Manager, Social & Performance Marketing

JD – Manager, Social & Performance Marketing

The Manager, Social & Performance Marketing will lead and oversee the social media and digital performance strategy for two hotel brands across eight properties in Singapore. Working closely with appointed creative and media agencies, this role ensures strong brand presence, consistent content quality, and effective paid media execution. The role will also partner closely with the Revenue Management Team to optimize PPC campaigns, drive qualified demand, and support overall commercial performance. This position plays a critical role in strengthening brand visibility, driving direct bookings and maximizing returns on marketing investment. He or she will report to the Country Director, Revenue Management and Area Manager, lyf and TUC.

The duties include the following:

1. Social Media & Content Management

• Lead the planning, coordination, and execution of social media content across all official platforms (e.g. Instagram, Facebook, TikTok, etc.)

• Work closely with the appointed agency to develop content calendars aligned with brand and commercial objectives.

• Review, optimize and approve all social media content to ensure consistency in tone, brand identity, and quality.

• Ensure localization of content to reflect Singapore market trends, seasonality, and key demand periods.

• Monitor engagement, community feedback, and online sentiment, and recommend improvements.

• Coordinate with property teams to source on-property content, promotions, and guest experiences.

2. Performance Marketing & PPC Support

• Partner with the Revenue Management team to support all PPC and paid media initiatives (Google Ads, Meta Ads, display, retargeting, etc.).

• Work with media agencies to plan, implement, and optimize paid campaigns focused on driving direct bookings.

• Ensure campaigns are aligned with pricing, availability, and revenue strategies.

• Monitor campaign performance, ROI, CPA, ROAS, and booking conversion metrics.

• Support testing of new channels, creatives, landing pages, and targeting strategies.

• Provide recommendations to improve digital acquisition efficiency.

3. Agency & Stakeholder Management

• Act as the primary liaison between the company, appointed agencies, and internal stakeholders.

• Manage agency deliverables, timelines and performance KPIs.

• Lead regular performance reviews and optimisation discussions with agencies.

• Ensure agency activities align with brand standards, commercial priorities and budget guidelines.

• Support contract and scope management were relevant.

4. Reporting & Analytics

• Develop and maintain regular performance reports for social media and paid campaigns.

• Prepare quarterly reports covering reach, engagement, traffic, conversions, and revenue impact.

• Translate data into actionable insights for improvement

• Include competitor and market trends in reports to curate necessary action plans.

5. Cross-Functional Collaboration

• Work closely with Revenue Management, Sales, Operations and Brand Teams to support commercial initiatives.

• Align marketing activities with key periods such as high-demand events, promotions, and seasonal campaigns.

• Support property-level initiatives and launches.

• Participating in commercial and revenue meetings were required.

Key Performance Indicators (KPIs)

• Growth in social media reach, engagement, and follower base

• Direct booking contribution from paid media

• PPC ROI / ROAS and CPA performance

• Campaign conversion rates

• Brand consistency and content quality scores

• Agency performance and delivery standards