[What the role is]

Digital marketing is evolving rapidly as consumers become more sophisticated (and less linear) in how they discover, engage with and convert, within a fragmented and crowded digital media landscape. Coupled with heightened expectations of data privacy and brand safety, rapidly evolving marketing technology and the adoption of AI in travel research, planning and booking, STB is shifting towards a more integrated marketing approach across paid and owned media channels.

As part of STB’s Digital and Media team, you will play an instrumental role in driving STB's global paid media strategy to ensure that STB is able to reach the right target segments through the right channels effectively and efficiently. You will also support other Marketing Group units in developing activation strategies with our appointed agencies for key marketing campaigns. This has to be closely integrated with STB’s owned media channels, incorporating the use of audience data and insights, a robust experimentation approach and a holistic measurement framework, so that STB can confidently be at the forefront of destination marketing and remain agile in the face of disruptions.

Key Stakeholders:

a) Internal: Marketing Activation - Social team, other STB Marketing Group line units and Regional Offices

b) External: STB’s appointed agency partners (Creative and PR), global/ regional media owners and partners

[What you will be working on]

Media Strategy Development

• Develop paid media strategy aligned to STB’s business and marketing objectives across 15-20 international markets on an always-on basis. This should be supported by an analysis of market performance data and consumer media consumption behaviour.

• The media approach should include an integrated search strategy that synergizes paid search with owned channel performance (i.e. search engine optimisation and AI search visibility/ generative engine optimisation).

• Plan media budget allocations across markets and channels that will deliver the strongest marketing impact for STB.

Always-On Media Management & Optimization

• Work closely with STB’s media agency to manage and optimize paid media performance across social, programmatic, search, video, publishers and other emerging channels, taking into account platform capabilities, audiences and creatives.

• Closely monitor media performance to refine targeting, channel selection and budgets throughout the year.

• Work closely with other Marketing Group units in developing activation strategies with our appointed agencies for key marketing campaigns, ensuring synergies with STB’s always-on media plans.

Experimentation

• Develop a structured experimentation roadmap/ test-and-learn agenda that balances two key objectives:

  • Test new parameters where learnings can be scaled from a one-off experiment to always-on; and

  • Make bold choices in uncovering new ways to reach out to our target audiences through innovative channels and formats.

Measurement

• Connect paid media efforts and integrated search back to key business outcomes, beyond isolated marketing metrics.

• Put in place tracking and measurement infrastructure to support translation of data into learnings and actionable decisions.

Data Strategy

• Shape STB’s marketing data strategy, including enhancements to our existing martech ecosystem and establishing a framework that allows us to harness data (across paid media, owned media, third party data partners) and the application of GenAI to derive deeper audience insights and drive data-driven marketing practices.

• Review and enhance existing Conversion-API (CAPI) infrastructure to help future-proof STB against shifts in data privacy and other regulations, while expanding on the use cases of CAPI audience data.

[What we are looking for]

• At least 5 years of experience in paid media management, with hands-on experience in setting up, managing and optimizing digital media campaigns for brands – particularly on paid digital and social platforms. Experience should not be limited to a single platform (e.g. social/ programmatic/ search only).

• Familiarity with Search Engine Optimization and demonstrated knowledge on developments in AI Search/ Generative Engine Optimization. Experience with working across both paid and owned media will be advantageous.

• Track record of managing media across multiple markets globally.

• Demonstrated ability to identify, assess, and run test-and-learn agendas with clear test objectives.

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

• Experience in developing or executing a data strategy (i.e. capturing audience data for insights generation and media activation) and familiarity with data infrastructure such as Conversion-API will be a plus.

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

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

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.