[What the role is]

Social media today is no longer a supporting channel — it is where culture is made, influence is built, and travel decisions are shaped. For STB, this shift represents a significant opportunity to lead in destination marketing through sharp, insight-driven social strategy that is both creative and commercially grounded.

As the Social Strategist, you will be the resident expert on social strategy within STB's social department — developing the frameworks, playbooks, and strategic direction that the wider team builds upon. This is a role for someone who thinks deeply about where social is heading, translates that thinking into clear and actionable strategy, and is equally comfortable getting hands-on to deliver. You will work across the department and with key external partners to ensure STB's social presence is coherent, forward-looking, and effective.

[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.

Campaign Delivery

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.

Paid Social Oversight

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.

[What we are looking for]

• Minimum 5 years of experience in social media strategy, with a track record of developing and owning social strategies for brand(s)

• Strong command of the social media landscape across platforms, formats, audience behaviours, and content trends

• Experience conducting channel mix reviews and making evidence-based recommendations on platform investment

• Demonstrated ability to identify, assess, and run pilots on emerging platforms and social spaces — with examples of seeing a pilot through from concept to recommendation

• Experience with paid social strategy and an understanding of how paid and organic efforts intersect

• A genuine curiosity about where social is heading, with experience in futures thinking, trend analysis, or horizon-scanning

• Strong analytical skills with the ability to translate data and insights into clear strategic recommendations, and a disciplined approach to performance measurement and reporting

• Proven ability to manage multiple workstreams simultaneously, balancing strategic thinking with hands-on delivery

• Excellent collaborator who can work across teams and functions, and communicate strategic thinking clearly and persuasively

• Excellent command of English, both written and verbal, with strong presentation skills

• Strong adaptability to thrive in a fast-evolving social landscape

• Strong sense of initiative and ability to work in a fast-paced environment

Application Status: Shortlisted candidates will be contacted within 2 weeks from the closing date of this job posting. We regret to inform that only shortlisted candidates will be notified.