National Heritage Board

Assistant Manager/Manager, Digital Engagement & Marketing

Fixed Terms

Closing on 14 Apr 2026

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

About your application process

This job is closing on 14 Apr 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