Senior Manager, Brand Planning (Corporate)

Country:  Singapore
State:  Singapore
Job Function:  Communications & Branding
Job Posting Date:  9 Nov 2023

Frasers Property Limited (“Frasers Property” and together with its subsidiaries, the “Frasers Property Group” or the “Group”), is a multinational investor-developer-manager of real estate products and services across the property value chain. The Group is listed on the Main Board of the Singapore Exchange Securities Trading Limited (“SGX-ST”) and headquartered in Singapore.

Frasers Property's multinational businesses operate across five asset classes, namely, residential, retail, commercial & business parks, industrial & logistics as well as hospitality. The Group has businesses in Southeast Asia, Australia, Europe and China, and its well-established hospitality business owns and/or operates serviced apartments and hotels in over 20 countries and more than 70 cities across Asia, Australia, Europe, the Middle East and Africa.

Frasers Property is also the sponsor of two real estate investment trusts (“REITs”) and one stapled trust listed on the SGX-ST. Frasers Centrepoint Trust and Frasers Logistics & Commercial Trust are focused on retail, and industrial & commercial properties, respectively. Frasers Hospitality Trust (comprising Frasers Hospitality Real Estate Investment Trust and Frasers Hospitality Business Trust) is a stapled trust focused on hospitality properties. In addition, the Group has two REITs listed on the Stock Exchange of Thailand. Frasers Property (Thailand) Public Company Limited is the sponsor of Frasers Property Thailand Industrial Freehold & Leasehold REIT, which is focused on industrial & logistics properties in Thailand, and Golden Ventures Leasehold Real Estate Investment Trust, which is focused on commercial properties.

The Group is committed to inspiring experiences and creating places for good for its stakeholders. By acting progressively, producing and consuming responsibly, and focusing on its people, Frasers Property aspires to raise sustainability ideals across its value chain, and build a more resilient business. It is committed to be a net-zero carbon corporation by 2050. Building on its heritage as well as leveraging its knowledge and capabilities, the Group aims to create lasting shared value for its people, the businesses and communities it serves. Frasers Property believes in the diversity of its people and is invested in promoting a progressive, collaborative and respectful culture.

For more information on Frasers Property, please visit or follow us on LinkedIn.

Job Summary

As the Senior Manager of Brand Planning, Research & Insights, you will play a pivotal role in shaping the strategic direction of our brand and ensuring that our properties continue to deliver unparalleled guest experiences. You will be responsible for researching market trends, analyzing consumer behavior, and developing insights that drive brand strategy.

Job Description

Brand Strategy Development:

  • Develop and execute comprehensive brand strategies that align with the company's goals and values.
  • Oversee the development and implementation of brand plans for individual properties within the group.

Market Research and Analysis:

  • Conduct in-depth market research to identify emerging trends, competitive landscapes, and opportunities.
  • Analyze consumer insights and behavior to inform decision-making and enhance guest experiences.

Consumer Insights:

  • Develop and maintain a robust system for collecting and analyzing guest feedback and insights.
  • Translate consumer insights into actionable recommendations for improving products, services, and brand perception.

Competitive Intelligence:

  • Monitor and analyze competitors' strategies, marketing efforts, and guest satisfaction to identify areas for differentiation and improvement.

Cross-functional Collaboration:

  • Collaborate with marketing, sales, and operations teams to ensure brand consistency and alignment with business objectives.
  • Work closely with senior leadership to provide strategic guidance based on research and insights.

Key Qualification

  • Bachelor's degree in Marketing, Business, or a related field
  • Minimum of 8 years of experience in brand management, market research, or consumer insights
  • Experience in hospitality industry is advantageous
  • Strong analytical and research skills, with a proven track record of translating data into actionable insights
  • Exceptional leadership and team management abilities
  • Excellent communication and presentation skills
  • Creative and innovative mindset with a passion for brand strategy and development
  • Proficiency in industry-related software and tools

Diversity brings us closer to the communities we serve.

Guided by our Purpose, we are creating, inspiring, and nurturing an inclusive culture that unlocks the power of diverse teams to drive Frasers Property forward. Our values drive everything we do, which are core to creating safe places where everyone belongs, is mutually respected and feels empowered to be authentic at work. Working collaboratively makes us progressively stronger and better as an organization, which helps our people to thrive each day.