Content Optimisation & Experimentation:

• Build a continuous content optimisation programme informed by data, guest behaviour and experimentation.

• Partner with CRO, UX/UI, Product and Analytics teams to identify opportunities to improve digital journeys through better content.

• Define hypotheses and support A/B testing of messaging, page structures, calls-to-action and campaign content.

• Conduct regular content audits to identify outdated, duplicated, underperforming or unnecessary content.

• Develop clear recommendations based on performance insights rather than content volume alone.

AI-Enabled Content Operations

• Lead the adoption of AI and LLM capabilities within Mandai’s digital content workflow.

• Identify and prioritise high-value AI use cases across content ideation and optimisation, translation and localisation, website FAQs, lifecycle messaging, commerce copy, conversational content, and search/AEO optimisation.

• Develop prompt frameworks, content instructions and quality controls that allow teams to use generative AI consistently and responsibly.

• Evaluate emerging AI tools and recommend solutions that improve productivity without compromising brand quality, accuracy or governance.

• Partner with relevant teams to establish appropriate human review, data privacy and responsible-AI practices.

Translation & Localisation

• Establish and oversee Mandai’s digital translation and localisation strategy across priority languages and markets.

• Ensure translated content retains the intended meaning, tone, cultural relevance and brand voice rather than relying solely on literal translation.

• Develop scalable workflows combining translation technology, AI, professional translation services and human quality assurance.

• Partner with market and channel owners to improve localisation for audiences such as China and other priority visitor markets.

Content Governance & Operations

• Establish a clear digital content operating model covering content creation, review, approval, publishing, maintenance and retirement.

• Define content ownership and governance standards across different business units and digital platforms.

• Develop reusable templates, content guidelines, playbooks and workflows to improve efficiency and quality.

• Work with platform and technology teams to simplify content publishing workflows and empower appropriate business users to manage routine updates independently.

• Ensure critical guest information such as operating hours, closures, events, park advisories and commercial information remains accurate and timely across digital touchpoints.

Campaign & Lifecycle Content

• Partner with Marketing, Membership, Commercial and CRM teams to strengthen the strategic thinking behind digital campaigns and lifecycle communications.

• Challenge briefs to ensure each piece of content has a clear audience, objective, desired guest action, message hierarchy and measurement approach.

• Support the development of differentiated messaging for different audiences and lifecycle stages.

• Ensure campaign content connects coherently with the broader digital guest journey.

Content Analytics & Performance

• Define a content performance measurement framework in partnership with Data and Analytics teams.

• Use quantitative and qualitative insights to understand what guests are searching for, what content they consume, where they encounter friction, and what information drives action or conversion.

• Establish regular reporting and content health reviews.

• Translate insights into clear optimisation actions for content owners and business stakeholders.

Stakeholder & Agency Management

• Act as the digital content centre of excellence and trusted advisor to internal stakeholders.

• Work closely with Marketing, Brand, Sales, Membership, Education, Retail, F&B, Park Operations, Product, UX/UI, Technology and Data teams.

• Manage relevant agencies, technology vendors and content partners where required.

• Provide constructive challenge to stakeholders and agencies to ensure content recommendations are grounded in guest needs, business objectives and digital best practices.

Team Leadership & Capability Building

• Lead and develop digital content team members, providing direction, coaching and clear performance expectations.

• Build stronger digital content capabilities across Mandai through training, playbooks and knowledge sharing.

• Encourage a culture of curiosity, experimentation, data-driven decision-making and continuous improvement.

• Keep abreast of developments in digital content, AI, search, personalisation, UX writing and content technology, and translate relevant trends into practical opportunities for Mandai.

Job Requirements: 

• Degree in Marketing, Communications, Digital Media, Business or a related discipline.

• Approximately 8–12 years of experience in digital content, content strategy, digital marketing, digital product or related fields.

• Must have prior people-management experience, with responsibility for at least one direct report, including coaching, performance management, development planning and day-to-day team leadership.

• Demonstrated ability to lead a team, set priorities, allocate work and provide clear direction while ensuring delivery against business objectives.

• Strong experience developing and implementing digital content strategies across complex websites or digital ecosystems.

• Strong understanding of digital customer journeys, UX principles, SEO and content optimisation.

• Experience using analytics and behavioural insights to inform content decisions.

• Familiarity with CMS platforms such as Adobe Experience Manager or equivalent enterprise content platforms.

• Good understanding of generative AI and LLM applications within content workflows.

• Experience in translation, localisation or multi-market content operations would be advantageous.

• Exposure to experimentation, CRO, CRM/lifecycle marketing, conversational platforms or personalisation would be advantageous.