Senior Assistant Director, Brand & Marketing

Overall Job Purpose:

As the Lead for Brand Experience & Marketing, you will be the driving force in bringing Sentosa’s brand to life through innovative, high-impact activations, immersive experiences, and consistent brand messaging. As the guardian of Sentosa’s brand identity, you will maintain the highest standards of brand integrity, overseeing the seamless integration of our offerings, products, services, and culture to ensure a unified, authentic voice across all communications and touchpoints.

Your primary goal is to build a deep, emotional connection with both local and international audiences, cultivating brand loyalty and advocacy. You will lead the execution of compelling, experience-driven activations that engage, inspire, and captivate guests. This includes curating key events, precinct activations, ambient dress-ups, and immersive brand experiences that are both meaningful and on-brand.

Collaboration will be key as you work closely with internal teams, external partners, and stakeholders to deliver high-quality, sustainable brand initiatives that resonate with diverse audiences. Your work will amplify Sentosa's brand presence, ensuring it remains top of mind and fosters a strong, lasting emotional connection with every guest interaction.

Key Responsibilities

(A) Leadership & Brand Strategy Execution:

• Lead and inspire the Brand Experience & Marketing team in developing and executing Sentosa’s brand narrative, ensuring alignment with the organization’s broader vision and goals.

• Guide and mentor the team to bring the brand to life through strategic, experience-driven activations that engage both local and international visitors.

• Ensure the consistent application of brand values across all touchpoints, from on-island experiences to communications, campaigns, and activations.

(B) Brand Activation, Ambience Dress-Up, & Event Execution:

• Manage the end-to-end execution of brand activations, including:

  • Festive & Occasion activations: Curate seasonal experiences and immersive engagements during holidays, festivals, and special events.

  • Brand Sustenance & Campaigns: Support ongoing brand campaigns and cross department collaborations, including establishing Sentosa Icons (Instagrammable photopoints) that resonate with audiences.

  • Branded Merchandise: Oversee the design and production of branded merchandise to support corporate gifting, marketing initiatives, and trade shows, ensuring they align with Sentosa’s brand values.

• Lead and oversee the conceptualization and execution of key/precinct events, seasonal activations (on-island ambience dress-ups for key events and festive occasions), and experiences that bring Sentosa’s brand to life.

• Ensure that these events and activations are engaging, memorable, and seamlessly aligned with the brand’s values. This includes transforming physical spaces with themed decor and engaging guest activities that enhance the experience and create lasting impressions.

• Collaborate with internal teams and external partners to design and execute on-brand events and activations, ensuring all projects are executed efficiently, sustainably, and with high-quality standards.

• Drive sustainable execution by prioritizing resource efficiency, reducing waste, and selecting sustainable materials for branded items and decor in activations.

(C) Brand Custodianship, Internal Brand Advocacy, & Culture Building:

• Uphold Sentosa's brand integrity by ensuring that its core values and messaging are consistently communicated and represented across all internal and external channels.

• Work with Brand team and champion internal brand education and brand culture building initiatives:

  • Develop and implement comprehensive brand guides for different teams (MICE, operations, marketing, etc.) and international markets to ensure seamless brand execution.

  • Establish an online repository for brand assets and activation resources, driving adoption and consistent use across departments.

  • Promote the internalization of the Sentosa brand, socializing the brand narrative within the organization and securing buy-in across teams to foster strong brand advocacy.

(D) One Sentosa Brand Experience Aggregator:

• Act as the central advisor to ensure a consistent, unified brand experience across all activations, events, and touchpoints. Maintain alignment with the Sentosa brand’s voice, tone, and values.

• Ensure all on-island experiences and activations reflect Sentosa’s brand identity and are aligned with the strategic goals of the organization.

• Lead cross-functional collaboration with teams in marketing, design, operations, and external agencies to amplify Sentosa’s brand presence across different channels.

• Ensure all visual and experiential elements of the brand—from signage and decor to event ambiance and digital assets—are consistently executed, creating a unified, immersive experience for guests.

Apply strong budget acumen and rigorous budget controls to develop, manage, and oversee budgets, ensuring financial alignment with organizational goals.

Job Requirements

• Proven and extensive experience in brand management and event planning with knowledge application of brand in events activation, and marketing leadership, particularly in tourism, hospitality, or entertainment industries.

• Strong leadership skills, with the ability to guide and inspire a creative, cross-functional team and resourceful with ability to manage tight timelines, includes skill sets such as stay up-to-date on trends, problem solving, strong communication both verbal and written.

• Expert in brand activation, capable of taking strategic concepts and turning them into impactful, on-brand experiences.

• Excellent project management skills, able to oversee multiple complex projects simultaneously while ensuring timely and high-quality delivery including detailed-oriented and technical knowledge of event and display productions and on-site event experience.

• Strong communication and stakeholder management skills, with the ability to engage internal and external partners to deliver on brand promises.

• Proficient in Microsoft Suite of tools

• Has Class 3 license and able to drive a van is an advantage

• Familiarity with design software is an advantage