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About the Role

This position sits within Mandai X, the venture-building and growth accelerator division of Mandai Wildlife Group. It is a leadership marketing role for Ranger Buddies, focused on building a children-oriented edutainment intellectual property, expanding brand recognition, and driving both engagement and revenue.

The role calls for a strategic yet practical marketer who can operate effectively in a lean environment. You will need to balance long-term brand development with immediate commercial outcomes, while making thoughtful decisions to achieve the highest impact from limited resources.

The work combines brand strategy, campaign leadership, on-ground activation, and cross-functional coordination. You will collaborate closely with teams across sales, partnerships, content, operations, and leadership to shape the growth path of Ranger Buddies.

Integrated Marketing, Brand Building, and Growth

Set and manage the full marketing direction for the Ranger Buddies portfolio, covering brand, awareness, performance, and experiential activity.
Develop a clear positioning and story for Ranger Buddies as a children-focused edutainment IP.
Maintain a consistent brand presence across campaigns, experiences, partnerships, and physical activations.
Strengthen the Ranger Buddies brand over time while also supporting immediate growth priorities.
Plan and deliver brand and awareness campaigns aimed at families with young children.
Create go-to-market plans for new experiences, programmes, and activations.
Use owned, earned, and paid channels effectively, with an emphasis on efficient and high-impact execution.
Work with content and creative teams to shape storytelling, characters, and narratives within the Ranger Buddies universe.

Experiential Marketing and Revenue Support

Lead hands-on marketing initiatives for events, activations, and other live touchpoints.
Coordinate with operations and partnerships teams so marketing is integrated into live experiences and attractions.
Manage field marketing, community outreach, experiential activities, and partner-led campaigns.
Ensure marketing activity contributes to attendance, participation, and conversion objectives.
Support revenue-generating initiatives through targeted marketing efforts in collaboration with sales and partnerships.
Allocate effort between brand building and performance-driven work in a way that fits business priorities.
Handle budgets carefully and creatively, maximizing return on investment in a constrained spending environment.
Identify affordable growth opportunities through partnerships, collaborations, and co-marketing.

Collaboration and Performance Management

Act as the main marketing contact for stakeholders across internal functions and external partners.
Work with agencies, vendors, and collaborators to deliver connected marketing programmes.
Provide clear direction, priorities, and working frameworks to align all involved teams.
Define key performance indicators across awareness, brand health, engagement, and revenue contribution.
Track campaign outcomes and improve future plans using data and insights.
Prepare post-campaign reviews and share learnings to guide future investment and execution.

Role Outcomes

Higher awareness, affinity, and engagement among target family audiences.
Stronger recognition of Ranger Buddies as a children-focused IP.
Marketing support that contributes to attendance, participation, and revenue.
Effective activations delivered within budget limits.
Strong alignment and smooth execution across campaigns and experiences.
Growth in owned digital audiences through social media followers and engagement, as well as larger first-party databases such as email lists, memberships, registrations, and sign-ups.

Qualifications

A bachelor’s degree in Marketing, Communications, Business, or a related subject.
8 to 12 years of experience in integrated marketing, brand marketing, or growth-focused roles.
Experience creating and managing consumer brands or intellectual property, ideally in children, family, education, or edutainment settings.
Background in attractions, experiential entertainment, theme parks, museums, or live experiences is a strong advantage.
Good understanding of how to market to families with young children in Singapore and/or regional markets.

Job Requirements

Ability to design and deliver integrated marketing plans across brand, awareness, and activation.
Strong grasp of children’s branding and IP development.
Proven ability to support both brand-building and revenue objectives at the same time.
Comfort working in lean teams and fast-paced environments with a very practical, hands-on approach.
Strong project management skills and the ability to juggle several initiatives at once.
Excellent communication and stakeholder management abilities.
Creative, resourceful, and data-led, with experience delivering strong results under budget constraints.
Entrepreneurial mindset, self-drive, and a genuine interest in purpose-led brands and social impact.

Success Metrics

Performance will be measured by growth in brand awareness, affinity, and engagement; stronger development of Ranger Buddies as a recognizable children’s IP; marketing contribution to attendance, participation, and revenue; disciplined delivery within budget; and strong collaboration across teams and partners.

Additional Information

This position is for a full-time, onsite role in Singapore and is employed under Mandai X.

Lead, Marketing (Edutainment)

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