CCP for Digital Advertising and Marketing Professionals
ABOUT THE ROLE
Tiger Muay Thai Singapore operates combat-sports and fitness outlets serving adults, women, kids and sparring programmes. The company is planning to build a separate brand, Tiger Fitness, and a franchising model in 2027. The Digital Advertising & Marketing Manager will own the digital funnel from awareness to trial sign-up to membership conversion, and will lead digital strategy, budget and results across all outlets.
KEY RESPONSIBILITIES
- Plan the annual and quarterly digital marketing strategy, channel mix and campaign calendar for all outlets and programmes
- Plan, launch and optimise paid social advertising on Meta and TikTok, including audiences, creative testing, retargeting and lead-generation campaigns
- Run Google search campaigns and drive local and on-page SEO, including Google Business Profile and review generation
- Plan content pillars and the monthly content calendar, including short-form video, copywriting, community management and influencer/ambassador collaborations
- Build and optimise landing pages and lead forms, and run A/B tests to improve conversion
- Design and run CRM and automation journeys (email, WhatsApp, SMS) for lead follow-up, trial conversion, retention and win-back
- Set up and maintain tracking and analytics (GA4, Tag Manager, UTM conventions, dashboards) and report performance to management monthly
- Manage the monthly advertising budget, reallocating spend based on cost per lead, cost per trial, customer acquisition cost and return on ad spend
- Be accountable, jointly with sales, for trial volume and lead-to-member conversion, and work with outlet teams to improve lead response time
- Brief and manage freelancers, creators, designers and agencies, and set vendor KPIs
- Plan and run marketing activations such as open houses, community events and corporate or ambassador collaborations
- Build marketing foundations for the planned separate brand and franchising model, including positioning, launch plans and replicable campaign playbooks
- Use generative AI and marketing tools to improve productivity, with a documented human review process
- Ensure all marketing complies with PDPA, platform ad policies and brand standards
- Document processes and SOPs for campaigns, tracking, reporting and content approvals
REQUIREMENTS
- Singapore Citizen or Permanent Resident
- Professional, managerial or executive experience in a related field such as sales, customer experience, business consulting, operations, project or vendor management
- Strong customer insight, communication and commercial skills
- Comfortable working with data, spreadsheets and digital tools
- Experience coordinating vendors, freelancers or cross-functional teams
- Prior hands-on experience in digital advertising and marketing is not required. Full training is provided under the on-the-job training plan.
TRAINING AND SUPPORT
- 6-month structured on-the-job training with a designated mentor
- Daily check-ins in the first three months, weekly 1:1 coaching, fortnightly work reviews and monthly competency reviews
- Competency rubric (levels 1 to 4) scored monthly against the training competencies
- Formal mid-point assessment (Month 3) and final assessment (Month 6)
- Training on live campaigns with real budgets, and support to complete industry certifications (e.g. Google Ads, GA4, Meta Blueprint)
EXPECTED OUTCOMES
- By Month 6, independently plans, runs, optimises and reports on multi-channel campaigns
- Owns the advertising budget and manages external resources
- Completes at least 2 industry certifications
- Delivers measurable improvement against Month 1 baselines, with targets agreed with management (e.g. lower cost per trial lead, higher lead-to-trial and trial-to-member conversion, faster lead response)
- Delivers dashboards, SOPs and a brand and franchise-readiness marketing playbook
- Confirmed as a permanent team member after successful completion of the programme