Consumer Brand Specialist

PropertyGuru is Southeast Asia's leading PropTech company, and the preferred destination for over 34 million property seekers to connect with almost 55,000 agents monthly to find their dream home. PropertyGuru empowers property seekers with more than 2.8 million real estate listings, in-depth insights, and solutions that enable them to make confident property decisions across Singapore, Malaysia, Thailand, and Vietnam.

PropertyGuru.com.sg was launched in Singapore in 2007 and since then, PropertyGuru Group has made the property journey a transparent one for property seekers in Southeast Asia. In the last 16 years, PropertyGuru has grown into a high-growth PropTech company with a robust portfolio including leading property marketplaces and award-winning mobile apps across its core markets; mortgage marketplace, PropertyGuru Finance ; home services platform, Sendhelper ; a host of proprietary enterprise solutions under PropertyGuru For Business including DataSense, ValueNet, Awards, events and publications across Asia.

About the job:

The Consumer Brand Specialist is responsible for developing and leading multi-objective consumer marketing campaigns and projects for PropertyGuru Malaysia and iProperty. This person will work in collaboration with internal and external stakeholders to build and execute go-to-market plans to deliver value for property-seekers (our consumers) and continue to strengthen the brands market share and expand to new segments. This role will be expected to operate across digital, traditional, social and other consumer-centric channels, while also exploring alternative marketing touchpoints to win new audiences. KPIs include, but are not limited to, brand activation, user engagement, and driving users to our sites/ apps.

Responsibilities:

• Market and business understanding: Understand the prop-tech and property industry nuances and execute marketing strategies that resonate with the large audience groups found within the industry (e.g. renters, buyers, first time home-seekers, investors, etc…). Be able to identify business challenges and address them by developing Go-To-Market plans.
• Consumer-first: Know the unique challenges of our consumers and transform them into impactful marketing campaigns. Develop marketing initiatives that are unique to PropertyGuru Malaysia and iProperty and create a clear distinction between the brands.
• Agency management: Be able to negotiate, evaluate and brief agencies (creative, social, media) and production houses that can action your marketing plans and turn them into result-oriented campaigns. Required to oversee productions and provide directions to agencies during on-location production.
• Stakeholder management: Able to articulate marketing plans well and be a collaborative partner that can lead multi-disciplinary stakeholders (internally and externally) to maximise consumer marketing performance.
• Brand partnership: Explore, negotiate and execute potential brand partnerships that resonate with our consumers.
• Act like a business owner: Responsible for managing budget/ campaign expenses in adherence to PropertyGuru Group's policy.
• Digital marketing expertise: Possess strong knowledge of paid digital marketing strategies across various platforms (eg: Meta, TikTok, Google, etc.) to effectively manage and oversee agency execution or execute campaigns directly when needed. Ensure campaign strategies are sound, feasible, and aligned with business objectives, and safeguard against potential challenges.
• Analytical and insightful: Monitor marketing performances and be able to take past learnings to ensure constant improvement of our consumer propositions.
• Creative thinking and problem solving: Demonstrate strong creative thinking and problem-solving skills to develop innovative marketing solutions. Address challenges proactively and adapt strategies to meet evolving market conditions and consumer needs.

Knowledge, Skills, & Experience:

• Degree in Marketing, Public Relations, Business, Communications, or related discipline.
• Candidates who have experience in either brand marketing, content marketing, social media marketing, public relations, advertising are encouraged to apply.
• Minimum 2 years of experience in a marketing role.
• Experience in working on consumer-focused B2C campaigns.
• Good organizational skills which include planning, prioritisation and time management to meet deadlines.
• Exceptional in paying attention to details.
• Must be able to write well and is fluent in English. Proficiency in Bahasa Malaysia and Chinese language is a plus.
• Have a good understanding of business requisites, requests, and processes.
• Self-motivated individual who can work independently in ambiguous working situations. Especially in a hybrid working setup.
• A team player who can work, collaborate, and communicate with cross-functional teams.
• Resourceful with getting the job done and can manage stakeholders (including communicating expectations) well.
• Experienced with Microsoft Office products and knowledgeable with PowerPoint, Excel, and cloud-based file/ folder sharing and storage.
• Experienced in managing and negotiating with stakeholders, media agencies, creative agencies, social media agencies, media partners and production houses.
• Have hands-on experience with paid digital marketing platforms, including but not limited to Meta Ads, TikTok Ads and Google Ads.
• Have experience using tools such as Google Analytics, Looker Studio, Emplifi/ Socialbakers is a plus

Ideal candidate profile (NOT TO BE INCLUDED IN FINAL JD):

• Experience in tech, creative, advertising or media planning industry
• Must be creative-minded but able to analyse data and trends
• Possess interpersonal skills such as empathy, high emotional intelligence, a positive outlook, be inquisitive and have good observational skills.
• Able to adapt to changes quickly and with minimal supervision
• Can self-manage, self-motivate and self-regulate their emotions
• Able to network with a wide range of industry players, agencies and other vendors to build a trusted pool of resources and contacts
• Someone in-tune with social media trends and current popular culture

At PG, every Guru is guided by our comprehensive development map, which includes:

Core Values
Own It & Deliver It; Respect & Care for Each Other; Have Fun & Celebrate Success
Push Beyond Good; Create What's Next

Leadership Traits
Engaging in Courageous Conversations; Embracing Continuous Learning; Fostering Creative Collaborations

PropertyGuru Group is an equal opportunity employer committed to fostering an inclusive, innovative a learning environment with the best employees. Therefore, we provide employment opportunities without regard to gender, identity, race, religion, nationality, age, marital status, disability, or any other protected status, per applicable law. If there is anything we can do to help ensure you have a comfortable and positive interview experience, please let us know.