Head of Marketing

Head of Marketing

FriedRice Experience | Singapore

The Role

FriedRice Experience (FRX) is looking for a  Head of Marketing to lead how our experiences are positioned, launched and grown — from the first campaign idea through audience acquisition, ticket sales, CRM and long-term brand building.

Our portfolio spans different experiences and IPs, each with its own identity and audience. You will turn what makes each one compelling into marketing that is both creative and commercially effective, while building recognition of FRX as the platform behind them.

This is a senior, hands-on leadership role. You will set the strategy, stay close to the work, and lead a focused team supported by agency and specialist partners.

Reports to: Chief Executive Officer

What You Will Do

1. Lead the Team and Partners

• Lead a focused marketing team and shape its structure as our portfolio grows.
• Recruit, coach and develop high performers.
• Decide which capabilities sit in-house and which are best supported by agencies and specialist partners.
• Set clear standards for accountability, quality and performance.

2. Drive Strategy, Audience Growth and Ticket Sales

• Own the marketing strategy for FRX and each experience, including positioning, audience strategy and go-to-market plan.
• Turn visitor and commercial targets into marketing plans across digital, CRM, partnerships, PR and content.
• Own marketing budgets and allocate resources based on performance and opportunity.
• Track ticket-sales performance, acquisition cost, conversion and marketing effectiveness, and act quickly on what the data shows.
• Develop a repeatable marketing model that can be adapted to other markets.

3. Grow CRM and Customer Intelligence

• Lead the growth of FRX’s first-party customer database and CRM capability.
• Drive segmentation, retention, re-engagement and cross-selling between experiences.
• Use customer and campaign data to guide future marketing decisions.

4. Lead Brand, Creative and Partnerships

• Set a high creative standard across all FRX marketing.
• Ensure each experience keeps its own strong identity while strengthening recognition of FRX.
• Write strong briefs and lead creative, media, PR and content partners.
• Build partnerships across tourism, hospitality, travel, lifestyle, retail and other relevant sectors to reach both Singapore residents and international visitors.

What Success Looks Like in the First 12 Months

• Clear marketing strategy and annual plan in place for each experience.
• Agreed audience-growth, ticket-sales and acquisition targets established and actively managed.
• CRM and first-party database delivering working segmentation and re-engagement.
• A strong internal team and effective agency partner network in place.
• Marketing performance dashboard reviewed regularly, with clear actions taken from the data.
• A repeatable marketing playbook established for future experiences and markets.

What We Are Looking For

• 10+ years of experience across consumer marketing, growth, brand or integrated campaigns, including  at least 3 years leading teams and significant marketing programmes .
• Proven experience building, leading and developing marketing teams.
• Strong creative and strategic judgement, with a commercial mindset and accountability for audience and ticket-sales performance.
• Good grounding in digital acquisition, performance marketing, CRM and customer data.
• Experience managing agencies, partners and significant marketing budgets.
• Hands-on and entrepreneurial: comfortable staying close to campaign execution, reading dashboards and briefing agencies directly.
• Ability to work across different brands, IPs and audience segments.
• Knowledge of Singapore and Asian consumer markets is an advantage.

Candidates may come from creative or integrated agencies, entertainment, attractions, tourism, technology platforms, lifestyle businesses or major consumer brands. Exhibition experience is an advantage but not essential.

The Profile

Team builder • Marketing strategist • Creative thinker • Growth marketer • Commercial leader