Senior Manager, Digital Content Strategy
Mandai Wildlife Group
Mandai Wildlife Group is the steward of Mandai Wildlife Reserve, a unique wildlife and nature destination in Singapore that is home to world-renown wildlife parks which connect visitors to the fascinating world of wildlife. The Group is driving an exciting rejuvenation plan at Mandai Wildlife Reserve, adjacent to Singapore’s Central Catchment Nature Reserve, that will integrate five wildlife parks with distinctive nature-based experiences, green public spaces and an eco-friendly resort.
Job Duties and Responsibilities:
The Senior Manager, Digital Content Strategy will lead the strategy, governance and optimisation of digital content across Mandai Wildlife Group’s guest-facing digital ecosystem.
This role is responsible for ensuring that digital content is guest-centric, discoverable, consistent, measurable and scalable across platforms such as mandai.com , Mandai mobile app, conversational channels, CRM/lifecycle communications and other emerging digital touchpoints.
Beyond managing content delivery, the role will establish the frameworks, processes and capabilities required to evolve Mandai from a largely information-led content model towards a data-informed, journey-led and increasingly personalised digital experience.
The role will also champion the responsible adoption of AI and Large Language Models (LLMs) to improve content productivity, localisation, optimisation and discoverability.
Digital Content Strategy:
Develop and own Mandai’s overarching digital content strategy across key guest-facing platforms and channels.
Translate business, marketing and guest experience objectives into clear content strategies and priorities.
Define the role of content across the guest journey — from inspiration and trip planning to purchase, in-park experience, membership engagement and post-visit relationship building.
Establish content principles, frameworks and standards to ensure a consistent Mandai experience across platforms.
Identify opportunities to evolve content from primarily informational communications towards more contextual, actionable and journey-led experiences.
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.
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