📌 Core Information
🔹 Job Title: Head of Marketing & Digital, Retail
🔹 Company: Frasers Property
🔹 Location: Singapore
🔹 Job Type: Full-time, On-site
🔹 Category: Real Estate, Retail
🔹 Date Posted: May 26, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Spearheading marketing and community investment campaigns across the retail portfolio
- Developing and enhancing the FRx loyalty programme and other digital initiatives
- Driving brand recall, footfall, and retail sales conversion across 10 malls in Singapore
- Leveraging digital ecosystems for business growth and improving customer loyalty
- Ensuring alignment with corporate strategy, community investment frameworks, and purpose-driven marketing
ASSUMPTION: This role requires a strategic and innovative mindset, with a strong focus on both offline and online marketing channels to drive business growth and enhance customer experience.
📋 Key Responsibilities
✅ Enhance mall performance and customer loyalty through integrated marketing campaigns
✅ Develop annual marketing plans and budgets, optimizing portfolio marketing budgets for NPI
✅ Foster collaboration among cluster marketing teams to derive economies of scale and marketing efficiency
✅ Improve brand equity, engagement, and reach through proactive storytelling across marketing channels
✅ Elevate service promise across malls to strengthen community connection and build brand equity
✅ Champion purpose-driven marketing and community engagement, focusing on inclusion and sustainability
✅ Drive digital transformation for the retail business in Singapore, developing and enhancing the FRx digital ecosystem
✅ Monitor, review, and sustain a rewarding customer experience through FRx's frictionless retail ecosystem
✅ Optimize business growth through strategic partnerships and a progressive digital roadmap
✅ Empower center management and marketing teams through data analytics to drive promotional campaigns and business planning
✅ Develop and maintain internal controls and processes for marketing and digital functions, mitigating risk and ensuring compliance
✅ Build and develop an agile team with cross-functional competencies to support marketing and digital roles
ASSUMPTION: This role involves a high level of strategic planning, project management, and stakeholder engagement, requiring strong leadership and communication skills.
🎯 Required Qualifications
Education: Degree in Marketing, Mass Communications, Business, or related fields
Experience: 12 years in a marketing role in the retail industry or real estate
Required Skills:
- Proven track record in retail marketing and digital initiatives
- Strong project management and prioritization skills
- Comfortable with ambiguity and a natural problem solver
- Excellent interpersonal and communication skills
- Keen eye for detail and strong verbal and written communication skills
Preferred Skills:
- Experience in real estate marketing or a related field
- Fluency in additional languages (e.g., Mandarin, Bahasa Indonesia)
ASSUMPTION: Given the strategic nature of this role, candidates with extensive marketing experience in the retail or real estate industry are likely to be most successful.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Head of Marketing role in Singapore with 10+ years of experience, the estimated salary range is SGD 180,000 - 250,000 per annum.
Benefits:
- Competitive benefits package
- Opportunities for professional growth and development
- Working in a dynamic and progressive real estate organization
Working Hours: Full-time, 40 hours per week, with flexibility for remote work as needed
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Frasers Property is a multinational real estate company with a focus on retail, hospitality, industrial, residential, and commercial properties. The company operates in Southeast Asia, Australia, the EU, the UK, and China.
Company Size: Frasers Property has 5,001-10,000 employees globally, with a significant presence in Singapore.
Founded: Frasers Property was founded in 1988 and is headquartered in Singapore.
Company Description:
- Frasers Property is a multinational investor-developer-manager of real estate products and services across the property value chain
- The company operates in five asset classes and has businesses in multiple countries across Asia, Australia, Europe, the Middle East, and Africa
- Frasers Property is committed to inspiring experiences and creating places for good for its stakeholders, focusing on sustainability and responsible business practices
Company Specialties:
- Real estate investment, development, and management
- Retail, hospitality, industrial, residential, and commercial properties
- Sustainable and responsible business practices
Company Website: http://www.frasersproperty.com
ASSUMPTION: Frasers Property's extensive experience and global presence provide a strong foundation for growth and innovation in the retail sector.
📊 Role Analysis
Career Level: This role is a senior leadership position, reporting directly to the Head of Retail.
Reporting Structure: The Head of Marketing & Digital, Retail will oversee the marketing and digital teams across the retail portfolio in Singapore.
Work Arrangement: This role is primarily on-site, with flexibility for remote work as needed.
Growth Opportunities:
- Potential to expand the role's scope and influence as the retail business grows
- Opportunities to work on high-impact projects and drive strategic initiatives
- Possibility to progress into a more senior role within the organization, such as Head of Retail or a regional leadership position
ASSUMPTION: This role offers significant growth potential, both in terms of personal development and career progression.
🌍 Location & Work Environment
Office Type: Frasers Property's Singapore headquarters is a modern, collaborative workspace.
Office Location(s): 438 Alexandra Road, Alexandra Point, Singapore, 119958
Geographic Context:
- Singapore is a major commercial hub and global city with a strong retail sector
- The retail portfolio spans 10 malls across Singapore, with a diverse range of tenants and shoppers
- The company's headquarters is located in the Alexandra Point business park, with easy access to public transportation and amenities
Work Schedule: The role requires a standard full-time work schedule, with flexibility for remote work as needed.
ASSUMPTION: The modern office environment and central location provide an ideal workspace for collaboration and productivity.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- In-depth interviews with the Head of Retail and other senior stakeholders
- Final round with the CEO or another senior executive
Key Assessment Areas:
- Strategic thinking and planning
- Marketing and digital expertise
- Leadership and team management skills
- Communication and presentation skills
- Alignment with company values and culture
Application Tips:
- Tailor your resume and cover letter to highlight your relevant marketing and retail experience
- Demonstrate your understanding of Frasers Property's business and the retail industry in Singapore
- Prepare examples of your past marketing campaigns and their outcomes to discuss during the interview
- Research Frasers Property's company culture and values to show your fit for the organization
ATS Keywords: Retail marketing, digital initiatives, customer loyalty, brand management, project management, data analytics, stakeholder management, budget management, event management, problem-solving, communication, team building, customer experience, sustainability, inclusion
ASSUMPTION: Frasers Property's interview process is designed to assess candidates' strategic thinking, marketing expertise, and cultural fit for the organization.
🛠️ Tools & Technologies
- Marketing automation and CRM platforms (e.g., Salesforce, HubSpot, Marketo)
- Social media management tools (e.g., Hootsuite, Buffer, Sprout Social)
- SEO and analytics tools (e.g., Google Analytics, SEMrush, Ahrefs)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- Design and creative tools (e.g., Adobe Creative Suite, Canva, Sketch)
ASSUMPTION: Familiarity with relevant marketing and project management tools is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Inspiring experiences, creating places for good
- Progressive and responsible business practices
- Collaboration and teamwork
- Integrity and accountability
Work Style:
- Dynamic and fast-paced work environment
- Collaborative and team-oriented culture
- Focus on innovation and continuous improvement
- Strong emphasis on sustainability and responsible business practices
Self-Assessment Questions:
- How do you align with Frasers Property's purpose of 'Inspiring experiences, creating places for good'?
- How comfortable are you working in a dynamic, collaborative, and fast-paced work environment?
- How do you approach continuous learning and professional development in your role?
ASSUMPTION: Frasers Property values candidates who demonstrate a strong cultural fit, with a focus on collaboration, innovation, and sustainability.
⚠️ Potential Challenges
- Managing multiple marketing campaigns and projects simultaneously
- Balancing the needs of various stakeholders, including tenants, shoppers, and the broader community
- Adapting to a dynamic and evolving retail landscape, with a focus on digital transformation
- Ensuring alignment with corporate strategy, community investment frameworks, and purpose-driven marketing
ASSUMPTION: These challenges require strong leadership, strategic planning, and adaptability to succeed in this role.
📈 Similar Roles Comparison
- Compared to other Head of Marketing roles in the retail industry, this position offers a broader scope, with a focus on both offline and online marketing channels
- Frasers Property's extensive retail portfolio and global presence provide unique opportunities for growth and innovation
- Career progression in this role could lead to more senior leadership positions within the organization or the broader real estate industry
ASSUMPTION: This role offers a unique combination of strategic leadership, marketing expertise, and global exposure, setting it apart from similar positions in the industry.
📝 Sample Projects
- Developing and executing a comprehensive marketing campaign to launch a new retail mall in Singapore
- Implementing a customer loyalty program, such as FRx, to drive repeat visits and increase sales conversion
- Collaborating with strategic partners to optimize campaign efficiency and capture a wider target audience
ASSUMPTION: These sample projects demonstrate the strategic and innovative nature of the role, focusing on driving business growth and enhancing customer experience.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days?
- How does this role fit into the broader retail strategy and organization structure?
- What are the most significant challenges facing the retail business in Singapore, and how can this role address them?
- How does Frasers Property support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) for this role, and how will success be measured?
ASSUMPTION: Asking these questions demonstrates your interest in the role and commitment to driving success within the organization.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant marketing and retail experience
- Prepare examples of your past marketing campaigns and their outcomes to discuss during the interview
- Research Frasers Property's company culture and values to show your fit for the organization
- Follow up with the HR department one week after submitting your application to inquire about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
