Lead Executive (Communications) - Communication & Outreach Department

Public Service Division; Singapore; On-site; SGD 60,000 - 90,000; Full time

Job summary

NYP is seeking a strategic web and communications professional to strengthen its brand through storytelling and impactful digital campaigns. You will manage content across websites and digital platforms, support external communications, and collaborate with departments to shape compelling narratives that enhance audience engagement.

The role emphasizes SEO, data-driven insights, and consistent brand voice, with duties spanning content creation, performance measurement, and media inquiries.

Qualifications

• Relevant qualifications in Communications, Marketing or relevant disciplines.
• At least 3 to 5 years of relevant working experience in website management, content creation, communications, or marketing communications.
• Experience in website content management, with a good understanding of content structure and SEO fundamentals to enhance user experience, discoverability, and engagement.

Responsibilities

• Manage NYP websites, ensuring content is clear, well-organised and user-friendly, while improving discoverability across search engines and AI-driven platforms through SEO and GEO best practices.
• Work closely with stakeholders to understand their needs, identify opportunities and translate them into effective web solutions, ensuring content structure and user journeys support intended business outcomes.
• Implement data tracking and set performance metrics to monitor web and campaign outcomes. Conduct research and analyse audience data to uncover insights, identify trends, and inform future communications strategies.
• Craft compelling content through impactful copywriting and storytelling across the NYP website and digital platforms such as online articles and eDMs. Ensure all messaging is consistent, relevant to target segments, and aligned with NYP’s brand voice.
• Support internal and external communications efforts across NYP, including developing communications plans for departments, assisting with media enquiries, and ensuring consistent alignment with NYP’s brand voice and communications strategy.

Skills

Copywriting

Content creation

Project management

Stakeholder collaboration

SEO fundamentals

Education

Diploma/degree in Communications or Marketing

Tools

Isomer

Google Analytics

CMS (Content Management System)

Job description

What the role is

We are looking for a strategic web and communications professional to strengthen NYP’s brand through creative storytelling and impactful digital communications campaigns.

You will manage and create content across websites and digital platforms, support external communications, and work closely with departments to shape clear and compelling narratives to enhance audience engagement and communications outcomes.

What you will be working on

• Manage NYP websites, ensuring content is clear, well‑organised and user‑friendly, while improving discoverability across search engines and AI-driven platforms through SEO and GEO best practices.
• Work closely with stakeholders to understand their needs, identify opportunities and translate them into effective web solutions, ensuring content structure and user journeys support intended business outcomes.
• Implement data tracking and set performance metrics to monitor web and campaign outcomes. Conduct research and analyse audience data to uncover insights, identify trends, and inform future communications strategies.
• Craft compelling content through impactful copywriting and storytelling across the NYP website and digital platforms such as online articles and eDMs. Ensure all messaging is consistent, relevant to target segments, and aligned with NYP’s brand voice.
• Support internal and external communications efforts across NYP, including developing communications plans for departments, assisting with media enquiries, and ensuring consistent alignment with NYP’s brand voice and communications strategy.

What we are looking for

• Relevant qualifications in Communications, Marketing or relevant disciplines.
• At least 3 to 5 years of relevant working experience in website management, content creation, communications, or marketing communications.
• Experience in website content management, with a good understanding of content structure and SEO fundamentals to enhance user experience, discoverability, and engagement.

Knowledge

• Flair for writing with the ability to craft engaging content across multiple platforms.
• Solid understanding of government or institutional website platforms such as Isomer, as well as understanding of SEO principles and experience using tools such as Google Analytics to guide content strategy and measure performance is an advantage.
• Knowledge of internal communications best practices and experience supporting departmental communications planning is an advantage.
• Familiarity with media relations practices, including drafting media releases, managing media enquiries, and understanding the media landscape.

Skills

• Excellent copywriting and editing ability across a range of formats including media releases, speeches, web copy, and editorial content.
• Experience in content creation and editing across different formats, including written content, visuals (e.g. posters), and/or video.
• Strong project management skills, with the ability to manage timelines, stakeholders, and multiple priorities effectively.
• Strong interpersonal skills, with the ability to collaborate and communicate effectively with various stakeholders.

Attributes

• Self-motivated with a strong sense of initiative, and a collaborative team player.
• Able to manage multiple tasks effectively, work under pressure, and meet tight deadlines.
• Demonstrates sound judgment, strong analytical thinking, and effective problem-solving skills to make timely and well-reasoned decisions.

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