Multi-candidate workforce build-out for a boutique travel media firm
A boutique Singapore travel media business shifting from a content-first model into hybrid travel commerce. We managed six concurrent role tracks across business development, partnerships, and digital marketing, mixing incumbent uplift with new-hire conversions.
Industry context
The client operated as a travel media SME with a strong editorial and audience base. Over 2023, the business strategy shifted toward hybrid travel commerce, selling curated trips alongside its content. That repositioning created new role categories (commerce-side BD, partnerships, trade curation) and required redesigning existing marketing roles to match the new revenue model.
What changed and why CCP applied
The shift required new and redesigned roles in business development, partnerships, and digital marketing that did not exist (or looked very different) two years earlier. Some candidates were existing staff being uplifted into expanded scope; others were new hires converting from adjacent industries. Both situations fit the Career Conversion Programme’s structural eligibility, but each required a different funding track.
Our strategy
We segmented the cohort by candidate type. Each role was matched to the most suitable funding track based on:
- Whether the worker was an existing hire being uplifted into expanded scope, or a new hire converting from an adjacent industry.
- Job scope and sector classification.
- The duration of structured training required.
That segmentation secured 3-month and 6-month salary support packages across the cohort, sized to each role’s actual learning curve rather than a one-size-fits-all template.
OJT activities included
- Drafting Business Development & Marketing Executive and Digital Influence Marketing Specialist OJT plans (3-month structured training).
- Designing reskilling justifications for a Trip Curation & Partnerships Specialist role.
- Coordinating eligibility checks and submissions across multiple programme partners running in parallel.
Outcome
- Pathway tracks used
- Mix of new-hire and existing-staff conversions, 3 and 6-month OJT
- Applications
- Multiple applications approved across the cohort
- Funding
- Workforce Singapore funding secured for the majority of training salaries and OJT costs
- Engagement size
- ~205 consulting hours across all candidates
- Strategic value
- Client scaled the team without diluting hiring quality, hitting the content-to-commerce transition timeline
By segmenting the cohort by candidate type and pathway fit at the start, the engagement avoided the common pitfall of running near-identical applications across multiple hires, which is a flag for assessor review. Each submission stood on its own.