Lead, Marketing (Edutainment)

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.