Country Marketing Executive

The Marketing Executive is the strategic local champion in the dynamic Johor Bahru market, acting as the pivotal leader responsible for driving commercial success and brand affinity in a high-growth environment.

This is more than an execution role—it is your opportunity to translate global vision into local market mastery. You will be directly responsible for achieving the organization's Global Growth North Star goals, specifically maximizing Occupancy Rate and lead-to-move-in conversion. You will be empowered to design and spearhead high-impact local campaigns and events, ensuring every message strengthens brand trust and rigorously adheres to the Corporate Brand Style Guide.

If you thrive on autonomy, are dedicated to data-driven results, and possess the local market savvy to drive measurable growth against ambitious Key Results, we will love to have you on the team

DUTIES & RESPONSIBILITIES

a)     
Strategic Alignment & Planning

• Plan and execute quarterly country plans (90-day plans) aligned to pipeline, capacity, and local competitive dynamics.
• Ensure alignment of local plans with global growth priorities, including Occupancy rate, lead-to-move-in conversion, Average Length of Stay (ALOS), and Positive Net Promoter Score (NPS).
• Participate in the Annual joint strategy offsite to discuss market sizing, segment prioritization, pricing corridors, and brand positioning.
• Conduct competitive scans and pricing reviews.

b)     
Channel Partnerships & Acquisition

• Identify and engage with local channel partners.
• Negotiate channel fees and promotions.
• Develop channel and through-channel marketing collaterals.

c)      
Marketing Communications (Marcomms) & Execution

• Lead PR and media relations locally.
• Manage Social Media Marketing and Content Marketing.
• Design and execute local campaigns and event execution within approved frameworks.
• Manage marketing promotions, including local pricing promotions.

d)     
Market Research

• Identify local trends, conduct customer feedback, and Net Promoter Score (NPS) surveys.
• Identify and address operational and customer experience gaps.

e)     
Internal Communications & Compliance

• Produce an internal monthly newsletter and assist with the Quarterly townhall.
• Ensure copies and images are aligned with the Corporate Brand Style Guide.

Qualifications

Knowledge and Experience

• Diploma in Business or Marketing
• Minimum 3 years of marketing experience, hospitality preferred.
• Excellent communication skills in English; the ability to speak other language and / or a basic understanding of other languages is an advantage.
• High attention to detail.
• Experience in strategic planning, including market sizing, segment prioritization, and pricing corridors.
• Familiarity with marketing measurement plans and reporting on funnel metrics and KPIs (ROAS, CAC).
• Possess good local market knowledge and awareness of local competitive dynamics

Skills & Qualifications

• Strong communication skills required for internal communications, media relations, and communication with residents and pipeline prospects.
• Proficiency in leveraging shared resources such as NotebookLM, Canva, Capcut, MS Co-Pilot, and
• Ability to ensure campaign compliance and tracking QA Pass Rate.
• Focuses on service with an eye for detail and an approachable attitude.

Benefits of Joining The Straits Resorts (Medini) Sdn Bhd

• Duty Meals are provided.
• 6-day Work Week.
• Medical and Wellness Benefit.
• Comprehensive Insurance Coverage.
• Local/Overseas Career Development & Growth Opportunities.
• Holistic Learning and Development Opportunities.

KEY PERFORMANCE INDICATORS (KPIs)

The Marketing Executive performance is tied to three areas: Commercial (occupancy rates), Brand and marketing campaign performance, and Partnerships.

Commercial & Acquisition KPIs

• Occupancy Rate (by offering: independent living (IL), assisted living (AL), and step-down care).
• Move-Ins per Month (absolute number, segmented by offerings).
• Lead-to-Move-In Conversion Rate (Move-Ins ÷ Qualified Leads).
• CAC by Channel (media + ops costs ÷ move-ins).
• Inquiry → Tour Conversion Rate and Tour → Consideration Rate.

Brand and Experience KPIs

• NPS (Residents/Families) & Closed-Loop Rate (% issues resolved ≤7 days).
• Referral Lead Share (% of qualified leads from resident/partner referrals).
• Social Engagement Rate (engagements ÷ impressions; followers).

Partnerships & Digital KPIs

• Qualified Leads from Channel Partners (number and % of total; partner ROI).
• Landing Page Conversion Rate (lead form completion or booking confirmation).
• Average Lead Response Time (first response from sales).
• Campaign compliance & tracking QA Pass Rate (% campaigns passing pre-launch checks).
• Channel Compliance Rate (% channel partners brand adherence)