Job Summary:

The Digital, Marketing & Communications Assistant Manager is responsible for developing and executing the overall marketing, digital, and public relations strategy for Mama Shelter Singapore Orchard, a lifestyle hospitality brand under the Ennismore/Accor Group.

This role leads all branding, communications, digital marketing, and event-driven initiatives that strengthen the property’s market positioning and drive revenue across Rooms, F&B, and Events.
The position requires a strategic leader with cross-functional coordination skills and a strong command of digital performance marketing, brand storytelling, and reputation management.

Key Responsibilities:

Strategic Planning & Leadership

• Develop and implement the annual marketing and communications plan, aligning with business and brand objectives.
• Manage and track the overall marketing budget, forecasting expenditures and ensuring cost efficiency and maximum ROI.
• Lead and supervise the Marketing & Communications team, including executives and interns, ensuring consistent brand delivery and professional growth.
• Collaborate with senior management and Accor/Ennismore’s regional teams to align global brand standards and local market activation.
• Present monthly performance reports and marketing ROI analyses to management.

Digital & Marketing Operations

• Drive integrated digital marketing campaigns (Google Ads, Meta, TikTok, Xiaohongshu, etc.) to increase brand visibility, engagement, and direct bookings.
• Oversee the hotel’s website and third-party listings to ensure accurate, timely, and optimized content updates.
• Develop and approve content calendars across social media platforms, ensuring consistent tone, creativity, and storytelling.
• Partner with digital agencies to manage paid media performance and conversion optimization.
• Supervise the use of CRM and loyalty tools to execute targeted email marketing, guest segmentation, and personalised offers.
• Ensure all marketing activities comply with brand guidelines, legal standards, and data protection policies (e.g., PDPA).
• Maintain the hotel’s marketing asset library (photo, video, artwork) with updated, high-quality creative materials.

Public Relations, Events & Guest Engagement

• Manage press relations, influencer collaborations, and media partnerships to generate strong editorial coverage.
• Conceptualise and execute PR events, media activations, and creative brand campaigns that strengthen visibility in the local and regional market.
• Develop and maintain long-term relationships with journalists, KOLs, and media outlets to build continuous brand advocacy.
• Oversee the hosting of media, influencers, and VIP guests, coordinating across departments to ensure seamless brand experience.
• Partner with Rooms, F&B, and Events teams to create and promote signature activations, themed campaigns, and special offers.
• Ensure all on-property activations and communications reflect the brand’s creative, inclusive, and community-driven spirit.

Crisis Communication & Reputation Management

• Develop and enforce a Crisis Communication SOP, outlining escalation protocols, response templates, and media handling procedures.
• Oversee online reputation management across Google, TripAdvisor, and OTA platforms — ensuring timely, brand-aligned responses to guest reviews.
• Coordinate with corporate PR and legal teams to manage sensitive issues, ensuring brand protection and stakeholder confidence.

Requirements:

• Bachelor’s Degree in Marketing, Communications, or related field.
• Minimum 2-5 years’ experience in marketing or communications, preferably within hospitality, lifestyle, or F&B sectors.
• Proven track record in digital marketing, PR management, and brand strategy.
• Strong analytical skills with experience in campaign performance analysis and ROI reporting.
• Excellent leadership, communication, and interpersonal skills.
• Ability to multitask and thrive in a fast-paced, creative environment.
• Familiarity with social media, influencer ecosystems, CRM, and paid media management tools.
• Creative, self-driven, and results-oriented, with high attention to detail.