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Director, Group Brand Development

Date: 02-Jul-2019

Location: Singapore, Singapore

Company: Singtel

Realise your full potential with Asia's leading communications group. While we take pride in our 130-year heritage, our philosophy is to always look forward and evolve. Today, we are a leader in cutting-edge ICT innovation and digital advances, powered by a vast network of offices in countries and territories across Asia Pacific, the Middle East, Europe and the USA. Come be a part of our dynamic organisation as we create the infocomms landscape of the future.



The Director, Group Brand Development manages one of Singapore’s oldest and most valuable brands and plays an important in protecting and enhancing the brand value of Singtel. The right candidate should:


· Drive brand leadership and Singtel Brand Development through defining, developing and managing of Singtel brand across the 3 business units (Consumer, Enterprise and Digital Life)

· Develop and safeguard the brand mission, value proposition, communication strategy, visual ID and overall brand architecture


Key Responsibilities:


  • Drive brand leadership and Brand Development

    - Reinforce Singtel’s market leadership in brand positioning and communication via management of special projects.

- Develop and own the Singtel Brand guidelines covering all sub-brands, product brands, service brands and feature brands across all touch points, ensuring synergies across multiple brand platforms and mediums.

- Drive Singtel’s brand engagement through brand health measurements that go beyond rational and functional brand attributes.


  • Regulating External Communications

    - Revise, update and maintain Singtel’s Brand Corporate Identity Manual.

- Ensure that brand equity is communicated using consistent messages across ATL and BTL materials.

- Engage key internal stakeholders to shape Brand Corporate guidelines.

- Align and ensure consistency of brand expression produced by different departments.

- Provide inputs for Singapore Business Section of the Singtel Annual report.

- Manage external communications of festive campaigns on a corporate level.

- Accountable for events and Singtel’s major brand sponsorship initiatives


  • Managing Agency Relationships and promoting agency integration and tracking

    - Accountable for the agency relationship management, retainer budget optimization.

- Work with creative, digital and media agencies to derive greater productivity.

- Manage relationships with creative & media agencies (Half yearly CAPE exercise. i.e, - Client-Agency relationship review on a 6-mth basis).


  • Process/Operational Excellence Management

    - Monitor new Agency pro-active reconciliation financial process monthly.

- Manage monthly agency retainer payment (creative & media).

- Manage A&P budget.

- Manage Singtel’s overall media spend against Master Contract commitment.

- Manage brand research survey and sponsorship audit

- Organize regular Marketing/Brand workshops to share industry best practices.


Ideal Candidates should:

  • Have a Bachelor’s Degree preferably in Marketing, Marketing Communications from recognized university
  • Have at least 10 years’ of relevant experience working in a large corporation
  • Be competent and experienced in marketing and/or in areas of brand management, development and brand research
  • Be competent in brand strategy, brand development, research and brand management.
  • Have strong marketing skills
  • Have sharp business acumen with excellent interpersonal, facilitation and communication skills
  • Have excellent organizational skills for key events
  • Have good knowledge of telecommunication products and services is an advantage.
  • Have strong leadership qualities – able to motivate and develop staff - at least with 5 years supervisory capacity
  • Have passion for brand and marketing communication.
  • Have strong presentation capabilities
  • Have solid experience in managing budgets
  • Have a challenger mindset, dynamic and proactive
  • Have strong stakeholder management experience


Let’s shape a better world through technology. Join us to lead the change.

Note to Recruitment Agencies

In sourcing for candidates for particular roles, the Singtel Group works only with a panel of selected recruitment agencies expressly engaged under written agreements. Even then, these agencies are only activated from time to time for specific recruitment exercises for particular roles under instructions expressly issued by a member of the Singtel Talent Acquisition team.

Except under such circumstances, no agency shall source or attempt to source any candidates for the Singtel Group. The Singtel Group will not pay nor be obliged or liable to pay any recruitment fees of any kind whatsoever to any agency where candidate CVs are submitted to the Singtel Group by such agency on an unsolicited or speculative basis.

The Singtel Group reserves all rights to directly contact any candidate to which such CVs relate without any obligation or liability whatsoever to the agency concerned (including without limitation any obligation or liability to pay any recruitment fees of any kind).