Kerja Sepenuh Masa, Deputy Director (International Brand Office), Comms - Engagement Div di Ministry Of Trade And Industry (Singapore) - Maukerja

What The Role Is

MTI’s Communications and Engagement Division (CED), is hiring a Deputy Director for its International Brand Office (IBO). Established in 2025, IBO is responsible for building awareness of Singapore with an international business audience and providing guidance to other government agencies on their international branding and marketing.

The Deputy Director heads up the IBO and reports to Director (CED).

What You Will Be Working On

• Leadership and management
• Set IBO’s overall direction, strategy and budget
• Lead a team of three officers to achieve IBO’s objectives
• Update MTI senior management on IBO’s strategy and work
  
  (b) International brand strategy
• Oversee and periodically revisit a Singapore brand narrative for international audiences, which includes brand truths, brand purpose, and a creative brand platform
• Align and socialize the brand narrative with other government agencies with a stake in the Singapore brand internationally – this includes MTI’s statutory boards as well as other Ministries such as the Ministry of Digital Development and Information (MDDI)
• If necessary, commission brand health studies and/or other relevant research to analyse international perceptions of the Singapore brand
  
  (c) Brand execution and campaigns
• Increase awareness and positive perceptions of Singapore through a series of campaigns and marketing & comms activities, drawing on the refreshed brand narrative in (b). This includes determining what types of campaigns and activities are needed given the current state of the Singapore brand; examples include brand films, paid media, brand partnerships, event activations, earned media outreach, and public comms
• Work with MTI-CED and other government organizations on amplifying IBO’s campaigns through their channels
  
  (d) Brand governance and coordination
• Drive consistent application of the Singapore brand in other government agencies’ international campaigns. This includes compelling other agencies to adopt a brand guide developed by IBO
• Coordinate and streamline the spectrum of international brand sensemaking efforts – such as brand health studies – being conducted across the MTI family, MDDI, and other government organizations
• Coordinate and monitor efforts by other organizations to amplify the Singapore brand to an international audience
  
  (e) Others
• Drive or support other relevant MTI work as needed, including within and outside of MTI-CED
  
  

What We Are Looking For

• At least 12 years’ working experience, preferably in B2B marketing or the public sector. A substantial part of this experience should be in branding and/or marketing, again preferably in B2B or the public sector; this can be with a marketing agency or as part of a corporate/government brand marketing team
• Experience in planning and executing integrated marketing campaigns spanning paid, owned, and earned channels
• Experience supervising and working with marketing vendors such as creative agencies and market research firms
• (Preferred) Experience with Singapore government branding, marketing and comms
• Study in a relevant discipline including, but not limited to Marketing, New Media, and Mass Communications
  
  
• Strong leadership and management skills
• Strong strategy and analysis skills
• Able to lead a team and achieve results, with minimal supervision
• Able to influence internal and external stakeholders, including many who are not
  
  

marketing or brand experts

• Comfortable with ambiguous and complex working environments
• Strong verbal and written communication skills