Assistant Director / Senior Manager (Marcoms & Engagement), Culture Pass Office

Ministry of Culture, Community and Youth; Singapore; On-site; SGD 70,000 - 100,000; Full time

Job summary

A government agency in Singapore is seeking a dynamic Marketing, Communications & Engagement Lead to drive conversion for Culture Pass. The role involves implementing integrated strategies across various media channels, executing events for user sign-ups, and engaging stakeholders. Ideal candidates will have over 7 years of relevant experience, strong digital marketing proficiency, and exceptional communication skills. This position offers the opportunity to make a significant impact on community engagement through cultural initiatives.

Qualifications

• At least 7 years of experience in marketing, communications, or growth roles.
• Strong experience in coordinating integrated marketing campaigns.
• Comfortable with analytics tools and hands-on execution.
• Experience in the cultural, arts, or lifestyle sectors is advantageous.

Responsibilities

• Drive conversion through marketing strategies and event execution.
• Coordinate with teams to align campaigns with conversion objectives.
• Execute marketing activities when gaps are identified.
• Develop robust measurement frameworks to track marketing effectiveness.

Skills

Experience in user acquisition and conversion

Proficiency in digital marketing platforms

Stakeholder management

Strong communication skills

Problem-solving skills

Tools

Google Analytics

Social media advertising tools

Email marketing systems

Content management systems

Job description

What the role is

We are seeking a dynamic Marketing, Communications & Engagement Lead to drive conversion and expand adoption for Culture Pass. This role will focus on reviewing and implementing integrated strategies to enhance consideration and conversion across paid, owned, and earned media channels, as well as creating high-impact events that directly convert new users.

What you will be working on

Conversion-Focused Marketing, Communications & Engagement Strategy Reviews & Implementation • Strategic Review: You’ll conduct regular reviews of existing strategies and activities to identify opportunities for improvement and gaps in execution. This includes analysing current campaign performance across all channels, assessing whether conversion objectives are being met, identifying underutilised channels or tactics, and evaluating the effectiveness of messaging and creative approaches. You’ll develop actionable recommendations to address gaps and enhance overall marketing effectiveness and be ready to take on execution where needed to drive results. • Implementation: You’ll develop and implement data-driven marketing strategies specifically designed to drive Culture Pass sign-ups and active usage. This includes identifying key conversion points in the user journey, optimising messaging and creative assets for maximum impact, and continuously testing and refining approaches based on performance metrics. You'll be responsible for setting ambitious conversion targets and developing tactical plans to achieve them. • Coordination: You will coordinate with opted teams that manage paid, owned, and earned media activities for Culture Pass. This involves providing strategic direction and briefs to ensure campaigns align with conversion objectives, reviewing and approving campaign concepts and creative materials, monitoring campaign performance and providing feedback for optimisation, and ensuring consistent messaging and brand positioning across all channels. You'll serve as the primary point of contact between Culture Pass and the co‑opted teams and entities that support various aspects of marcoms activities. Hands‑On Execution When Required • You will be ready to step in and directly execute marketing activities when gaps are identified or when co‑opted teams require support. This includes creating content, managing campaigns, coordinating with vendors, or handling urgent marketing needs. You should be comfortable rolling up your sleeves to drive results and ensure nothing falls through the cracks. Event Strategy & Execution • You will conceptualise, plan, and execute events specifically designed to achieve direct user conversions. This includes on‑ground activations, pop‑up experiences, partner events, and community gatherings that provide opportunities for immediate sign‑ups. You'll be responsible for managing event logistics from concept to completion, ensuring events have clear conversion mechanisms, tracking event‑driven sign‑ups, and optimising the event experience to maximise conversion rates. Partnership & Stakeholder Engagement • You will identify and cultivate strategic partnerships with cultural institutions, brands, community organisations and relevant intermediaries and partners that can amplify Culture Pass's reach across paid, owned and earned channels. This involves negotiating co‑marketing opportunities, coordinating joint campaigns and events with partners, briefing co‑opted teams on partnership requirements and opportunities, and ensuring partnerships deliver measurable conversion outcomes. Analytics & Performance Tracking • You will establish robust measurement frameworks to track marketing effectiveness across all channels. This includes consolidating performance data from co‑opted teams and event activities, monitoring key performance indicators such as conversion rates, cost per acquisition, user engagement metrics, and campaign ROI and using data insights to inform strategy adjustments and brief co‑opted divisions on optimisation opportunities. You'll demonstrate the impact of marketing investments through regular reporting and use findings to continuously refine approaches. Planning & Budget Management • You will develop comprehensive plans that integrate activities across paid, owned, and earned media with event‑driven conversion tactics. This includes managing the overall marketing budget, allocating resources between different channels and initiatives, and ensuring efficient spend that maximises conversion outcomes. Secretariat and Administrative Support • Rostered as part of the team to provide secretariat support to the Culture Pass Office at key meetings.

What we are looking for

Key Requirements

• At least 7 years of experience in marketing, communications, or growth roles in driving user acquisition and conversion. Strong experience coordinating integrated campaigns across paid, owned, and earned media, and managing external agencies or vendors is essential. You should be comfortable working with marketing analytics tools and using data to drive decisions. Critically, you should have hands‑on execution experience across various marketing channels and be able to identify strategic gaps quickly. Experience in the cultural, arts, or lifestyle sectors would be advantageous.
• Proficient in digital marketing platforms including social media advertising tools, Google Analytics, email marketing systems, and content management systems. Experience with marketing automation and customer relationship management tools is valuable. You should be skilled at briefing and managing external partners, agencies, and co‑opted teams to deliver against objectives, whilst also being capable of executing campaigns yourself when needed.
• Strong experience in stakeholder management, with ability to deliver results via cross‑functional teams and across diverse stakeholders.
• Excellent communication and interpersonal skills, with the ability to build trust and rapport with diverse stakeholders.
• Empathy and understanding of the needs of digitally challenged individuals.
• Problem‑solving skills with the ability to implement creative and effective solutions.
• Ability to work independently and as part of a collaborative team.

Key Competencies

• Results‑oriented with a strong focus on achieving measurable outcomes.
• Creative and resourceful, with ability to develop innovative approaches within budget constraints. You have a proactive mindset and aren't afraid to identify problems and take ownership of solutions.
• Strong project management and organisational skills, with the ability to juggle multiple workstreams concurrently.
• Strong leadership and team coordination abilities, with a collaborative approach to problem‑solving.
• Comfort in working in an agile, start‑up environment with a flexible, solution‑oriented mindset.

About Ministry of Culture, Community and Youth

We aim to build a cohesive and resilient society, deepening the sense of national identity and affinity for Singapore through strengthening community bonds, promoting of the arts and heritage, youth engagement, sports development, volunteerism and philanthropy.