You lead a team in driving the Army's branding, communications and marketing campaigns/initiatives to build mindshare and garner support for the Army. You also work closely with various stakeholders to spearhead integrated branding, communications and marketing efforts.
MINDEF
Assistant Director (Branding & Marketing)
Permanent
Closing on 10 Mar 2026What the role is
What you will be working on
- Lead team in conceptualising, planning and execution of branding, communications and marketing campaigns/initiatives
- Work closely with Army Recruitment Centre (ARC), SAF Volunteer Corps (SAFVC), and other MINDEF/SAF stakeholders to conceptualise and plan branding, communications and marketing campaigns/initiatives
- Lead and oversee execution of all media operations and third-party content partnerships for SAFVC
- Assist in vetting and clearance of branding, communications and marketing collaterals from various stakeholders to ensure appropriate branding and portrayal across the Army
- Drive and execute end-to-end publicity across owned, earned and paid channels to ensure brand saliency and positive recall on SAFVC
- Forecast and manage annual publicity budget
- Support crisis communications efforts during high-profile incidents to maintain public confidence in MINDEF/SAF
Challenge(s)
- Conceptualising and synchronising communication and publicity efforts
- Staying relevant and dynamic in a rapidly evolving media landscape
- Adapting to evolving audience expectations, particularly among younger Singaporeans
- Maintaining consistent, credible, and purposeful representation of the Army in fragmented media landscape
What we are looking for
- Education in Branding, Media, Marketing, Public Relations or Communication Studies
- At least 8 years of relevant work experience
- Strong command of written and spoken English
- Good understanding of current media landscape, as well as digital/social media platforms
Only shortlisted candidates will be notified.
About your application process
This job is closing on 10 Mar 2026.
If you do not hear from us within 4 weeks of the job ad closing date, we seek your understanding that it is likely that we are not moving forward with your application for this role. We thank you for your interest and would like to assure you that this does not affect your other job applications with the Public Service. We encourage you to explore and apply for other roles within MINDEF or the wider Public Service.
About MINDEF
The mission of MINDEF and the Singapore Armed Forces is to enhance Singapore's peace and security through deterrence and diplomacy, and should these fail, to secure a swift and decisive victory over the aggressor.
The Defence Executive Officer (DXO) scheme is the non-uniformed career scheme of MINDEF that offers myriad opportunities in various job functions, such as corporate communications, cyber security, data analytics and visualisation, defence policy, finance, HR, psychology, and more. Embodying the same level of commitment towards defence, DXOs work together with their military counterparts to contribute to MINDEF/SAF’s mission and ensure Singapore's security and stability. United by this common cause, our lines of defence complement each other to secure the prosperity and progress of our nation.
Learn more about MINDEF