This role is hired under Mandai X, the growth accelerator and venture building arm of Mandai Wildlife Group.­­­­­­­­­­­­­­­­­­

We live in a world where the delicate balance with nature has been disrupted. Reversing this trend will require a global effort of unprecedented speed and scale.

An impossible task alone.

Which is why we challenge ourselves to reach 1 billion consumers, as potential for change can only happen when many come together.

And this is where Mandai X can make a difference. Working to influence changes in attitudes, decisions and behaviours.

Leveraging over 50 years of experience in inspiring people to value and protect nature as part of the Mandai Wildlife Group, our efforts will spark, catalyse and accelerate innovative ventures in completely new domains to drive growth and impact beyond boundaries. Eliminating the well-entrenched trade-offs faced between commercial, human and the planet’s wellbeing; and blending everything together so that these usual conflicts faced are aligned.

We will redefine what a better life means; and unleash humanity’s collective power to make this change through impactful ventures that enable and empower individuals and companies with everyday choices that not only help them, but also make the world a better place at the same time.

Welcome to Mandai X.

Lead/Senior Lead, Marketing (Edutainment)
Role Overview

Ranger Buddies is seeking a bold, strategic, and hands-on Marketing Lead (or Senior Marketing Lead) to own and drive integrated marketing across the Ranger Buddies portfolio.

This role will be responsible for building and scaling the Ranger Buddies brand and IP, growing awareness and affinity among families with young children, and delivering tactical, experiential marketing activations that directly support Ranger Buddies’ mission, experiences, and revenue objectives.

The ideal candidate has a strong understanding of children-focused IP and brand building, with experience across attractions, experiential entertainment, education, or family-centric brands. Operating in a lean, resource-constrained environment, this role requires a marketer who can thoughtfully balance long-term brand building with short-term revenue generation, making smart trade-offs and maximizing impact from limited budgets.

This role combines strategic brand leadership with executional excellence and will work closely with sales, partnerships, content, operations, and leadership teams to shape the growth trajectory of Ranger Buddies.

Job Duties and Responsibilities:
Integrated Marketing Strategy & Brand Leadership

• Own and develop the end-to-end marketing strategy for the Ranger Buddies portfolio, spanning brand, awareness, performance, and experiential marketing.

• Define and articulate a clear brand positioning and narrative for Ranger Buddies as a children-focused edutainment IP.

• Ensure consistent brand expression across all touchpoints, including campaigns, experiences, partnerships, and on-ground activations.

• Build and steward the Ranger Buddies IP, ensuring long-term brand equity while supporting near-term growth goals.
  

Brand Building & Awareness Growth

• Design and execute brand and awareness campaigns that grow reach, consideration, and trust among families with young children.

• Develop go-to-market strategies for new experiences, programmes, and activations.

• Identify and leverage owned, earned, and paid channels effectively, with a strong emphasis on high-impact, cost-efficient execution. (e.g. leverage on Mandai Wildlife Group)

• Collaborate with content and creative teams to develop compelling storytelling, characters, and narratives aligned with the Ranger Buddies universe.
  

Tactical & Experiential Marketing Execution

• Lead tactical, on-ground marketing initiatives to support Ranger Buddies activations, events, and experiential touchpoints.

• Work closely with operations and partnerships teams to ensure marketing is seamlessly integrated into live experiences and attractions.

• Oversee planning and execution of field marketing efforts, including community outreach, experiential activations, and partner-led campaigns.

• Ensure marketing efforts directly support attendance, participation, and conversion goals.
  

Revenue Enablement & Budget Stewardship

• Partner closely with sales and partnerships teams to support revenue-generating initiatives through targeted marketing strategies.

• Balance investment between long-term brand building and short-term performance and conversion-driven activities.

• Manage marketing budgets with discipline, creativity, and accountability, maximizing ROI in a limited-budget environment.

• Identify innovative, low-cost growth levers, including partnerships, collaborations, and co-marketing opportunities.
  

Stakeholder & Cross-Functional Collaboration

• Be the key point of contact for internal stakeholders across sales, partnerships, content, operations, and leadership.

• Collaborate with partners, agencies, and external vendors to deliver integrated marketing initiatives.

• Provide clear marketing direction, frameworks, and priorities to ensure alignment across teams.
  

Performance Measurement & Optimization

• Define and track marketing KPIs across brand health, awareness, engagement, and revenue contribution.

• Monitor campaign performance and continuously optimize strategies based on data and insights.

• Prepare post-campaign analyses and share learnings to inform future planning and investment decisions.
  

Success Metrics

• Growth in brand awareness, affinity, and engagement among target family audiences.

• Successful development and recognition of Ranger Buddies as a strong children-focused IP.

• Contribution of marketing initiatives to attendance, participation, and revenue outcomes.

• Effective delivery of marketing activations within budget constraints.

• Strong cross-functional alignment and execution excellence across campaigns and experiences.

Job Qualifications:

• Bachelor’s degree in Marketing, Communications, Business, or a related field.

• Growth in owned digital audiences through increased social media followers and engagement across priority platforms, alongside expansion of first-party databases including email, membership, registrations, and sign-ups.

• Minimum 8–12 years of experience in integrated marketing, brand marketing, or growth roles.

• Experience building and managing consumer brands or IPs, preferably in children, family, education, or edutainment sectors.

• Experience working with attractions, experiential entertainment, theme parks, museums, or live experiences is a strong advantage.

• Strong understanding of marketing to families with young children in the Singapore and/or regional market.
  

Job Requirements:

• Proven ability to develop and execute integrated marketing strategies across brand, awareness, and tactical activation.

• Strong understanding of children-focused branding and IP development.

• Demonstrated ability to balance brand building with revenue and performance objectives.

• Hands-on, execution-oriented mindset, comfortable operating in lean teams and fast-moving environments.

• Strong project management skills with the ability to manage multiple initiatives simultaneously.

• Excellent communication and stakeholder management skills, with experience working cross-functionally.

• Creative, resourceful, and data-driven, with a track record of maximizing impact with limited budgets.

• Entrepreneurial and self-motivated, with a passion for purpose-driven brands and social impact.