Job Summary
Resorts World Sentosa (RWS) is seeking a Senior Manager to join our Digital Marketing – Social Media team. This role sits within the Resort Marketing department and supports the Assistant Director in developing and executing social media and creator‑led marketing strategies to enhance RWS’s brand presence, drive audience engagement, and support business objectives across all attractions, events, and properties.
This role requires strong strategic thinking, hands-on content creation experience, campaign and project management capabilities, and the ability to analyse performance to optimise future initiatives. The ideal candidate is deeply familiar with the social landscape, creator ecosystem, and emerging digital trends, and can work cross-functionally to ensure alignment across all marketing efforts.
Key Responsibilities
- Strategic Leadership & Digital Ecosystem Ownership: Lead the long-term social media and creator strategy for RWS, ensuring alignment to overarching brand, business, and marketing goals. Provide strategic guidance to Business Units and senior stakeholders on the use of social channels and creator marketing to drive reach, relevance, and brand preference.
- Content Strategy & Creative Direction: Oversee the vision, direction, and quality of the social content calendar across all major platforms (TikTok, Instagram, Facebook, YouTube, LinkedIn). Guide internal and external creative teams to produce high-impact content, including short-form videos, AV assets, stills, and campaign materials that reflect RWS’s brand, storytelling, and commercial priorities. Champion platform-native creativity, experimentation, and innovation in content formats.
- Creator & Influencer Ecosystem Management: Architect and manage a robust creator strategy covering always-on, campaign-based, and experience-driven partnerships. Establish frameworks for creator identification, evaluation, contracting, briefing, relationship building, and performance measurement. Develop long-term partnerships with creators and talent agencies to build sustainable advocacy for RWS’s attractions, events, and destination offerings. Oversee major creator-driven events, familiarisation experiences, and on-ground hosting at RWS. Ensure compliance, brand governance, and consistency across all creator-generated content.
- Campaign Management & Optimisation: Lead the planning and execution of integrated social media campaigns, ensuring cohesive execution across paid, owned, and earned channels. Provide expert insights to enhance campaign effectiveness through data, audience segmentation, content performance, and platform analytics. Oversee performance reporting, ensuring actionable recommendations, and clear insights for senior leadership.
- Innovation & Digital Trends: Identify opportunities for social-led storytelling, fan engagement, and experiential digital content that elevate RWS’s brand presence. Oversee the strategy for proactive community engagement, ensuring timely responses, brand-appropriate interactions, and effective management of sensitive or negative communications.
Required Qualifications
- Bachelor’s degree in Marketing, Communications, Media, or related fields.
- Minimum 8 years of relevant experience in social media, digital marketing, and/or creator/influencer management, including 3 years in a leadership or managerial capacity.
Required Skills
- Demonstrated success in leading large-scale social media and creator programmes for consumer-facing brands.
- Strong understanding of digital behaviour, content trends, platform mechanics, and creator ecosystem dynamics.
- Experience within tourism, lifestyle, entertainment, hospitality, or destination marketing is an advantage.
- Strong leadership, stakeholder management, and cross-functional collaboration skills.
- Highly analytical with the ability to interpret performance data and provide strategic insights.
- Excellent communication, negotiation, and presentation skills.
- Strong creative sensibility with the ability to guide content direction; hands-on experience in design or production is a plus.
- Agile, self-driven, and comfortable operating in a fast-paced, dynamic environment.