Assistant Manager/ Manager, Americas

What the role is:

We are looking for a driven business development professional to join our high-caliber Singapore Tourism Board (Americas) team in San Francisco. You will lead channel partnerships and campaigns across the travel and tourism ecosystem to grow awareness of Singapore and convert American traveler intent into Singapore bookings.

About the Organisation

The Singapore Tourism Board (STB) is a statutory board under the Ministry of Trade & Industry (MTI) Singapore that champions the development of Singapore's tourism sector, positioning it as one of the country's key economic pillars. The STB Americas regional offices (New York and San Francisco) strengthens Singapore's brand and mindshare, growing visitor demand from the U.S., Canada, and Latin America across travel trade, business events, media, and key opinion leaders to showcase Singapore as a world-class destination for both business and leisure.

The United States of America (USA) has consistently ranked as Singapore’s top long-haul visitor arrival market. The USA is a key visitor source for leisure travelers seeking unique cultural, innovative and luxury experiences. For business travelers, associations and exhibition organizers seeking to grow or expand their businesses, Singapore excels as a compelling business events hub, especially with its strong base of multinational companies and events ecosystem.

STB Americas works at the intersection of innovation and industry, partnering and connecting high-growth companies across the United States to drive visitor arrivals, deepen traveler engagement and anchor globally-significant concepts and experiences in Singapore. As a global hub for innovation, business, and culture, Singapore invests deeply in next-generation tourism solutions and experiences that redefine how people experience and engage with a destination.

Our team is diverse with a global mindset. People are at the heart of everything we do and we stand by the values to be reliable, fair and honest (Integrity), succeed, bond and learn as a team (Team), dare to speak, dream and do (Courage), be caring, nurturing and have respect for one another (Care) and believe in our purpose and be driven to excel (Passion)!

Learn more at www.stb.gov.sg

The Opportunity

Tourism is entering a new era, one shaped by shifting consumer expectations, digital booking, loyalty and payment ecosystems with the integration of emerging technologies such as AI and Extended Reality (XR) into the traveler journey. Singapore is positioning itself at the forefront of this transformation.

Against this backdrop, STB is seeking a dynamic, results-driven Manager to lead channel partnerships, marketing campaigns, and travel-tech collaborations across the Americas. This role blends business development, strategic relationship management, and campaign execution, with a focus on building high-impact partnerships that grow awareness, engagement, and bookings for Singapore.

You will identify, pitch, negotiate, and execute full-funnel joint marketing and tactical campaigns across the travel and tourism ecosystem, including airlines, online travel agents, hotel groups, metasearch platforms, and credit card networks. Working closely with STB Headquarters and the US-based travel trade team, you will design go-to-market programs, activate conversion-led campaigns, test new partnership models, and measure success through booking volume, average booking value, and campaign ROI.

You will also lead STB Americas’ technology partnerships in the United States by identifying emerging technologies, including Embodied AI, Extended Reality, and Generative AI. Your work will involve driving technology pilots and proof-of-concepts in Singapore that can transform travel marketing and visitor experiences.

This role is designed for a strategic operator who thrives in ambiguity, engages confidently with senior leaders and decision-makers, and can translate emerging ideas and concepts into real-world measurable visitor arrival outcomes.

The gross annual salary range for this role is between USD116,000 - USD136,000/yr (min. of 9 years of experience).Individual compensation within this range will be determined based on skills, qualifications, relevant experience, and other job-related factors. This position is also eligible for an annual bonus, subject to applicable terms and conditions.

What You Will Be Doing

1. Channel Partnerships

• Lead business development efforts across the Americas by identifying, engaging, and securing high-impact partnerships with airlines, online travel agents (OTAs), hotel groups, metasearch platforms, credit card issuers and networks.
• Design and execute conversion-focused joint marketing campaigns with partners that translate awareness into bookings and visitor arrivals to Singapore.
• Collaborate with partners to deploy hyper-targeted digital, programmatic and CRM campaigns that leverage partner first-party data.
• Structure, negotiate and manage partnership agreements, including co-marketing terms, commercial commitments, media value exchanges, and performance metrics. Ensure that all joint programs feature clear call-to-action and conversion mechanics linked directly to flights, hotel room nights and curated Singapore travel packages.
• Own the partnership budget, ensuring optimal cost of acquisition and rigorous financial accountability across all co-investments. Analyze booking, conversion, and traveler data from partners to refine campaign strategy and demonstrate ROI.
• Build and maintain a robust pipeline of partnership opportunities, with clear cadence for outreach, activation, and renewal.
• Represent STB at high-level meetings, industry conferences, and strategic networking events across the travel ecosystem.
• Perform other duties as assigned.

2. Technology Partnerships

• Scan the technology landscape to identify companies and solutions that unlock new tourism, visitor experience, and destination marketing use cases.
• Develop and grow a strong network within the technology ecosystem in the San Francisco Bay Area and across the U.S., cultivating long-term relationships with emerging and frontier technology companies beyond immediate opportunities.
• Build a strong point of view on how emerging technologies (including extended-reality, embodied AI and generative AI) can deliver real impact across hospitality, attractions, experiences, and marketing. This includes pitching and brainstorming with companies on how Singapore can be used as a testbed for innovation through compelling use cases.
• Collaborate with STB HQ teams to scope and drive pilots and proofs-of-concept (POCs) in Singapore that align with both near-term and long-term technology priorities for the Singapore tourism industry.

What You’ll Need

• Bachelor's degree required
• Minimum 9 years of business development, travel trade partnerships, destination marketing, preferably with direct exposure to Airline, hotel, OTA, or credit card/payments partnerships.
• Strong understanding of the technology sector, U.S. travel trade ecosystem, including OTA and metasearch platforms, and credit card loyalty and co-marketing models.
• Exceptional negotiation skills, with the ability to structure mutually-beneficial co-marketing frameworks. Proven track record in driving pilots, partnerships, joint campaigns or programs from concept to execution, with measurable commercial outcomes.
• Deep understanding of digital marketing, data-driven targeting and media buying.\
• Proven experience influencing senior stakeholders, including executives, investors, and cross-functional leaders and teams.
• Strong strategic and analytical judgment, with the ability to connect market trends to actionable opportunities.
• Demonstrated ability to define direction and execute in ambiguous, fast-evolving environments. Results-oriented with proven ability to drive business outcomes.
• Outstanding written and verbal communication skills with experience presenting to C-level executives and board members.
• Experience working in a global team across multiple time zones and cultures.
• Proficiency in Microsoft Office Suite, particularly advanced Excel and PowerPoint skills.
• Willingness to travel and staff evening and weekend events from time to time.
• Based in San Francisco Bay Area with authorization to work in the United States

Additional Information

• Reports to: VP, Americas based in San Francisco
• Role type: Individual contributor
• Location: San Mateo, CA
• Travel: 20-30% across key U.S. markets and Singapore

Benefits:

STB offers a competitive total rewards package designed to support employees' health, financial well-being, time away, flexibility, and community engagement. Key benefits for eligible employees include:

• Comprehensive health coverage: Medical, dental, vision, and life insurance, with STB currently paying 100% of employee premiums.
• Financial rewards: 401(k) plan and annual bonus eligibility.
• Paid time away: Paid holidays, vacation PTO, paid sick time, marriage leave, and volunteer leave.
• Hybrid and flexible work culture: Hybrid work arrangement (3 days in office, 2 days work from home), subject to business needs, work exigencies and policy changes.

Benefits are subject to eligibility, plan terms, and applicable policies.