Assistant Manager, Digital Communications

The Assistant Manager, Digital Communications drives SAFRA-wide paid advertising campaigns to support membership acquisition and renewals, working closely with creative and editorial teams to deliver integrated content across social, video, and articles that highlight SAFRA’s facilities, activities, benefits, and defence initiatives. In partnership with a paid media agency, the role optimizes end-to-end campaign performance using audience and traffic data to improve targeting, user journeys, and conversion outcomes.

Key Responsibilities

1. Membership Marketing and Paid Media

• Lead the planning, execution, and optimization of integrated paid media campaigns to drive SAFRA membership sign-ups and renewals across relevant digital platforms.
• Work with the appointed paid media agency to manage SAFRA-wide campaign strategy, targeting, performance reporting, and compliance with SAFRA’s advertising guidelines and platform requirements.
• Manage end-to-end membership marketing campaigns, including audience segmentation, remarketing strategies, campaign asset coordination, and performance monitoring to improve conversion outcomes.
• Conduct analysis of campaign performance, customer lifetime value, membership churn, RFM, and market trends to identify opportunities for membership growth and retention.
• Continuously optimize membership pages, sign-up forms, and digital user journeys for both new and existing members, leveraging on tools to improve user experience and conversion rates.

2. Social Media Community Management & Corporate Reputation

• Monitor social trends, audience conversations, and brand mentions to identify opportunities for engagement, strengthen responsiveness, and safeguard SAFRA’s corporate reputation.
• Track performance metrics and recommend improvements to continuously strengthen engagement, content effectiveness, and overall brand sentiment.

Qualifications & Requirements

• Education in a relevant field or equivalent experience in digital marketing, content development, editorial, film making, communications, or related disciplines.
• At least 7 years of work experience and a strong track record in digital marketing, planning and executing digital campaigns or platforms, and using performance insights to optimize outcomes.
• Familiarity with mathematics, statistics, content creation workflows, and digital tools; transferable experience is welcomed where relevance can be demonstrated.
• Proficient in data analytics and optimization, with effective stakeholder coordination, platform management, and a disciplined approach to governance.