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
7. 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
4. 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
9. 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
Send your resume that showcases your unique spark to us today. If your journey aligns with ours, we'll get in touch soon!
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. As we enter a new phase, we're building an integrated ecosystem for merchants and consumers, driven by advanced technology and a mission to enrich everyday life. Now, we're on the lookout for a professional Group Performance Marketing Associate to join us. Your Role on Our Journey The Performance Marketing Associate is a commercially driven growth specialist responsible for delivering extraordinary lead acquisition at efficient and scalable Cost Per Acquisition (CPA) across all paid digital channels. This role owns the full performance funnel—from traffic acquisition to qualified lead delivery—balancing volume, quality, and cost efficiency. The incumbent is expected to operate with high autonomy, deep analytical rigor, and strong experimentation discipline, translating data into decisive optimisations that directly impact revenue growth. Success in this role is measured not by activity, but by results: lead volume, CPA improvement, conversion efficiency, and sustained channel scalability. Key Roles and Responsibilities Key Mandate & AccountabilityPrimary mandate: Deliver high-quality leads at or below target CPA across all digital performance channelsDirect accountability:Cost Per Acquisition (CPA)Cost Per Lead (CPL)Lead quality and downstream conversion indicatorsChannel-level ROI and efficiencySecondary accountability: Funnel optimisation, experimentation velocity, and performance insights for leadership 1. Performance Acquisition OwnershipOwn end-to-end lead acquisition strategy and execution across paid digital channels including (but not limited to):Paid Search (Google)Paid Social (Meta, TikTok, YouTube, XHS)Display, Discovery, Programmatic, and retargeting platformsPlan, launch, optimise, and scale campaigns to consistently exceed lead volume targets while maintaining CPA disciplineProactively identify and unlock new acquisition opportunities, audiences, formats, and platforms 2. CPA & Budget ManagementTake full ownership of CPA performance, actively managing trade-offs between scale, efficiency, and qualityAllocate and reallocate budgets dynamically based on real-time performance signalsBuild and maintain forecasting models for lead volume, CPA, and spend efficiencyPartner closely with finance and leadership to justify spend increases through proven ROI 3. Funnel & Conversion OptimisationDiagnose funnel drop-offs across ad → landing page → lead submission → qualificationCollaborate with product, UX, and content teams to optimise:Landing pagesLead forms and flowsCreative-message-audience fitDrive continuous improvements in conversion rates (CVR) at every funnel stage
4. Experimentation & Growth TestingDesign and run structured A/B and multivariate tests across:Creative formats and messagingAudience segments and targeting logicBidding strategies and optimisation eventsLanding page layouts and CTAsEstablish clear hypotheses, success metrics, and post-test insightsInstitutionalise learnings into scalable best practices
5. Analytics, Reporting & InsightsDeeply analyse performance data across platforms, attribution tools, and analytics stacksBuild clear performance narratives for stakeholders - what’s working, what’s not, and whyDeliver regular reporting on CPA trends, lead quality indicators, and growth opportunitiesSurface actionable insights that influence broader growth and go-to-market strategy 6. Cross-Functional CollaborationWork closely with Sales, DEC and Tech teams to align on lead quality definitions and feedback loopsPartner with Creative and Content teams to continuously refresh and evolve ad creativesCollaborate with Tech on tracking, attribution, and funnel instrumentation Your Day-to-Day AdventuresDaily Responsibilities1. Performance Monitoring & Decision-MakingReview daily performance dashboards across all paid channels before market openTrack key metrics: spend, leads, CPA, CVR, CPC, ROAS proxy indicators, and lead quality signalsIdentify underperforming campaigns, ad sets, creatives, or audiences and take immediate corrective actionsMake same-day budget reallocations to protect CPA and unlock incremental scale
2. Campaign Optimisation & ScalingAdjust bids, budgets, and optimisation events based on live performance trendsPause, iterate, or scale campaigns with clear rationale tied to CPA efficiencyOptimise targeting, placements, frequency, and pacing to maintain cost discipline at scaleActively manage retargeting and lower-funnel campaigns to improve blended CPA
3. Creative & Messaging IterationReview creative performance daily to identify fatigue, drop-offs, or breakout winnersBrief creative and content teams with data-backed insights, not subjective opinionsLaunch fresh creatives regularly to sustain performance velocityTest hooks, value propositions, CTAs, and formats in line with structured hypotheses
4. Funnel & Conversion Rate OptimisationMonitor landing page and lead-form conversion rates dailyFlag anomalies or sudden drops in CVR and work cross-functionally to resolve issuesPropose quick-win optimisations (copy tweaks, form changes, CTA refinements)Validate that tracking, pixels, and events are firing accurately at all times
Weekly Responsibilities (Growth & Optimisation)5. Performance Deep-DivesConduct weekly channel-level and campaign-level performance reviewsIdentify CPA drivers, scale bottlenecks, and efficiency leaksCompare week-on-week trends to validate optimisation impactPresent concise insights and recommendations to growth leadership
6. Experimentation & TestingDesign and launch A/B tests across creatives, audiences, bidding strategies, and funnelsDocument hypotheses, success metrics, and learning outcomesKill underperforming tests quickly and double down on validated winnersMaintain a prioritised testing backlog aligned to CPA improvement
7. Budget & Forecast ManagementTrack weekly spend against budget and lead forecastsRecommend budget increases or pullbacks supported by performance dataUpdate short-term forecasts for leads, CPA, and spend efficiencyEnsure spend pacing aligns with monthly and quarterly acquisition goals
Monthly Responsibilities (Strategic & Cross-Functional)8. Channel & Portfolio StrategyReassess channel mix and contribution to total leads and CPAIdentify opportunities to diversify or deepen channel investmentsRecommend new platforms, formats, or audience strategies for testingSunset channels or tactics that no longer meet efficiency thresholds
9. Lead Quality & Revenue AlignmentReview downstream lead performance with Sales / CRM teamsIdentify discrepancies between lead volume and lead qualityRefine targeting and optimisation signals to improve quality-adjusted CPAAlign acquisition strategy with revenue and lifecycle goals
10. Reporting & Stakeholder CommunicationProduce monthly performance summaries with clear narratives and outcomesTranslate complex data into actionable business insightsClearly articulate what drove CPA changes - positive or negativeProactively flag risks, opportunities, and required interventions
Always-On ResponsibilitiesMaintain obsessive ownership of CPA and lead performanceStay current on platform updates, algorithm changes, and industry best practicesEnsure compliance with brand, legal, and platform policiesContinuously seek efficiency, scalability, and sustainable growth levers
What This Role Does Not DoDoes not wait for weekly reviews to fix daily performance issuesDoes not optimise for vanity metrics (clicks, impressions, reach without impact)Does not outsource accountability for CPA or lead quality
What Excellence Looks LikeCPA issues are anticipated, not reacted toPerformance insights are proactive, not retrospectiveTesting is disciplined, fast, and repeatableThe associate operates like an owner of a growth P&L, not a channel operator What Makes You a Perfect Fit Required Skills & ExperienceMust-Have3–5+ years of hands-on performance marketing experience with direct ownership of acquisition KPIsProven track record of scaling lead acquisition while reducing or maintaining CPAAdvanced proficiency in paid platforms (Google Ads, Meta Ads Manager, etc.)Strong analytical mindset with experience using analytics tools (GA4, attribution platforms, dashboards)High comfort level with budgets, forecasts, and performance trade-offs Nice-to-HaveExperience in high-growth, consumer internet, fintech, mobility, or marketplace businessesExposure to CRM tools and lead lifecycle managementFamiliarity with marketing automation and audience segmentation strategies Behavioural & Leadership CompetenciesOutcome-obsessed: Measures success by business impact, not vanity metricsCommercially sharp: Understands unit economics and revenue implicationsExperiment-driven: Curious, structured, and fast-learningDecisive: Comfortable making data-backed calls under ambiguityHigh ownership: Treats CPA and leads as personal KPIs, not shared ones
Performance Success Indicators (First 6–12 Months)Consistent achievement or over-achievement of lead targetsSustained improvement or stabilisation of CPA at scaleClear testing roadmap with measurable winsStrong trust from cross-functional stakeholders as the “go-to” acquisition expert Ready to Drive the Extra Mile? Send your resume that showcases your unique spark to us today. If your journey aligns with ours, we'll get in touch soon!
