Director of Marketing & E-Commerce - Toa Payoh

As the Director of Marketing & E-Commerce, you will be both a strategic leader and a hands-on digital expert, responsible for shaping Royal Plaza on Scotts' brand, driving direct revenue, and leading the hotel’s online presence. You will oversee brand storytelling, digital campaigns, content creation, social media, public relations, and partnerships while also leading e-commerce and online sales strategies to increase direct bookings and F&B revenue.

This is a hands-on role where you will actively create content, optimize digital campaigns, analyze data, and manage e-commerce platforms, ensuring marketing directly impacts revenue growth.

Key Responsibilities:

1. Marketing Strategy & Brand Execution

• Develop and execute a fully integrated marketing strategy that enhances the hotel's positioning, brand engagement, and revenue growth.
• Ensure a digital-first approach across all platforms, balancing performance marketing with brand storytelling.
• Lead brand storytelling efforts across digital, public relations, and offline channels.

1. Digital Marketing, E-Commerce & Direct Revenue Growth

• Oversee and optimize the hotel website, booking engine, and digital conversion funnels to drive direct bookings and reduce OTA reliance.
• Execute performance marketing campaigns, including SEO, Google Ads, Meta Ads, retargeting, and email automation to maximize revenue.
• Manage OTA content, pricing visibility, and promotions, ensuring alignment with revenue management strategies.
• Analyze data from Google Analytics, CRM, and booking engine reports to optimize campaigns and improve conversion rates.

1. Content Creation & Social Media

• Create and edit high-quality content, including social media posts, videos, blog articles, email campaigns, and visuals.
• Personally manage and actively post on social media (Instagram, Facebook, LinkedIn, TikTok, YouTube) to engage audiences.
• Oversee influencer partnerships and brand collaborations to drive organic reach and guest engagement.

1. F&B Marketing & E-Commerce for Carousel Buffet & Future Concepts

• Develop and execute strong digital marketing and e-commerce strategies for Carousel Buffet and new F&B outlets.
• Launch seasonal and experience-driven dining campaigns to increase covers and revenue per guest.
• Implement online pre-paid dining promotions, leveraging e-commerce platforms for advanced reservations.
• Collaborate with public relations, influencers, and media to maintain a strong F&B presence in Singapore.

1. Public Relations, Media & Strategic Partnerships

• Build and maintain strong relationships with media, influencers, and industry partners to amplify brand visibility.
• Drive strategic press coverage and earned media placements for the hotel and F&B outlets.
• Lead brand collaborations and partnerships with lifestyle brands to enhance brand equity.

1. Leadership, E-Commerce Growth & Commercial Alignment

• Lead and mentor a high-performing marketing & e-commerce team, fostering creativity, data-driven decision-making, and commercial impact.
• Collaborate with Revenue & Sales teams to align marketing efforts with business goals.
• Monitor and adjust marketing performance based on key business KPIs (ADR, RevPAR, F&B revenue, website conversions, OTA mix).
• Stay ahead of emerging trends in digital marketing, e-commerce, and online guest experience.

Qualifications & Experience:

• 10+ years of experience in marketing & e-commerce, preferably in hospitality, travel, or F&B industries.
• Strong hands-on skills in digital marketing, content creation, SEO, paid media, and direct booking strategies.
• Proven experience in website management, booking engine optimization, and online revenue generation.
• Expertise in Google Ads, Meta Ads, CRM automation, OTA strategy, and digital analytics.
• Proven ability to execute high-converting marketing campaigns, especially for F&B and room promotions.
• Ability to analyze performance data and adjust marketing efforts in real time.
• Strong commercial acumen—understanding revenue management, direct booking strategies, and conversion rate optimization.
• Experience managing budgets, tracking ROI, and optimizing marketing spend.
• Excellent leadership, stakeholder management, and cross-department collaboration skills.