Assistant Manager to Senior Manager, Market Planning at Singapore Tourism Board

Purpose of job:

The role involves formulating and evolving Singapore’s visitor source market portfolio and source market diversification roadmap in tandem with STB’s tourism ambition.

Main Responsibilities:

a) Market Planning and Engagement

The successful applicant will support the Assistant Chief Executive (International Group) and Regional Directors in (i) mapping STB’s global footprint of international network of offices, marketing representatives and regional outposts; and (ii) evolving STB’s visitor source market portfolio strategy.

The officer shall analyse broad competitor movements, as well as market and visitor trends, to assess and improve the effectiveness of STB’s marketing efforts in key source markets. Where necessary, lead contingency planning for STB so as to hedge against negative factors such as global downturns and competitors' tourism measures.

In response to international travel recovery planning in the immediate term during the COVID pandemic, the officer shall monitor travel demand (consumer sentiment) and travel supply (connectivity and border control) factors influencing the resumption of international travel flows. He/ she will work with STB’s regional teams to prepare drawer marketing plans for key source markets.

Resourcing (manpower and financial) will be a vital component of medium to long-term market planning, and the officer will be part of the team proposing and justifying resourcing needs for STB’s international network.

In addition, the officer will get a chance to apply these strategic planning skillsets through nurturing and building brand affinity for destination Singapore in an emerging visitor source market. The successful applicant will support the market development of selected emerging visitor source markets such as Myanmar, in tandem with STB's umbrella strategy to build a pipeline of new visitor sources. The officer will employ a range of marketing and business development tools to drive the in-market communications strategy and entrench Singapore as a top destination in the consideration set of the target audience.

b) Connectivity and Air Hub Strategy

Work alongside various Singapore transport agencies and industry stakeholders to support Singapore’s connectivity ambitions. Singapore has achieved success as an Aviation Hub, and maintaining this status will be critical to ensuring that Singapore remains a compelling destination for leisure as well as business travellers.

The officer shall work with public agencies championing transport/aviation and relevant industry stakeholders to continue to strengthen Singapore’s air hub status through aviation policies, demand generation activities and twinning strategies.

Requirements:

• The applicant should have a keen interest in Tourism Macrotrends and Analytics.
• Training will be provided to navigate STB sources of key tourism data (Visitor Arrivals, Tourism Receipts, Airline Capacity etc.).
• Prior experience in aviation and/or demand forecasting will be advantageous, but not compulsory.
• Competitor/ competitive analysis. Data analytics and/or demand forecasting
• Strategic thinking, product mix/ portfolio management

Source : https://careers.pageuppeople.com/688/cwlive/en/job/543284/assistant-manager-to-senior-manager-market-planning