singapore's Island Playground and Sanctuary in a Global City.
As Senior Manager, Brand, you lead how Sentosa shows up in the world and turn brand strategy into experiences guests can feel. You hold the brand standard across everything the team creates, you bring marquee partners into the Sentosa world in ways that raise the island's appeal, and you help transform on-island spaces into experiences worth returning for.
You lead a small, high-craft brand team and develop a Deputy Manager alongside you. The role asks for someone equally comfortable holding a room of senior partners and holding the line on a brand principle. You are a brand builder who works in the details and stands behind the decisions.
[What you will be working on]
The Senior Manager, Brand, leads the stewardship and elevation of the Sentosa brand across the island experience. Together with a Deputy Manager, this role forms the brand team that acts as guardian of the brand – holding a consistent, best-in-class brand standard across everything the Marketing & Guest Experience (MGX) division creates, on and off the island.
The role carries three connected mandates: overall brand governance, brand partnerships that build brand visibility and desirability, and the transformation of on-island spaces into distinctive, return-worthy experiences. As Sentosa progresses the Greater Sentosa Master Plan, the brand must stay true to the soul and identity of the island while shaping the next generation of world-class experiences, deepening its appeal to Singaporeans and visitors alike. Reporting to the Head of Brand & Product Marketing, the role operates within a shared brand-governance framework alongside the international and commercial partnerships lead, ensuring one coherent brand across the full portfolio. The measure of success is a Sentosa brand that locals feel ownership of, and partners want to be part of.
Brand Governance & Stewardship
- Act as guardian of the Sentosa brand, upholding a consistent and best-in-class brand standard across all on- and off-island marketing, partnerships, and guest touchpoints.
- Own the brand framework – positioning, promise, voice, and visual identity, translating it into clear, usable guidance that raises the quality of work across the division.
- Operate within a shared brand-governance framework with the international and commercial partnerships lead, maintaining one coherent brand across the full partnership portfolio.
- Bring brand judgement to strategic decisions, holding the line on brand principles even under commercial or operational pressure.
Brand Partnerships for Brand Visibility
- Originate and lead the on-island and experiential brand partnership portfolio, namely marquee, consumer-facing partners that elevate the brand and drive desirability, footfall, and cultural relevance.
- Assess and shape partnerships against the divisional selection criteria (Reach and Brand Alignment as essentials, plus at least two of Brand Love, Clout, and Legacy), ensuring every partnership is true to the brand and elevates it.
- Represent Sentosa with marquee partners and senior stakeholders, holding high-value relationships independently and with presence.
- Turn signature partnerships into repeatable playbooks and case studies that strengthen future partnership pitches.
On-Island Space Transformation
- Lead the reimagining of on-island spaces into distinctive, brand-led experiences that give Singaporeans and visitors compelling reasons to return, across different times of the day and seasons of life.
- Partner across divisions to translate brand thinking into physical placemaking, activations, and guest experiences that express the brand promise.
- Drive the improvement and automation of the on-island review and booking experience, streamlining how guests discover and access island experiences.
Team Leadership & Delivery
- Lead and develop a Deputy Manager, building brand craft, campaign-planning capability, and delivery discipline within the brand team.
- Manage brand campaigns end-to-end – from strategic brief through execution to post-campaign evaluation – with clear objectives, KPIs, and timelines.
- Manage brand and partnership budgets with financial rigour, optimising spend to maximise brand impact and return.
[What we are looking for]
- At least 10 years of brand and marketing experience, with a proven record of building and stewarding a brand and leading a team in a supervisory capacity.
- Demonstrated success originating and closing high-value brand partnerships, ideally with global or lifestyle brands.
- Strong brand judgement and instinct for cultural relevance, with a feel for why a partnership or idea is right for the brand beyond the numbers.
- The presence to hold a senior room independently, driving conversations and stakeholder relationships without needing to be prompted.
- Experience developing talent and holding a high standard while bringing the best out of a team.
- Excellent communication and collaboration skills, and comfort operating in a matrixed environment with shared governance across teams.
- Experience in destination, hospitality, lifestyle, attractions, integrated-resort marketing or FMCG.
- Familiarity with placemaking, experiential activations, or physical brand expression.
- An existing network within Singapore's tourism, lifestyle, or creative-agency ecosystem.
