Assistant Director, Digital & Visual Communications (EG)

JOB PURPOSE

The Assistant Director, Digital & Visual Communications leads Woodlands Hospital's digital, visual and content communications portfolio, driving integrated storytelling, audience engagement and brand experience across digital, social and physical touchpoints.

Reporting to the Director, Corporate Communications, the incumbent is responsible for translating organisational priorities into compelling, audience-centric communications through effective content planning, creative storytelling, channel management and digital engagement strategies.

The role oversees the development and execution of Woodlands Hospital's content and editorial calendar, social media presence, visual communications, video strategy, digital storytelling, publications and environmental branding initiatives. Working closely with the Strategic Communications team, the incumbent ensures organisational narratives are effectively amplified through coordinated, timely and engaging content across all owned channels.

The incumbent will lead a multidisciplinary team responsible for content development, visual design, photography, videography and digital communications, while strengthening Woodlands Hospital's reputation, visibility and stakeholder engagement.

MAJOR DUTIES & RESPONSIBILITIES

Specific

1. Content Strategy and Editorial Leadership

• Lead the development and execution of Woodlands Hospital's integrated content strategy across internal and external channels.
• Own and manage the organisation's content and editorial calendar, ensuring content priorities are aligned with organisational goals, service launches, campaigns and strategic initiatives.
• Identify opportunities for proactive storytelling and audience engagement through timely, relevant and impactful content.
• Drive a coordinated content planning process across departments and stakeholders.
• Ensure effective amplification of organisational priorities through appropriate content formats, channels and campaign sequencing.

2. Digital Communications and Channel Management

• Lead Woodlands Hospital's digital communications strategy and content distribution across owned digital platforms.
• Oversee management of corporate social media channels, and digital engagement initiatives.
• Develop channel strategies that strengthen audience reach, engagement and digital influence.
• Monitor channel performance, audience trends and emerging digital platforms to optimise communications effectiveness.
• Ensure content is distributed through the most appropriate channels and formats to maximise impact and audience reach.

3. Visual Storytelling and Creative Communications

• Lead the conceptualisation and development of compelling visual communications that strengthen Woodlands Hospital's reputation and brand presence.
• Ensure creative outputs are audience-centric, visually engaging and aligned with corporate messaging and brand standards.
• Establish and maintain creative quality standards across all communications outputs.

4. Brand Experience and Environmental Communications

• Lead the planning and execution of visual storytelling initiatives across the hospital campus.
• Ensure consistency of visual identity across physical and digital touchpoints.
• Support efforts to strengthen the Woodlands Hospital brand and stakeholder experience through environmental storytelling and placemaking initiatives.

5. Campaign Development and Amplification

• Develop integrated communications campaigns that support organisational priorities, service launches, community outreach and staff engagement initiatives.
• Plan and coordinate content deployment across multiple channels and platforms.
• Ensure effective amplification of strategic communications initiatives through coordinated content, creative and channel strategies.
• Partner Strategic Communications colleagues to translate organisational narratives into impactful audience experiences.

6. Leadership and Team Management

• Lead and develop a multidisciplinary team comprising content creators, designers, photographers, videographers and digital communications professionals.
• Foster a culture of innovation, collaboration and continuous improvement.
• Build team capabilities in digital storytelling, social media, visual communications and content development.
• Provide coaching, mentorship and performance management to team members.

7. Stakeholder and Vendor Management

• Partner internal stakeholders to understand communications objectives and develop effective content and creative solutions.
• Manage external agencies, production houses, photographers, videographers and other creative vendors.
• Oversee project budgets, procurement processes and vendor performance.
• Ensure projects are delivered on time, within budget and to expected quality standards.

JOB REQUIREMENTS

Education / Training / Experience

• At least 10 years of experience in Corporate Communications, Marketing, Digital Communications, and/or creative leadership roles.
• Proven leadership capabilities, with experience leading teams, managing complex projects, and engaging diverse stakeholders.
• Good understanding of Singapore's healthcare sector and key healthcare initiatives is an added advantage.

Professional License (if any)

• Degree in Public Relations, Mass Communications or related course.
• Knowledge of Canva, Capcut, Adobe softwares (Photoshop, Illustrator, Premiere Pro etc.) preferred

Attributes

• Highly fluent in English (written and spoken) with excellent writing, editing and proofreading skills. 
• Independent individual with strong project management skills. Ability to handle multiple projects and deadlines.
• Passionate about communications and storytelling; ability to see the big picture and translate complex concepts into easily understandable and engaging content. 

• Agile team player, results-oriented, self-motivated and resourceful