Manager/Senior Manager/Social Strategist, Social

Singapore Tourism Board; Singapore; On-site; SGD 90,000 - 150,000; Full time

Benefits offered by this job

Professional development

Flexible work arrangement

Awards and recognition

Job summary

Singapore Tourism Board is seeking a Social Strategist to lead the department's social strategy, playbooks, and direction. You will partner with internal teams and external partners to ensure a coherent, forward‑looking social presence that drives engagement and commercial outcomes.

You will own performance measurement, pilot testing on emerging platforms, and the integration of paid with organic social efforts, while delivering impactful campaigns.

Qualifications

• Minimum 5 years of experience in social media strategy and brand building.
• Ability to translate data into clear strategic recommendations.
• Experience leading pilots and horizon-scanning for social platforms.

Responsibilities

• Develop and own the overarching social strategy and playbooks.
• Own monthly and quarterly performance reporting for VS channels.
• Review channel mix and make evidence-based platform investments.
• Lead pilots on emerging platforms and test go-to-market approaches.
• Drive campaigns from planning through execution with cross-functional teams.
• Oversee paid social strategy and alignment with organic activity.

Skills

Social strategy

Brand social

Analytics

Stakeholder mgmt

Presentation skills

Job description

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

About Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. Our success comes from working as one STB team in an environment of trust, openness, fun and care.

What can you expect as part of #TeamSTB?

• Professional and Personal development: We provide structured training and initiatives aimed at equipping you with a well‑rounded set of competencies to excel in your career.

• Staff benefits: We offer flexible work arrangement, family care leave and wellness programmes to enable you to achieve a healthy level of work‑life effectiveness.

• Award-winning Workplace

• Public Sector Employer of Choice: (2nd) 2014, 2nd (2015) and 1st (2016)

• Singapore's Top 100 Leading Graduate Employers: Winner - Hospitality, Leisure, and Tourism Sector (2021)

• NS Mark (Gold) AccreditationFor more information on STB, please visit https://www.stb.gov.sg.