Senior Executive - Experiential and Engagement Marketing

Reporting directly to the Experiential and Engagement Marketing Manager, the Senior Executive assists in building Taylor's brand to be the preferred choice of institution for tertiary education through strategic marketing activities and brand & product management. Communication and alignment with internal & external stakeholders to achieve cycle KPI is an integral part of the job.

This role will work closely with cross-functional teams such as brand, digital & content, PR, scholarship and events.

Senior Executive is responsible for deriving/leading the brand's vision and strategy on a 5-star customer experience with a strong execution approach for success.

KEY RESULT AREAS / RESPONSIBILITIES

• Be a strong lead in strategising, planning & executing on-ground activations/events in accordance to company's marketing and brand direction, in order to effectively promote Taylor's to the relevant target audience through events and promotion
• Work proactively and independently to drive the vision of the brand, strategise and execute based on achieving a 5-star customer experience at every touchpoint.
• Be a strong lead who understands and is able to analyse audience behavior, data, demographic information and usage analytics to strengthen brand messaging.
• Able to drive meaningful discussion and ideation for event planning while keeping abreast of competitors activities to continuously make improvements to our plans/executions.
• Assist in developing and implementing all marketing activities to create successful events through liaising with agencies and other marketing functions, including the product team, digital team, enrolment and admission services, corporate communication or other relevant departments.
• A pleasant personality; able to work with cross-functional teams and enthusiastically lead teams to achieve a common objective.
• Ready to work on weekends and late nights, especially leading up to event day.
• Able to manage event crisis and be a consultant to the Manager solve any internal and external issues.
• Key responsibilities and portfolio throughout the year include:
• Open Day (TU & TC)
• Camp Of Leaders
• Student Recruitment Events & Student Trips based on requirement
• Student Ambassador and/or Event helper management
• Other ad hoc events
• Major tasks of planning and research include:
• Planning / Research and Floor Planning
• Agency briefing and liaison
• Budgeting and Proposal
• Development of Preparation, execution, and post-event timeline
• Campaign Planning and organizing
• Learning and redesigning the experiential journey for the guest/recipients
• Ensure Marketing event spend as per budgeted/allocated and manage procurement processes for vendors (update spend-track, raise PR/PO, process invoices etc.) and record relevant documents accordingly
• Work with Manager and assist manage all logistical aspects of the event including:
• Source contractors and brief for public fair booth design and implement key branding ideas to represent Taylor's as a whole.
• Maintain a good relationship with suppliers, contractors, and agencies
• Direct and monitor the event flow and prepare relevant on-ground materials
• Communicate with all involved parties for the relevant project
• Travel to site inspections in preparation for the event
• Ensure the timeline is met and within budget
• Organise a post-mortem meeting together with all involved parties to receive and comment on feedback of the past event
• Prepare a post-evaluation report after every event within a month after the event
• Timely sharing of the post-evaluation to be shared with the Manager

JOB SPECIFICATIONS

MINIMUM ACADEMIC / PROFESSIONAL QUALIFICATION

Minimum of a Bachelor's degree in Marketing or Mass Communication or other relevant field

RELATED EXPERIENCE

Minimum of 5 years of experience in events and Marketing services in an agency, brand or MNC

COMPETENCIES (KNOWLEDGE, SKILLS, ABILITIES & BEHAVIOURAL)

• Have a strong sense of responsibility and accountability
• One who pushes boundaries in ideation and is able to solve challenges creatively
• Strong ideation and strategy experience with managing brand experience
• Strong execution experience with an eye for detail: hands-on operational skill set
• Strong working knowledge of Microsoft Office (especially Microsoft Excel & PowerPoint), good numerical acumen as well as verbal skills
• Experience in presenting ideas to management level, clients and stakeholders
• Knowledge of Salesforce is an added advantage
• Have a pleasant character, good team player with strong initiative and follow-through
• Ability to work within cross-functional teams: Good interpersonal, communication and listening skills
• Independent, resourceful and proactive approach to problem-solving