Lead, Marketing (Edutainment)

Role summary

This position sits within Mandai X, the venture-building and growth unit of Mandai Wildlife Group. The team is focused on creating ventures that influence attitudes, choices, and behaviours at scale, with the broader goal of inspiring people to value and protect nature.

The hiring team is looking for a confident and hands-on Marketing Lead, or Senior Marketing Lead, to shape and manage integrated marketing across the Ranger Buddies portfolio. The role is central to expanding the brand, increasing awareness and affinity among families with young children, and delivering marketing activity that supports experiences, participation, and revenue.

The ideal person will bring experience in children’s brands, IP development, attractions, experiential entertainment, education, or family-oriented consumer businesses. Because the environment is lean and budget-conscious, the role calls for someone who can make smart trade-offs, protect long-term brand value, and still drive near-term business results.

This is a cross-functional leadership role that partners closely with sales, partnerships, content, operations, and senior leadership to help shape the future growth of Ranger Buddies.

Integrated marketing and brand leadership

• Lead the full marketing strategy for the Ranger Buddies portfolio, covering brand development, awareness, performance marketing, and experiential activity.
• Create and refine the brand positioning and story for Ranger Buddies as a children’s edutainment IP.
• Maintain a consistent brand presence across campaigns, experiences, partnerships, and on-ground activations.
• Strengthen and protect the Ranger Buddies IP while supporting both long-term equity and immediate growth targets.

Brand growth and awareness

• Plan and launch brand campaigns that expand reach, trust, and consideration among families with young children.
• Build go-to-market plans for new experiences, programmes, and activations.
• Use owned, earned, and paid channels effectively, with an emphasis on efficient, high-impact execution.
• Work with content and creative teams to shape engaging stories, characters, and narratives within the Ranger Buddies universe.

Experiential and tactical marketing execution

• Drive on-ground marketing plans for Ranger Buddies activations, events, and experiential touchpoints.
• Coordinate with operations and partnerships teams so that marketing is embedded smoothly into live experiences and attractions.
• Manage field marketing activity such as community outreach, experiential activations, and partner-led campaigns.
• Ensure campaigns are designed to lift attendance, participation, and conversion.

Revenue support and budget management

• Work with sales and partnerships teams on marketing support for revenue-generating initiatives.
• Balance spend between brand-building work and performance-driven activity.
• Manage budgets carefully and creatively to achieve strong return on investment in a limited-budget setting.
• Identify low-cost growth opportunities through partnerships, collaborations, and co-marketing.

Stakeholder management and collaboration

• Act as the main marketing contact for internal teams across sales, partnerships, content, operations, and leadership.
• Coordinate with agencies, vendors, and external partners to deliver integrated campaigns.
• Provide clear direction, structures, and priorities to keep all stakeholders aligned.

Measurement and optimisation

• Set and monitor KPIs covering brand health, awareness, engagement, and revenue contribution.
• Review campaign results and improve future plans using data and insights.
• Prepare post-campaign reviews and share learnings to guide future decisions and investments.

Success outcomes

Success in this role will be reflected in stronger brand awareness, affinity, and engagement among the target family audience; the growth and recognition of Ranger Buddies as a strong children-focused IP; stronger attendance, participation, and revenue outcomes from marketing activity; disciplined delivery within budget; and effective collaboration across teams.

Qualifications and experience

• A bachelor’s degree in Marketing, Communications, Business, or a similar field is required.
• Between 8 and 12 years of experience in integrated marketing, brand marketing, or growth-focused roles is expected.
• Experience building and managing consumer brands or IPs is preferred, especially in children’s, family, education, or edutainment environments.
• Exposure to attractions, experiential entertainment, theme parks, museums, or live experiences would be a strong advantage.
• A solid understanding of how to market to families with young children in Singapore and/or regional markets is needed.

Role requirements

• Proven ability to plan and deliver integrated marketing strategies across brand, awareness, and tactical activation.
• Strong grasp of children’s branding and IP development.
• Ability to balance brand-building priorities with revenue and performance goals.
• Comfort working in lean, fast-moving environments with a practical, execution-first mindset.
• Strong project management skills and the ability to juggle multiple initiatives at once.
• Excellent communication and stakeholder management skills with cross-functional experience.
• Creative, resourceful, and data-led approach with a track record of doing more with limited budgets.
• Entrepreneurial, self-driven, and motivated by purpose-led brands and social impact.

Additional information

This role is based in Singapore and is an on-site full-time position. The salary was not specified in the source information. The listing did not provide details on openings, start date, or application deadline.