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Advertised on: 21 Dec 2020

Head, Emerging Products (Product Brand & Go to Market)


Mandai Park Holdings (MPH) is driving the rejuvenation of Mandai Precinct into an integrated nature and wildlife destination, through its development arm, Mandai Park Development (MPD). As champions for Wildlife, we lead actions to protect them, inspire a love for wildlife and spark a sense of wonder in everyone, regardless of our roles.
Come 2024, we will add a new Bird Park, a Rainforest Park, nature themed indoor attraction and Eco-resort as part of our Mandai rejuvenation plan. If you are self-driven, and looking for growth and new challenges, we want you to be part of our team.


As part of our transformation, we are building a global product ecosystem to evolve from a physical precinct into an impactful and relevant everyday brand. The end goal is to transform our engagement with families globally, through the development of a suite of digital and phygital consumer products that will delight families daily outside of our wildlife parks, to fulfil our Planet, People and Performance goals.

Operating within an internal start up with a “get it done” culture with lean resources, the incumbent is a strategic leader who will lead and drive all aspects of product brand and marketing strategy and execution as we go to market with our various products and platforms. As a senior leader of the team, he/she will also be responsible for identifying and executing upon new, exciting and scalable growth opportunities.



Main Duties and Responsibilities:


Build globally loved brands

The incumbent will develop the overall product ecosystem brand strategy in alignment with the Mandai Master Brand, including but not limited to the setting of brand vision / promise / belief / personality, product brand architecture, logos and visual identities, brand assets and brand guidelines, for a suite of products.


He/she will leverage deep understanding of consumer preferences and trends, coupled with a strong understanding of the competitive landscape, to develop differentiated product positioning and cut-through messaging of product features and benefits of our suite of products, across all internal and external communications across various stakeholder groups.


In addition, the role will partner product teams to build brand love, ensuring that continual product development and experience design efforts are in alignment with the brand strategy and exceed expectations in terms of the product vision and promise.


Best-in-class Go to Market Engine

As new products are created and needing to be brought to market in the most impactful way, the incumbent will lead the development and implementation of product launches. He/she will drive cohesive and impactful omni-channel communications and marketing plans to achieve business goals, with a focus on social and content marketing.


This includes driving the entire marketing funnel – from awareness through to purchase and advocacy, involving developing marketing plans, management of budget, setting up marketing performance metrices in alignment with business goals, planning and execution launches and campaigns, regular product marketing reporting, and continuous data-driven optimisation of marketing initiatives.


The incumbent will also support all market-facing B2C and B2B communication touch points, including B2B and partner enablement through the development of appropriate messaging, materials and toolkits.


The individual will work with agency partners initially, while building up internal capabilities. 



·         12+ years of leadership experience in brand and marketing, with significant experience in new product launches.

·         Track record of managing the end to end process for new product brand development and go to market campaigns.

·         Demonstrated success in creating omnichannel marketing campaigns and programs with measurable results.

·         Respected leader who has strong experience in building and leading high performing teams, yet has the ability to function as an individual contributor if required.

·         Creative problem solver who can amplify the impact of lean resources.

·         Strong project management skills with the ability to work well in a team environment.

·         Self-starter with tenacity and drive to lead and execute upon multi-year projects.

·         Strong interpersonal skills and ability to collaborate and influence cross-functionally.

·         Excellent presentation and written communication skills

·         Thrives in a fast-paced environment, loves pushing the boundaries and with a love for speed and agility


Specialization : Administration / Support Function
Type of Employment : Permanent
Minimum Experience : 12
Work Location : WRS Corporate Office