Integrated Marketing Associate (Group Marketing)

Please note this role has a 5.5 day work week.

Founded in 2014, Lumens Group is leading the transformation of the mobility industry in Singapore. We have successfully built one of Singapore's largest car fleets and expanded our offerings to personal and corporate leasing, purchasing and financing. Now, we're on the lookout for a professional Group Integrated Marketing Associate to join us. The Integrated Marketing Associate is responsible for driving brand visibility, demand generation, and partner-led growth through non-digital channels for a premium mobility concierge and private hire car leasing business. This role owns the offline and integrated marketing ecosystem—including partnerships, ground activations, events, corporate alliances, fleet branding, driver-facing marketing, and experiential touchpoints—ensuring the brand is consistently present where demand is created before customers or drivers ever go online. Success in this role is measured by lead contribution from offline channels, brand salience, partnership yield, and on-ground execution excellence.

Core Mandate & AccountabilityOwn and execute all non-digital marketing initiatives end-to-endDrive offline demand and lead generation for both:Concierge ride customersDriver-partners / lesseesEnsure brand consistency and premium positioning across all physical touchpointsBuild scalable partnership-led acquisition channels Key Roles and Responsibilities 1. Offline Demand Generation & ActivationCustomer-Facing (B2C / B2B2C)Plan and execute offline acquisition initiatives such as:Corporate roadshows and pop-upsHospitality, luxury, travel, and lifestyle partnershipsAirport, hotel, and premium venue activationsIdentify high-intent physical touchpoints where point-to-point concierge demand is strongestDesign activation mechanics that convert physical exposure into qualified leads or bookingsDriver / Lessee-Facing (Supply Growth)Lead offline acquisition for driver-partners and vehicle lessees through:Recruitment eventsOn-site roadshowsFleet hubs, workshops, and inspection centresPartner with ops teams to ensure marketing initiatives align with operational realities 2. Partnerships & Strategic AlliancesSource, negotiate, and manage partnerships with:Corporates and SMEsHotels, serviced apartments, and residencesEvent organisers and venuesAutomotive, insurance, and lifestyle brandsDesign co-marketing initiatives that deliver measurable demand or supply leadsOwn partnership execution—from concept and contracting to on-ground rollout and post-mortem analysis 3. Brand Presence & Physical TouchpointsOwn brand execution across all physical assets, including:Vehicle livery and fleet brandingUniforms, collaterals, signage, and POS materialsEvent booths, pop-ups, and experiential installationsEnsure every offline touchpoint reflects the brand’s premium, concierge-led positioningWork closely with design and ops teams to ensure quality, consistency, and scalability 4. Events, Sponsorships & Experiential MarketingPlan and execute branded events, sponsorships, and experiential campaignsEvaluate opportunities based on:Audience relevanceBrand alignmentMeasurable lead or awareness impactManage end-to-end event execution including vendors, logistics, staffing, and complianceTrack performance against defined objectives (leads, sign-ups, partnerships initiated) 5. Field Marketing & On-Ground ExecutionAct as the bridge between marketing strategy and field executionCoordinate with operations, fleet, and driver teams to ensure seamless on-ground rolloutManage external vendors, promoters, and agencies for activations and roadshowsMaintain a hands-on presence at key activations to ensure execution excellence 6. Lead Capture, Attribution & MeasurementDesign offline lead capture mechanisms (QR, referral codes, physical forms, concierge sign-ups)Work with CRM and growth teams to ensure offline leads are properly tracked and attributedAnalyse offline channel performance and ROIContinuously optimise offline initiatives based on conversion and cost efficiency

• Cross-Functional CollaborationPartner with:Growth and performance marketing teams to integrate offline → online conversionOps and fleet teams to align marketing promises with service deliverySales and partnerships teams to close offline-generated leadsEnsure offline initiatives are fully integrated into broader go-to-market strategies Your Day-to-Day Adventures Daily Responsibilities (Execution & Control)1. On-Ground Activation OversightBe physically present at or directly oversee live activations, roadshows, or partner locationsEnsure booths, signage, fleet assets, and collaterals are correctly set up and brand-compliantBrief promoters, partners, or ops teams before activations startTroubleshoot real-time issues (venue constraints, staffing gaps, logistics delays) 2. Partner & Stakeholder TouchpointsMaintain daily communication with active partners (hotels, corporates, venues, agents)Coordinate next steps for co-marketing initiatives, on-site activations, or lead handoversResolve partner issues quickly to protect relationships and credibilityIdentify immediate upsell or expansion opportunities within existing partnerships 3. Lead Capture & Follow-Up ReadinessEnsure offline lead capture mechanisms are working properly (QR codes, referral forms, concierge sign-ups)Validate that leads from activations are correctly submitted and documentedWork with sales / operations teams to ensure timely follow-up on offline-generated leadsFlag lead quality or conversion issues early
• Brand & Asset ManagementInspect vehicle livery, uniforms, physical collaterals, and signage for consistency and qualityCoordinate production, replenishment, and deployment of physical marketing assetsManage inventory of offline materials across locations and activationsWork with ops and fleet teams to resolve wear-and-tear or brand compliance issues

Weekly Responsibilities (Optimisation & Growth)5. Activation Planning & SchedulingPlan weekly activation calendars across:Corporate sitesHotels and residencesFleet hubs and recruitment locationsAlign manpower, logistics, and materials with ops and vendorsPrioritise high-yield locations and time windows based on results 6. Performance Review & InsightsReview weekly performance of offline initiatives:Leads generatedCost per leadPartner yieldIdentify which activations or partnerships are scalable vs opportunisticRecommend improvements to activation mechanics, messaging, or locations 7. Vendor & Agency ManagementCoordinate weekly check-ins with promoters, printers, fabricators, and event vendorsEnsure service levels, timelines, and budgets are metApprove or escalate cost variations with justificationMaintain updated vendor performance benchmarks Monthly Responsibilities (Strategy & Scale)8. Partnership Development & ExpansionIdentify and pitch new strategic partners aligned to:Premium concierge demandDriver-partner or lessee acquisitionNegotiate co-marketing terms and activation conceptsRefresh or sunset underperforming partnerships

• Campaign & Event PlanningDesign upcoming events, sponsorships, or large-scale activationsSecure venues, permits, staffing, and materialsAlign event objectives with lead, brand, or partnership goalsConduct post-event reviews to assess ROI and learnings 10. Cross-Functional AlignmentSync regularly with:Growth and performance marketing teams on offline-to-online conversionOps and fleet teams on feasibility and execution constraintsSales teams on lead quality and close ratesEnsure offline initiatives reinforce broader go-to-market priorities

Always-On ResponsibilitiesAct as the single owner for non-digital marketing executionMaintain high standards of brand quality and professionalism in the fieldProactively identify risks before they become execution failuresBalance creativity with operational realismRepresent the brand confidently to partners, vendors, and the public What This Role Does Not DoDoes not rely solely on agencies without direct oversightDoes not treat offline marketing as “brand only” without measurable outcomesDoes not wait for reports to fix execution issues happening on the ground What Excellence Looks LikeActivations run smoothly with minimal escalationPartners view the brand as reliable and premiumOffline leads are consistently captured, tracked, and convertedBrand presence is unmistakable and polished across all physical touchpointsThe associate is trusted as the owner of real-world marketing execution  What Makes You a Perfect Fit  Must-Have3–5+ years of experience in integrated or offline marketing, partnerships, or field marketingProven experience executing on-ground activations, events, and partnershipsStrong commercial instincts with the ability to tie offline activities to measurable outcomesExceptional project management and vendor coordination skillsComfortable operating in fast-moving, operationally complex environments Nice-to-HaveExperience in mobility, transportation, hospitality, automotive, or luxury servicesExposure to driver or gig-economy ecosystemsFamiliarity with CRM and lead attribution frameworks Core Competencies & TraitsExecution-first mindset: Ideas matter only if they ship flawlesslyCommercially grounded: Understands cost, yield, and scalabilityRelationship-driven: Builds trust with partners and internal teamsOperationally fluent: Navigates real-world constraints confidentlyBrand guardian: Protects and elevates brand perception at all times Success Indicators (First 6–12 Months)Consistent lead contribution from offline and partnership channelsStrong brand visibility in priority physical locations and segmentsHigh-quality, repeatable partnerships delivering sustained valueSeamless execution of events and activations with minimal operational frictionRecognition as the internal owner of all things offline and integrated

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