Assistant Director (Integrated Marketing)

As part of PA’s marketing and digital communications division, the Assistant Director (Integrated Marketing) is responsible for developing effective marketing strategies and implementing tactical plans to enhance PA’s brand and presence across the various platforms, channels and touchpoints (offline and online, both HQ-owned and divisions-owned) to boost share of voice and positive public perception. The Assistant Director is expected to work across teams within the PA Communications Group and Divisions PA-wide to drive integrated marketing efforts.

The Assistant Director supports the Deputy Director and the Integrated Marketing team in ensuring PA's digital presence through management of the PA Corporate Website and programming divisions' family sites, Intranet and the PA Whatsapp channel, while driving integrated marketing strategies across these platforms, to enhance stakeholder engagement and brand presence.

Integrated Marketing

• Support the planning, development and execution of whole-of-PA integrated marketing campaigns across traditional (print, events, outdoor advertising, etc.) and digital (social media, email, websites, etc.) platforms.
• Manage end-to-end campaign execution, including strategy, content creation, media planning, and performance analysis.
• Support digital marketing strategy to drive brand awareness and audience growth.
• Track, analyse, and report on marketing performance metrics to optimise campaigns.
• Support the development of compelling marketing collateral, including brochures, and online content.
• Optimise user experience, and social media experience to build brand/programme awareness, generate leads and engagement with PA stakeholders.
• Ensure strategies, plans and execution are integrated with branding and communications.
• Develop and implement conversion best practices, manage and benchmark against competitive research and analysis.
• Support the management of the PA’s Marcomm Grid and provide analysis reports to Management and PA divisions with benchmarks and playbook. This includes synthesising key metrics and audience behaviour trends to derive actionable insights
• Ensure brand standards across all marketing channels, publicity materials and platforms
  
  

Brand Marketing

Ensure brand consistency across all traditional and digital marketing channels (e.g. website, email campaigns, social media, etc.)

• Lead and manage PA’s website SOP and strategy to ensure high quality execution of content and marketing across every Division including optimising Search Engine Optimisation and Search Engine Marketing.
• Collaborate with PA’s Infocomm Technology (ICT) division to ensure that the PA corporate website and network of key touchpoints employs best practices, is up to date, addresses the needs of the audience, and is well-executed against core strategy.
• Lead measurement and tracking of marketing initiatives, conduct competitive analysis, and report learnings and plans to Senior Management, key partners & stakeholders.
  
  

Marketing Leadership & Management

• Coordinate and drive relationships with internal teams and external vendors to ensure seamless execution of marketing initiatives.
• Make recommendations for and manage respective budget items related to marketing, web agency budgets and ensure alignment with divisional goals.
• Facilitate regular exchange of best practices through various platforms.
  
  

Administration and Management

• Ensure the team complies with all government financial, procurement and governance guidelines.
• Manage the team’s project budgets to ensure effective and prudent deployment of resources in line with targeted outcomes.
  
  

Other Duties Not Covered Under Main Responsibilities And Duties.

• Represent Division/PA on internal and external working committees.
• Cover duties of other officers as needed.

As part of PA’s marketing and digital communications division, the Assistant Director (Integrated Marketing) is responsible for developing effective marketing strategies and implementing tactical plans to enhance PA’s brand and presence across the various platforms, channels and touchpoints (offline and online, both HQ-owned and divisions-owned) to boost share of voice and positive public perception. The Assistant Director is expected to work across teams within the PA Communications Group and Divisions PA-wide to drive integrated marketing efforts.

The Assistant Director supports the Deputy Director and the Integrated Marketing team in ensuring PA's digital presence through management of the PA Corporate Website and programming divisions' family sites, Intranet and the PA Whatsapp channel, while driving integrated marketing strategies across these platforms, to enhance stakeholder engagement and brand presence.

Integrated Marketing

• Support the planning, development and execution of whole-of-PA integrated marketing campaigns across traditional (print, events, outdoor advertising, etc.) and digital (social media, email, websites, etc.) platforms.
• Manage end-to-end campaign execution, including strategy, content creation, media planning, and performance analysis.
• Support digital marketing strategy to drive brand awareness and audience growth.
• Track, analyse, and report on marketing performance metrics to optimise campaigns.
• Support the development of compelling marketing collateral, including brochures, and online content.
• Optimise user experience, and social media experience to build brand/programme awareness, generate leads and engagement with PA stakeholders.
• Ensure strategies, plans and execution are integrated with branding and communications.
• Develop and implement conversion best practices, manage and benchmark against competitive research and analysis.
• Support the management of the PA’s Marcomm Grid and provide analysis reports to Management and PA divisions with benchmarks and playbook. This includes synthesising key metrics and audience behaviour trends to derive actionable insights
• Ensure brand standards across all marketing channels, publicity materials and platforms
  
  

Brand Marketing

Ensure brand consistency across all traditional and digital marketing channels (e.g. website, email campaigns, social media, etc.)

• Lead and manage PA’s website SOP and strategy to ensure high quality execution of content and marketing across every Division including optimising Search Engine Optimisation and Search Engine Marketing.
• Collaborate with PA’s Infocomm Technology (ICT) division to ensure that the PA corporate website and network of key touchpoints employs best practices, is up to date, addresses the needs of the audience, and is well-executed against core strategy.
• Lead measurement and tracking of marketing initiatives, conduct competitive analysis, and report learnings and plans to Senior Management, key partners & stakeholders.
  
  

Marketing Leadership & Management

• Coordinate and drive relationships with internal teams and external vendors to ensure seamless execution of marketing initiatives.
• Make recommendations for and manage respective budget items related to marketing, web agency budgets and ensure alignment with divisional goals.
• Facilitate regular exchange of best practices through various platforms.
  
  

Administration and Management

• Ensure the team complies with all government financial, procurement and governance guidelines.
• Manage the team’s project budgets to ensure effective and prudent deployment of resources in line with targeted outcomes.
  
  

Other Duties Not Covered Under Main Responsibilities And Duties.

• Represent Division/PA on internal and external working committees.
• Cover duties of other officers as needed.