Description
The Senior Executive, Marketing is a dynamic and hands-on role responsible for planning, executing, and optimising multi-channel marketing campaigns for Subaru in Singapore. This position requires a versatile marketer who can manage daily digital and social media operations, coordinate and execute on-ground activations, and handle the essential administrative functions of the marketing department.
The ideal candidate will be a proactive, detail-oriented individual with a strong background in social media, digital marketing, and event management, focused on driving brand awareness, generating qualified leads, and supporting the sales team to achieve business objectives.
Responsibilities:
A. Social Media Marketing
Content Strategy & Creation:
Develop and manage a monthly content calendar for all social media platforms (e.g., Facebook, Instagram, YouTube, TikTok, LinkedIn) aligned with brand guidelines and campaigns.
Brief and collaborate with creative agencies or in-house designers to produce engaging content (static visuals, short-form videos, carousels, stories).
Write, edit, and proofread compelling and on-brand copy for all social media posts.
Community Management:
Act as the primary voice of the brand online, monitoring and responding to all comments and direct messages in a timely and professional manner.
Engage with user-generated content and foster a positive community around the Subaru brand and local enthusiast groups.
Campaign Execution & Influencer Marketing:
Execute paid social media campaigns via Facebook/Instagram Ads Manager, including setup, targeting, monitoring, and optimisation to drive lead generation and event sign-ups.
Identify, liaise with, and manage relationships with local automotive and lifestyle influencers (KOLs) for campaigns and vehicle features.
Reporting:
Track and report on key social media metrics (e.g., engagement rate, reach, follower growth, website traffic, cost-per-lead) and provide insights for improvement.
B. Digital Marketing
Website & Content Management:
Ensure the Motor Image Singapore (Subaru) website is consistently updated with the latest model information, specifications, pricing, and promotional landing pages.
Work with regional teams or agencies to implement website changes via the Content Management System (CMS).
Lead Generation & CRM:
Support the planning and execution of digital lead-generation campaigns, including Google Ads (Search/Display) and programmatic advertising, in coordination with the media agency.
Manage and segment the customer database (e-CRM) for targeted email marketing (eDM) blasts, newsletters, and lead-nurturing workflows.
Campaign Coordination:
Collaborate with the appointed media and creative agencies to ensure digital assets are delivered on time and campaigns are executed flawlessly.
Analytics & Reporting:
Monitor and analyse website traffic using Google Analytics to understand user behaviour.
Assist in compiling integrated digital campaign reports, tracking leads from source to sale, and calculating key metrics like ROI and Cost-Per-Lead (CPL).
C. Events (Roadshows & Showroom Activations)
End-to-End Event Planning:
Plan and execute all logistics for retail roadshows, mall/showroom activations, and other adhoc events (e.g., new model previews, test drive days).
Source and negotiate with venues (e.g., shopping malls, business parks) and external vendors (e.g., event setup, part-time staff, logistics).
On-Site Execution:
Serve as the main on-site coordinator during event setup, execution, and tear-down, ensuring brand guidelines are met and operations run smoothly.
Manage on-ground event staff, promoters, and vendors.
Stakeholder & Sales Collaboration:
Liaise with internal stakeholders, particularly the Sales team, to ensure they are briefed on event details and test drive unit availability.
Implement and manage the on-site lead capture process (e.g., digital forms, QR codes) and ensure prompt follow-up by the sales team.
Post-Event Analysis:
Conduct post-event reporting, including tracking leads generated, test drives secured, and sales conversions attributed to the event.
D. Administrative & Marketing Support
Administration:
Raise purchase orders (POs), process invoices, and coordinate with the finance department to ensure timely payment for all marketing vendors and agencies.
Assist the Marketing Manager in tracking campaign expenses against the approved budget.
Collateral Management:
Manage the inventory of all marketing collateral, including brochures, specification sheets, and corporate premiums, and coordinate reprints as needed.
Internal Coordination:
Act as a key liaison between the marketing department and the showroom sales team, communicating all ongoing promotions, campaign details, and marketing activities.
Reporting:
Compile data from all channels (social, digital, events) to contribute to weekly and monthly marketing performance reports for management.
Qualifications & Requirements
Experience: Minimum 3-5 years of hands-on experience in a 360-degree marketing role, preferably in the automotive industry or a similar B2C retail environment.
Social Media: Demonstrable experience in managing brand social media channels and executing paid social campaigns (Facebook Ads Manager).
Digital Marketing: Proficient in using Google Analytics, e-CRM/email marketing platforms, and CMS. Familiarity with Google Ads principles.
Events: Proven track record of planning and executing on-ground events, particularly roadshows and activations.
Skills:
Excellent project management, multitasking, and organisational skills.
Strong communication and interpersonal skills for managing agencies and internal stakeholders.
"Hands-on" and proactive attitude; a problem-solver who is willing to be on-ground.
Meticulous attention to detail, especially in content and administrative tasks.
Other: Must be able to work on weekends and evenings as required for event execution.