蚂蚁金服Ant International-Strategic Brand Development and Communications-A&I SG
任职要求
• 8+ years in brand strategy, brand management and integrated marketing experience • Strong background in developing brand narratives, GTM strategies and content planning • Familiarity with brand architecture, working with multiple brands under a parent identity acros…
工作职责
This role is part of a Global Brand & Marketing team, is based in Singapore reporting to the Head of EmFi and Brand marketing. S/he will help define, build and activate the brand narrative for Ant International (A&I) and its Flagship brands ensuring the latter’s consistency to A&I’s brand identity and messaging. S/he will also drive brand equity and performance through the development and execution of A&I’s brand guidelines, its application and governance as well as go-to-market (GTM) campaigns including but not limited to experiential design and marketing, sports and event marketing. Key Roles and Responsibilities 1. Brand Development Develop and articulate the A&I brand purpose and manifesto, aligned with overarching long term business goals Create unified A&I Brand and Message House in collaboration with PR, and develop the brand focus / key messages for the year, ensuring consistency in its application and execution across all channels Drive the application of brand messaging including but not limited to: - LinkedIn (with PR) - Brand Content Calendar of A&I and its Flagship Brands: Develop and maintain to present a unified narrative to external audience - Provide and maintain brand content for owned channels (website) to ensure it reflects unified narrative - Point of contact for OC and HR to introduce and incorporate brand key messages for staff understanding and awareness, as well as talent recruitment, culture building • Lead development of brand assets such as brand video and campaign collateral • Develop and manage an A&I Brand experience – its creation and application, and support Flagship Brand’s development in theirs • Develop and manage A&I’s Brand Guide and its application to Flagship Brands • Lead and manage Brand applications including but not limited to A&I events, sponsorships 2. Brand Go-to-Market Activation, Execution and Management • Develop and execute overarching communications strategies to to deliver the A&I positioning, identity and narrative / key messages for the year through brand campaign and/or activations • Manage an integrated overview of brand touchpoints and its performance, ensuring clear budget mapping and campaign planning • Support the execution of brand performance tracker, analysis and insights application to identify and execute action points to improve A&I’s equity/value • Work with Flagship Brands to leverage their communications to maximise A&I’s brand understanding recognition, recall and appreciation for A&I brand • Champion new and experimental branding approaches and share industry trends and practices, to elevate visibility and engagement in line with brand identity whilst building a culture of innovation amongst wider team and stakeholders
This role is part of a Global Brand & Marketing team, and reports directly to the Head of Emfi & Brand Marketing. As brand manager for Ant International’s Flagship brands, s/he is responsible for defining, shaping and activating the brand to deepen customer connection, drive brand equity and deliver long term business impact. As the brand voice, custodian and advocate, s/he will drive how the Flagship brands show up and continues to grow meaningfully in today’s fast paced and evolving marketplace, and what each Flagship brand stands for in the hearts and minds of our customers Key Roles and Responsibilities 1. Brand Strategy and Purpose • Guard and evolve Flagship brand’s purpose and identity, aligned with business goals and those of its parent company • Develop Brand Message House in collaboration with PR, and set annual brand focus / key messages for consistent application across all channels • Lead brand messaging across platforms, including: - LinkedIn (with PR) - Brand Content Calendar: Develop and maintain a consistent narrative in external communications - Website: Provide and maintain brand content in alignment to brand purpose and key messages 2. Brand Advocacy, Governance and Intelligence • Align cross-functional teams around brand strategy and tone, including communications, product marketing, PR and local market teams where applicable • Own and maintain the Brand Guide, working with internal and external stakeholders and teams to execute and ensure visual and verbal brand consistency across all markets and touchpoints • Lead development and execution of brand performance trackers, measurement tools in collaboration with cross functional teams, to evaluate brand’s contribution as well as identify and act on opportunities that strengthen brand equity and parent company’s value • Manage, develop and/or contribute to award submissions • Internal communications and brand training to introduce and incorporate brand messages for staff engagement, talent attraction, culture building, and brand immersion • Performance monitoring 3. Brand Go-to-Market Activation, Execution and Management • Identify and lead brand activation opportunities aligned with brand purpose and business prioritised markets to enable business goals in prospecting, acquisition and utilisation • Develop and execute integrated communications strategies and go to market plans for prioritised markets that deliver the brand’s positioning, identity and narrative across key campaigns, touch points and assets like brand video • Manage and provide overview of brand touchpoints and campaigns, its performance, and overall budget • Lead and manage brand applications such as events, sponsorships • Work collaborative with the larger brand & marketing teams to leverage their communications to maximise brand understanding recognition, recall and appreciation
品牌策略制定与品牌资产管理 1. 在全球品牌框架下，做好当地外卖品牌策略与资产管理，制定品牌心智策略 2. 基于品牌策略，制定外卖品牌合作资源玩法（含IP、赞助等） 传播策划与媒介策略 1. 制定公司级全年品牌传播日历，提升品牌心智影响力。协同平台活动，基于热点/节点分级，做好年度/季度/月度的品- 牌传播事件策略规划与执行（包含线上/线下市场活动） 2. 为品牌传播制定触达策略（含线上线下媒介打法），制定品牌联合投放机制 3. 作为传播BP，整合各方传播需求，对利于品牌心智成长的产品/活动爆点进行内容生成与传播执行 效果评估与费效管理 1. 做好传播效果监测，做好活动层面、品牌心智层面的效果评估并持续迭代打法。 2. 统筹品牌预算管理并且分配本部分内预算。 Brand Strategy Development & Brand Asset Management 1. Develop localized food delivery brand strategies and manage brand assets within the global brand framework; define and implement brand positioning strategies. 2. Based on brand strategy, design brand partnership models, including IP collaborations and sponsorships. Communication Planning & Media Strategy 1. Develop an annual brand communication calendar to enhance brand awareness and perception. Collaborate with platform campaigns to plan and execute brand communication initiatives (online/offline) on an annual, quarterly, and monthly basis, leveraging key moments and local trends. 2. Design reach and media strategies for brand communication, including both online and offline channels; establish co-branded media investment mechanisms. 3. Act as a communication business partner (BP), integrating cross-functional communication needs and leading content creation and campaign execution for product or event highlights that can enhance brand perception. Performance Evaluation & Cost Efficiency Management 1. Monitor communication performance, evaluate outcomes on both campaign-level and brand-mindshare level, and iterate strategies accordingly. 2. Oversee brand budget planning and allocation within this functional area to ensure efficiency and effectiveness.
As a Global Strategic Partnerships Manager at Keeta, you will play a critical role in shaping and driving our most impactful brand collaborations on a global scale. You will lead the development of strategic initiatives with key international partners, aligning cross-functional efforts to deliver both business growth and brand elevation. Key Responsibilities 1. Develop and Execute Strategic Brand Partnerships • Lead the creation and execution of partnership strategies that align with Keeta’s global and regional business goals. • Design high-impact collaboration models to drive brand value, business growth, and long-term partner success. 2. Manage Key Partner Relationships • Serve as the primary liaison for key strategic partners including cross boundary brands or global scale IP, managing communication across all stakeholder levels. • Foster strong, trust-based relationships and ensure alignment on strategic direction, priorities, and joint initiatives. 3. Identify and Expand Strategic Opportunities • Continuously scan the market to identify high-value brand partners across industries and geographies. • Develop tailored, innovative proposals that leverage Keeta’s core strengths to open new growth channels and create mutual value. 4. Drive Cross-functional Execution • Coordinate with internal teams to translate partner needs into actionable plans. • Ensure timely and quality delivery of joint initiatives. 5. Measure & Optimize Performance • Define, monitor, and report on KPIs such as user acquisition, brand exposure, engagement, and ROI. • Lead ongoing performance reviews and optimization efforts to maximize partnership impact and efficiency.
We’re seeking an experienced Marketing Manager who excels at the intersection of paid growth, social media strategy, and pop-culture insights. You will lead comprehensive marketing initiatives—from performance-driven campaigns to community-focused storytelling—and collaborate closely with cross-functional teams to translate insights into rapid, measurable results. Key Responsibilities: Develop and execute marketing strategies and campaigns designed to boost brand awareness and engagement among potential users and existing community members. Set strategic direction for paid media, organic outreach, creator partnerships, and collaboration channels, leveraging flexible and innovative approaches to drive user acquisition. Shape and maintain rednote’s public persona, ensuring every interaction aligns authentically with our global community. Provide actionable user insights and feedback to inform product and community development, effectively influencing cross-functional decisions. Manage marketing campaigns from concept to completion, overseeing project planning, cross-team coordination, and success evaluation. Define and implement user growth plans and campaign goals, considering data insights, target audience specifications, key performance indicators, narrative development, budgeting, and historical learnings. Provide strategic guidance to diverse channel teams including social media, creative, analytics, and communications. Bonus Points: Passion for and deep familiarity with the rednote community. Multilingual abilities (Mandarin or additional languages) to facilitate cross-cultural communication.