Charmaine is a Marketing graduate from the Singapore University of Social Sciences who is passionate about the dynamic and ever-changing media industry.
Grab is Southeast Asia’s leading superapp that provides everyday services such as mobility, deliveries (food, packages, groceries), mobile payments and financial services to millions of Southeast Asians.
Grab aims to use technology to empower its communities and elevate the quality of life for everyone.
1. Trust that you will have a safe ride
Travel with confidence knowing that Grab’s top priority is your safety. From driver safety training and vehicle safety checks, to personal accident insurance coverage for all our drivers and passengers and government partnerships to promote safety, you know we have your back.
2. Take the transport option that fits your need
We put freedom in your hands. The most transport options, at every price point, with comfort, speed and affordability – you can have it all at the touch of a button.
3. Let us take care of you
We believe that a sustainable business is one that improves the lives of the people it touches – passengers, drivers, employees, governments and society at large.
Life at Grab is all about positive disruption – and yes, crazy days are part of that package too. Still, that’s never stopped a Grabber from having fun. In fact, it’s what keeps us motivated to shake things up further.
Life as a Grabber means succeeding in a culture of passion and innovation. We are hungry to make a difference, and recognise that good decisions often come from the heart. We are humbled by our communities, and are proud to serve them with honour. We come from all over the world, united by a common goal to make life better everyday for our users.
If you share our mission of Driving Southeast Asia Forward, apply to be part of the team today!
We are looking for a Senior Strategist in Regional Brand, Social, Partnerships Marketing, who is strong with an integrated brand and comms planning background. This role will oversee 1 mid-level strategist.
Tell us about making a brand more loved, positioning a new product, putting a creative twist on promotions, improving positive sentiment. We’re a lean team of creative and strategic thinkers, in service of shaping the Grab brand into a loveable powerhouse in SE Asia. We’re guardians of the Grab positioning and voice and are also responsible for campaigns/initiatives that build a consistent yet locally relevant brand.
You'll be involved across the entire spectrum of Grab regional marketing activities - from consumer brand positioning to demand stimulation in new Grab verticals to corporate social reputation to empowering our merchant partners’ success - so your approach to marketing problems needs to be equal parts logic and magic, rigour and imagination.
Like all great planners, your problem-solving mind applies itself not just in advertising creativity but unlocking improvements in different parts of the communications process - you enjoy finding insights in the numbers everyone else misses, you also have the ability to make creative briefs sing, you feel confident overseeing media strategy and cross-channel efficiency.
Job scope & rough time spent:
40% Brand Strategy Lead - You will need to work closely with the Regional Social Impact, Public Affairs, PR teams to design and execute brand strategies and initiatives to enhance our corporate reputation, and bring alive our social mission.
40% Marketing Communications and Campaigns Go-to-Market Planning Lead – work with vertical business and product marketing teams to design highly effective multi-channel campaigns across traditional and digital media (includes but not limited to assisting with creative brief, media strategy and selection, campaign budget allocation, audience targeting, flighting strategies, ad formats and ad optimizations). Deeply understands the business objectives of each marketing initiative and helps the rest of the team translate these into meaningful creative and media briefs.
10% Traditional Media, Digital Media and Social Strategy Lead - drive better strategy in media, media performance and measurement. This includes setting Internal Communications policies and prioritisations by measuring the right metrics that matter, and improving tagging/tracking/testing and learning. In this more technical area, you will need to have some fluency in media planning performance metrics (especially digital) but you are not alone; you will have the support of regional media experts in traditional, digital and social.
10% Marketing Improvement and Innovation Lead Develop and enforce forward planning processes, cadences and continuous learning agendas together with cross-functional experts and stakeholders. Build a strong learning mindset in the team and institutionalize test and learn processes to continuously get smarter with every campaign, a team that finds new insights and ways to consistently scale learnings so our marketing gets better with every learning.
The Successful Applicant:
Highly experienced Brand and Comms Planning Expert: you would already have a great portfolio of work across the spectrum of communications: brand repositioning, new product launches, interesting comms twist on sales promotions, turning insights into ideas.
Cross-media subject matter expertise: Demonstrate strong knowledge of media and how (especially all forms of digital - display, search, social, programmatic, content and influencer marketing). You’ve got hands-on experience in audience targeting, trigger and event-based signals, and also be able to give practical working guidance as to these limitations. Can advise generalist marketing teams on which types of targeting work best for what kinds of media/products/audiences/campaign types.
Bring an informed POV about marketing effectiveness measurements – especially how to link marketing metrics more closely with business outcomes.
Curiosity about emerging trends and disruptions across a wide spectrum of marketing thinking, tools and technologies and be able to give an informed point of view on how they could impact Grab marketing.
Chaos herder and Silo crosser: has a track record of successfully collaborating with cross-functional stakeholders to develop and enforce friction-reducing processes and cadences. Strong desire to drive continuous improvement.
Highly organised: Forward planning mindset and sound time management skills to tackle both urgent short-term tasks and important long-term tasks within compressed timeframes
Motivated by a business in its ‘building phase’ and able to thrive in an environment with a 'start-up’ culture. Team player that is comfortable to rely on informal leadership structures.