Senior/Assistant Director (International Brand Office), Comms & Engagement Div

MTI’s Communications and Engagement Division (CED) is hiring an Assistant Director/Senior Assistant Director for the International Brand Office (IBO). The IBO will be responsible for building awareness of Brand SG with an international audience, and providing guidance to Ministries and agencies on their respective international brand and marketing campaigns. This role will report to a Deputy Director and execute one or more of the following responsibilities: (a) Brand strategy • Support the creation of a Brand SG narrative for international audiences, which can include a brand purpose, brand attributes, and other components • Commission or adapt a Brand SG guide for international marketing • Socialise and obtain buy-in for the brand narrative with SGBO, EDB, STB, and other relevant Ministries/agencies with a stake in Brand SG • If necessary, commission brand health studies and/or other relevant research to analyse the state of Brand SG (b) Brand execution and campaigns • Launch a refreshed Brand SG campaign for international audiences, drawing on the refreshed brand narrative in (a). This will include developing a detailed campaign brief; evaluating agencies and selecting an appropriate agency to work with on the campaign; managing the conceptualisation, production, and post-production of campaign assets such as videos, visuals, and campaign playbooks; and tracking campaign performance based on marketing metrics such as reach, engagement, and brand lift. • Sustain the campaign post-launch with supporting marketing activities, and track performance based on marketing metrics (which will vary based on channel/format). Activities can include paid media amplification, brand partnerships, merchandise, and event activations • Work with EDB and STB to translate the brand campaign into agencies’ own complementary brand expressions and campaigns tailored for their respective audiences • Work with MTI-CED and other relevant Ministries/agencies to carry the brand narrative into complementary marketing and communications activities (c) Brand governance and coordination • Conduct a stock-take of brand sensemaking efforts – such as brand health studies – being conducted across the MTI family, MDDI/SGBO, and other relevant Ministries/agencies • Create and manage an online repository of Brand SG assets and content, and drive usage of this repository across MTI, EDB, STB and other Ministries/agencies • Coordinate efforts by agencies and overseas Missions to amplify Brand SG to an international audience. This can include conducting briefings on the brand narrative and campaign (see previous sections); giving counsel on overseas activations and events; and developing an internal calendar or database with all relevant Brand SG activities internationally. (d) Others • Drive or support other relevant MTI work as needed, including within and outside of MTI-CED • At least 4 years’ brand and/or marketing experience, preferably in B2B or public sector, as part of a marketing agency or as part of a corporate/government brand marketing team • Experience in planning and executing integrated marketing campaigns spanning paid, owned, and earned channels • Experience supervising and working with marketing vendors such as creative agencies and market research firms • (Preferred) Experience with Singapore government procurement processes • Course of study in a relevant disciplines including, but not limited to Marketing, New Media, and Mass Communication