Assistant Manager/Manager, Digital Engagement & Marketing

[What the role is]

Are you a storyteller with a knack for bringing out the lesser known, the “soul” in stories to connect with audiences? Or are you a data-savvy content strategist with a strong interest and passion in sharing about what you love (hopefully heritage!) with others? We are interested to have you join the Strategic Communications and Digital team here at the National Heritage Board.

You will be involved in a “glow-up” of one of NHB’s most loved websites – our heritage portal Roots.sg. You will be working with the team in refreshing the portal's offerings, developing and executing content strategies to increase engagement with users. You will also be working closely with the different museums and divisions within NHB across various areas of work – from creating compelling digital and social content across various platforms including NHB’s social pages, to analysing performance metrics and managing content marketing budgets to deliver cost-effective campaigns that maximise engagement.

All of this will help NHB attain quality digital outreach and engagement so that heritage can be seen as relevant to our daily lives, and core to our sense of identity and belonging as Singaporeans.

[What you will be working on]

Roots.sg

• [Marketing Communications Strategy] [Digital Design & Management] Develop and execute editorial strategies to maintain fresh, engaging content on Roots.sg, including interactive microsites and multimedia experiences, ensuring the platform remains compelling for repeat visitors through strategic content planning and curation.




• [Brand Strategy & Management] [Digital Design & Management] Serve as the “editorial gatekeeper” for Roots.sg by reviewing all content submissions, ensuring consistency in tone of voice, maintaining editorial standards, and upholding brand guidelines across all published materials, while maximising reader engagement and retention.




• [Content Creation & Curation] Design and implement online marketing campaigns to drive traffic to Roots.sg, managing associated budgets for content creation, promotional activities, and digital tools to ensure cost-effective delivery.




• [Data Analytics & Research] Analyse content performance metrics and user engagement data to inform editorial decisions, optimise content strategies, and demonstrate impact through regular reporting and insights.




• [Data Analytics & Research] Monitor digital trends, social media conversations, content creation innovations, and cultural milestones to identify timely content opportunities that align with audience interests and drive user engagement on the platform.




• [Outreach & Engagement] Manage relationships with diverse content owners both internal and external including NHB divisions, other government agencies, cultural institutions, community partners, and freelance contributors, facilitating smooth content collaboration and delivery processes.

Social Media and Campaigns:

• [Content Creation & Curation] Develop and execute digital marketing content and campaigns for NHB's key social media platforms (Instagram, Facebook, TikTok) to promote heritage content, drive traffic to Roots.sg, and support other NHB projects and initiatives as required.




• [Outreach & Engagement] Collaborate closely with internal teams to develop integrated content strategies, proposing platform-specific content adaptations and coordinating cross-channel promotional activities between Roots.sg and NHB’s social media channels.




• Maintain content calendars that balance evergreen heritage content with trending topics, ensuring strategic alignment with organisational objectives and audience needs.




• [Content Creation & Curation] Create regular social media content to maintain NHB's online presence and support ongoing projects, with emphasis on content that complements editorial pieces and drives engagement across NHB's digital platforms.

[What we are looking for]

• Background in communications, Journalism, English, Marketing, or related fields




• A minimum 3 years of experience in editorial, content management, or digital marketing roles with proven track record of content strategy development is preferred




• Strong editorial skills with excellent writing, editing, and proofreading abilities, demonstrating keen attention to detail and brand consistency




• Experience in managing online content campaigns and driving web traffic through strategic content marketing initiatives




• Proven ability to work effectively with diverse stakeholders and manage multiple content streams simultaneously




• Understanding of digital trends, social media platforms, content marketing best practices, and current digital publishing innovations




• Knowledge of Singapore's cultural landscape and heritage sector would be an advantage




• Experience in budget management and familiarity with interactive content development and microsite creation

Technical Skills:

• Proficient in Microsoft Office Suite and content management systems




• Experience with Google Analytics (GA4), Google Tag Manager, Google Search Console, and other Google Marketing Platform tools for comprehensive web analytics, conversion tracking, and performance measurement




• Proficiency with social media management platforms and digital marketing tools




• Understanding of SEO principles and content optimisation techniques




• Familiarity with digital asset management and multimedia content handling