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National Heritage Board

National Heritage Board

Asst Manager/Manager, Marketing & Strategic Communications

Fixed Terms
Closing on 09 Mar 2026

What the role is

The Malay Heritage Centre (MHC) provides cultural exposure and learning opportunities for visitors of all ages and interests. Situated amidst the Istana Kampong Gelam, Gedung Kuning and the surrounding Kampong Gelam precinct, the Centre acts as a vital heritage institution for the Malay community in Singapore. Through its exhibits, programmes and activities, the Centre hopes to honour the past whilst providing a means for present-day expression. The Malay Heritage Centre is under the management of the National Heritage Board in partnership with the Malay Heritage Foundation.

In this role, you should possess the creativity and resilience in delivering engaging and impactful integrated marketing communications campaigns that span across diverse platforms and channels. You will be leading MHC's marketing and communications initiatives in alignment with the Centre's objectives. You will be part of an exciting journey following MHC's reopening, where you will be contributing actively to the development of culture and heritage of the Singapore Malay identity.

What you will be working on

Reporting to the General Manager, you will be part of the Heritage Institutions – Malay Heritage Centre in NHB. As the Manager of Marketing & Strategic Communications, you will be leading the conceptualisation, execution and review of the Centre's campaigns.

Key Areas of Responsibility

  • Develop and implement marketing communications and public relations initiatives aligned with MHC's strategy and objectives, working collaboratively with internal and external stakeholders 

  • Spearhead the conceptualisation and delivery of marketing campaigns for festivals, exhibitions, public programmes and educational initiatives 

  • Oversee the creation and production of high-quality marketing collateral, including key visuals, website content, electronic direct mail, social media content and multimedia resources 

  • Monitor and manage campaign budgets whilst maintaining relationships with vendors and suppliers 

  • Establish, track and analyse key performance indicators to evaluate campaign effectiveness and inform future strategies 

  • Provide support for major programmes and events in the MHC calendar, along with other duties as assigned 

What we are looking for

  • [Marketing Communications Strategy] Ability to lead integrated marketing campaigns with the aim of increasing visitorship to MHC’s online platforms, exhibits and programmes. This includes driving demand and lead-generation campaigns, email automation, SEO/SEM, display ads, content marketing and traditional channels (print, radio, TV, out-of-home, etc).

  • [Content Creation & Curation] Ability to research, develop and curate content ideas for varying purposes (including social media content, promotional videos, etc.)

  • [Data Analytics and Research] Ability to analyse and interpret performance data to uncover consumer insights and inform innovative, data-driven marketing campaign strategies to meet strategic key performance indicators

  • [Brand Strategy and Management] Ability to establish branding guidelines and ensure compliance with internal and external stakeholders

  • [Message Framing and Delivery] Ability to craft clear messages to achieve campaign objectives on various media channels, while considering sensitivities and needs of different target audience groups.

Work Experiences and Knowledge

  • Background in Marketing, Communication Studies, Arts, Humanities, Creative Design or a related field 

  • Preferably at least three to five years of relevant working experience in marketing, strategic communications and/or campaign management is preferred

  • Strong strategic thinking and creative ideation skills with the ability to develop innovative marketing solutions 

  • Demonstrated project management capabilities and excellent problem-solving skills 

  • Proven ability to manage multiple stakeholders and build strong working relationships across different levels 

  • Strong experience in analysing data from multiple sources to derive actionable insights and optimisation strategies

  • Preferably fluent in English and Malay (but not mandatory)

  • Keen interest in history, heritage, arts and culture would be a plus

  • Possess strong organisation and time management skills with the agility to evolving project needs

  • Flexibility to work during evenings and weekends for special events, as required

About your application process

This job is closing on 09 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 National Heritage Board or the wider Public Service.

About National Heritage Board

The National Heritage Board (NHB) champions the development of a vibrant cultural and heritage sector in Singapore. Our role is to make heritage enriching, relevant, accessible and above all, enjoyable to Singaporeans and visitors alike. If you have the Passion …to build a nation of confident people and sense of rootedness …to deliver great service towards a strong community …to inspire generations of Singaporeans through heritage preservation …to continually innovate and develop yourself as a professional …to have fun while doing all of the above We Want You! http://www.nhb.gov.sg

Learn more about National Heritage Board