Assistant Director (Content Development)

People's Association; Singapore; On-site; SGD 120,000 - 180,000; Full time

Job summary

The People’s Association seeks an Assistant Director (Content Development) to lead PA's digital content development within the Marketing and Digital Communications Division. You will translate PA's priorities into audience-centric content across corporate and leadership platforms, building a high-performing team and partnerships with creators while guiding AI-enabled content practices.

Collaborate with internal divisions to ensure brand consistency, governance, and timely delivery of engaging

Qualifications

• Qualifications in Digital Media, Film, Mass Communications or similar discipline.
• 6–8 years of experience in digital content strategy and management.
• Proven track record of growing digital channels and audience.
• Experience managing end-to-end content production (photo, video, motion).
• Strong analytics to translate data into content strategy.
• Proven ability to lead and develop teams and manage stakeholders.

Responsibilities

• Lead PA's digital content strategy across corporate and leadership channels.
• Oversee ideation, production of creative assets with a consistent brand voice.
• Analyse data to inform content planning and platform growth.
• Develop partnerships with content platforms, creators and KOLs.
• Coordinate cross-government storytelling and campaigns.
• Manage project planning, budgets, releases and licensing.

Skills

Content strategy

Social media management

Audience growth

Team leadership

Stakeholder engagement

Project management

Adobe Creative Suite

Copywriting & storytelling

AI-enabled content tools

Education

Bachelor's or above in Digital Media / Film / Mass Communications

Tools

Adobe Creative Suite

Professional camera equipment

Video editing software

Job description

What the role is:

The Assistant Director (Content Development) leads PA's digital content development function within the Marketing and Digital Communications Division, translating PA's organisational priorities and communications strategy into compelling, audience-centric content across PA's corporate and leadership social media and digital channels. Working in close partnership with the Deputy Director (Digital Communications) and internal divisions, the role ensures that PA's mission: Spark and nurture Community Participation for a Caring and United Singapore is brought to life through engaging, timely, and platform-appropriate content. The role builds and sustains a high-performing content team and content ecosystem that manages both internal and external creative partnerships, while advancing the responsible adoption of data, AI and emerging technologies to strengthen PA's digital presence and deepen community connection.

What you will be working on:

• Oversee the development of PA's digital content strategy by translating Whole-of-PA priorities and focus areas into a coherent content plan to implement for PA's corporate social media and digital channels, including leadership platforms, ensuring alignment with organisational communications objectives and sustained audience engagement.


• Lead the ideation, conceptualisation, and production of high-quality, audience-centric creative assets including photography, videography, motion graphics and emerging content formats for PA's corporate channels and PA leadership's social media platforms, maintaining a consistent brand voice, visual identity and strong storytelling standards.


• Analyse channel performance data and content metrics to generate actionable insights that inform content planning, optimise platform growth, and improve audience engagement across PA's corporate channels while assessing content effectiveness in driving awareness, amplification, audience relevance and participation outcomes.


• Build and manage relationships with Content platforms partners, Creators, and Key Opinion Leaders (KOLs) to co-create authentic content that advances PA's community narratives and broadens outreach to diverse audience segments.


• Develop and maintain networks across Whole-of-PA and Whole-of-Government to foster collaboration and alignment in storytelling and digital content development, ensuring coherent and coordinated messaging across channels, and supporting organizational campaigns, audience engagement initiatives and priorities.


• Oversee project planning, timelines, budgeting, job scheduling, content archiving, and the securing of necessary releases and licences, ensuring all content assets are delivered on time, within budget, and in compliance with relevant policies, editorial standards, governance requirements and brand guidelines.


• Identify and develop approaches to capitalise on trending topics, audience interests and cultural moments to keep PA's corporate channels current, relevant, and engaging to target audiences, while strengthening PA's brand resonance, digital influence and strategic communications objectives.


• Build team and organisational capability by guiding and mentoring direct reports and educating communications officers across PA on best practices and emerging technologies on digital content creation, copywriting, and platform-specific storytelling techniques,including the responsible adoption of AI-enabled content tools and technologies to improve content quality, workflow efficiency, audience engagement and production effectiveness.

What we are looking for:

• Relevant qualifications in Digital Media, Film, Mass Communications or similar discipline, with at least 6-8 years of experience in digital content strategy, content development, social media management, and a demonstrated track record of growing digital channels and audience.


• Proven experience in managing end-to-end content production, including photography, videography, and motion graphics, with a keen eye for aesthetics and detail.


• Experience in data analytics for content performance measurement and channel growth, with the ability to translate insights into actionable content strategies.


• Strong project management skills, with the ability to manage multiple campaigns simultaneously within budget and tight timelines.


• Proven ability to lead and develop teams, and to collaborate effectively with internal and external stakeholders.


• Proficiency in professional camera equipment and audio/video recording and editing software; familiarity with social media analytics tools and dashboards.


• Competency in Adobe Creative Suite.


• Strong creative and strategic thinking; excellent communication and stakeholder engagement skills; ability to inspire and motivate a team towards shared goals.

About People's Association

The People’s Association was set up in 1960, in a time of racial and communal strife, to foster racial harmony and social cohesion. Today, we continue to be driven by the same purpose - to build an inclusive, united and resilient Singapore. We create spaces and opportunities for people of different backgrounds to participate and volunteer in their community. Through community participation, we connect people and deepen relationships to build communities of mutual care and trust.