Mgr / Snr Mgr, M&AD (Culture Pass) – 12… at University of… · SG

[What the role is] NAC's Marketing & Audience Development department advocates and amplifies the value and importance of the arts through various communications efforts. You will work closely with the whole of the Council and its parent Ministry to provide strategic counsel and support in implementing marketing communications initiatives, with a strong focus on data analytics and audience insights to drive evidence-based decision-making, highlighting the Council's role as champion of the arts. You will collaborate with internal departments and external stakeholders to implement and manage marketing communications initiatives aligned with NAC's mission, vision and strategic objectives.

[What you will be working on]

SG Culture Pass Marketing & Audience Growth

• Support the development and implementation of data-driven marketing initiatives and campaigns for SG Culture Pass and related products
• Execute integrated marketing communications strategies informed by audience insights and analytics
• Manage audience acquisition, retention and engagement campaigns using data to target diverse demographic segments effectively

Brand Management & Communications

• Support brand management and creative messaging informed by audience data and perception insights
• Assist in ensuring consistent brand positioning for SG Culture Pass across all touchpoints
• Maintain brand guidelines and communication frameworks
• Support creative development and approval processes

Customer Relationship Management & Engagement

• Support the implementation and management of engagement programmes using data to drive personalisation and engagement
• Conduct customer journey mapping and touchpoint optimisation based on behavioural data
• Execute audience segmentation strategies and targeted communication plans informed by data analysis
• Monitor engagement metrics and recommend improvements based on findings

Data Analytics & Performance Optimisation

• Lead the analysis of audience data and insights to identify trends, preferences and growth opportunities
• Build and maintain performance dashboards to monitor campaign effectiveness and audience metrics
• Translate data-driven insights into actionable recommendations to optimise marketing strategies
• Ensure continuous tracking of KPIs and business objectives through robust measurement frameworks
• Conduct A/B testing and campaign experiments to improve performance

Partnership Development & Stakeholder Management

• Support the identification of strategic partnership opportunities informed by audience and market data
• Assist in maintaining relationships with internal stakeholders and external partners
• Coordinate cross-functional initiatives and collaborative projects
• Share data insights with stakeholders to support informed decision-making

Budget Management & Resource Optimisation

• Support marketing budget allocation and expenditure tracking, using data to prioritise spend across campaigns
• Assist in optimising resource utilisation based on campaign performance data to maximise ROI
• Monitor budget performance and support financial reporting
• Assist in vendor management and contract administration

[What we are looking for]

• At least 4 years of relevant experience in marketing communications, with demonstrable experience in data analytics, audience insights and performance reporting.
• Hands-on experience with analytics platforms and tools such as Google Analytics, Meta Ads Manager or equivalent, with ability to derive actionable insights from data.
• Working knowledge of modern digital marketing strategies including SEO, social media marketing, email marketing and emerging digital channels, with a data-driven approach to campaign optimisation.
• Good organisational abilities and project management skills for coordinating marketing campaigns and supporting cross-functional initiatives.
• Good verbal and written communication skills, including the ability to present data findings clearly to diverse stakeholder groups.
• Interest in and knowledge of the arts and culture sector, with the ability to apply data-driven approaches to audience development and engagement within the cultural context.

Functional Competencies Required:

• Data Analytics and Research
• Media Analytics & Sensing
• Marketing Communications Strategy
• Cost and Budget Management
• Project Timeline Management
• Evaluation Reporting and Follow-ups