The Career Conversion Programme’s digital advertising & marketing pathway supports Singapore employers building or upgrading marketing teams. This guide covers what makes a digital marketing CCP application succeed: the OJT themes assessors expect, sample role profiles, and how the funding flows for typical SME marketing hires.
The CCP digital advertising & marketing pathway covers Singapore employers hiring or reskilling staff into measurable marketing roles. The expected OJT scaffolding spans analytics & tracking, SEO & content, paid media, CRM & email, and reporting & experimentation. New hires get up to 6 months of OJT; existing staff being redesigned into marketing roles get up to 3 months. Salary support runs up to S$45,000 per placement at the standard 70% or SME-enhanced 90% co-funding rates.
A strong digital marketing OJT plan covers five core areas, each with named activities, weekly cadence, and measurable outputs. Generic verbs like “learn about” or “understand” don’t pass review; specific deliverables do.
Set up GA4 and Search Console, define UTM standards, configure conversion goals, build dashboards in Looker Studio or similar, and validate data quality across a quarter of campaigns.
Run keyword mapping for the priority service or product line, ship on-page improvements (titles, descriptions, internal linking), brief and edit content pieces, and review performance using search-console data.
Set up campaigns across the relevant channels (Google, Meta, LinkedIn), test creative variants, manage daily/weekly budget pacing, and run optimisation cycles with documented guardrails.
Build audience segments, design lifecycle journeys (welcome, nurture, re-engagement), test message variants, monitor deliverability, and tie campaign performance back to revenue or conversion outcomes.
Weekly performance reports translated into specific actions, simple A/B experiment design (creative, audience, landing page), and quarterly retro of what worked.
Each theme corresponds to a capability the redesigned employee should be able to demonstrate by the end of OJT. The plan is what makes the role scope visible to the assessor and what the employee actually delivers against during the programme.
An anonymised illustration of how the digital marketing pathway shaped a real placement.
A Singapore biotech SME hired a mid-career professional from an adjacent industry into a Regional Marketing Manager role. The redesigned scope spanned digital and regional marketing across analytics, content production, paid acquisition, and a measurable plan to support the company’s commercial expansion.
Details anonymised. Funding figures are subject to WSG’s prevailing guidelines and the employer’s SME status at the time of application.
Before-and-after JD scoped specifically to digital marketing capability. Phrased to make the scope change visible to a CCP assessor.
Activities, weekly cadence, supervisor, and KPIs across the five OJT themes. Tied to recognised SkillsFuture frameworks where applicable.
ACRA, employment contract, salary evidence, CPF, undertakings, declarations. Compiled and named for direct submission.
End-to-end submission management, including drafted responses to any assessor queries.
OJT log template, midpoint review, claim cycle preparation, and submission of each claim.
Sense-check that the OJT outputs ladder up to your business plan, not just the assessor’s checklist.
Digital Marketing Executive, Performance Marketer, Marketing Analyst, CRM Specialist, Content Lead, Growth Marketer, and similar. The role should show measurable digital scope (analytics, paid media, CRM, content), not just “general marketing” with vague responsibilities.
Sometimes, if the OJT plan can credibly show the employee building specific digital capabilities (analytics setup, paid media management, etc.) over the programme period. A pure brand or events role with no measurable digital component usually doesn’t fit this pathway.
The before-and-after JD has to show genuine scope change, ideally at least 50% new responsibilities. A common frame: someone moving from broad marketing coordination into a focused performance/analytics role, with the OJT covering the new technical capabilities they need.
Then the OJT focuses on the next layer: experimentation rigor, attribution modelling, advanced segmentation, marketing-mix analysis, etc. The point isn’t to teach basics; it’s to build the next capability the role needs.
Yes, pathway permitting, approved external training (recognised industry programmes, SkillsFuture-aligned courses) can supplement the on-the-job activities. We map this during scoping.
OJT logs showing weekly activities mapped to the plan, supervisor sign-offs, output samples (campaign reports, content briefs, analytics dashboards), and payroll evidence. The output samples are the most differentiated evidence for a digital marketing placement.
The S$45,000 cap is per placement. A marketing hire at S$5,500/month under the 90% SME rate, on a 6-month OJT, hits S$29,700 (under the cap). At S$8,500/month, the placement caps out at S$45,000 well before the 6 months are up.
Yes. Each is its own application with its own JD and OJT plan (no copy-paste). Companies building marketing teams often run an analytics-focused and a content/paid-focused placement in parallel.