Assistant Director (Content Development)

People's Association (PA); Singapore; On-site; SGD 90,000 - 120,000; Full time

Job summary

The Assistant Director (Content Development) at People's Association (PA) leads the digital content development function within the Marketing and Digital Communications Division, translating PA's priorities into audience-centric content across PA's corporate and leadership social media and digital channels.

The role works with the Deputy Director and internal divisions to ensure PA's mission is brought to life through engaging, timely content.

Responsibilities

• Oversee development of PA's digital content strategy by translating priorities into a coherent content plan for corporate social media and digital channels.
• Lead ideation, conceptualisation, and production of high-quality assets including photography, videography, motion graphics and emerging formats for PA's channels.
• Analyse channel performance data to generate insights that inform content planning and strengthen audience engagement across PA's platforms.

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]

NA