Deputy Director

Institution: National Healthcare Group

Family Group: Administration

Responsibilities

Communications strategy and organisational narrative

Develop and implement the annual integrated communications strategy, workplan and budget, aligned with departmental KRAs and population health priorities.
Work closely with Population Health Planning and Development from the outset to understand emerging needs, programme intentions and strategic priorities, and translate these into narratives, campaigns and public communications.
Develop and maintain message frameworks for NHG Population Health, its Regional Health Manager role and the 15M movement, ensuring alignment with NHG Health’s corporate positioning and communications policies.
Work with team to roll out a health masterplan and communicate the masterplan with relevant stakeholders

Oversee proactive media relations, media pitches, press releases, media queries, interviews, spokesperson preparation and media monitoring in coordination with NHG Health Group Communications.
Lead issues and crisis communications within the Population Health remit, including risk assessment, response protocols, holding statements, escalation and coordinated stakeholder updates.
Oversee leadership speeches, talking points, presentations, corporate publications, organisational announcements and internal communications that help staff understand and support population health priorities.
Ensure consistent brand application, editorial standards and accurate, accessible communications across corporate, programme, service, event and partner materials.

Lead integrated campaigns to build awareness and understanding of the 15M movement as NHG Health’s social movement for health, and translate interest into participation and community ownership.
Develop audience-specific messages and behavioural nudges that address barriers, make the next action clear and encourage residents to join preventive health activities, attend recommended screening and return for follow-up activities.
Position Healthiverse as the movement’s flagship activation platform and plan communications before, during and after activations to connect residents with sustained activities in their towns.

Develop and phase town-level communications plans covering all 12 towns, tailored to local demographics, population needs, languages, community context and available services.
Work with the Engagement team to map and activate community touchpoints and trusted channels, identify residents who are not being reached, and adapt outreach for seniors, families, youths, working adults and harder-to-reach groups.
Equip community partners, Resident Connectors and Organisers with practical toolkits, local content and clear calls to action so they can mobilise their communities.
Use ground feedback to refine messages and channel choices, and share insights with Planning and Development and programme teams to improve the resident experience.

Oversee websites, social media, digital campaigns, email and other resident-facing channels, including editorial calendars, community management, social listening and paid media where appropriate.
Lead content development across formats, including health information, resident and partner stories, videos, campaign materials, publications and event communications.
Work collaboratively with the creative team from briefing through delivery, combining communications judgement and creative expertise to produce clear, compelling and accessible materials.
Ensure health claims and screening messages are reviewed by appropriate clinical or programme owners, and that consent, personal data protection and approval requirements are observed.

Coordinate communications with Engagement, Partnerships, Planning and Development, clinical and programme teams, NHG institutions, Group Communications and external partners.
Lead, coach and develop the communications team; set priorities, allocate resources, clarify accountabilities and build capability in strategic writing, audience planning, media engagement and campaign evaluation.
Establish workflows for briefs, joint content and creative development, approvals, delivery and review; manage concurrent requests and resolve competing priorities.
Manage agencies, vendors, procurement and communications expenditure in accordance with NHG requirements, ensuring quality, timely delivery and value for money.

Define campaign objectives, baselines and measures with programme and engagement owners; monitor performance and use evidence to improve messages, channels and resource allocation.
Report on awareness, understanding, engagement and attributable actions where data allows, including registrations, screening attendance, repeat participation and partner mobilisation.

Requirements

Degree in Communications, Mass Communication, Public Relations, Marketing or a related discipline, or equivalent relevant professional experience.
Typically at least 10 years of relevant communications experience, including substantial experience leading teams and integrated communications programmes
Strong experience across corporate communications, media relations, reputation and issues management, internal communications, digital channels, content strategy and campaign delivery.
Excellent writing, editing and strategic judgement, with the ability to synthesise complex organisational, clinical and community perspectives into clear narratives for different audiences.
Demonstrated ability to use audience insights and behavioural approaches to support public engagement and measurable action; healthcare, public sector or community engagement experience is advantageous.
Strong stakeholder management, people leadership, project and budget management skills, with the ability to guide a team and deliver through cross-functional collaboration.
Able to work under 100% onsite arrangement with office location in Novena.

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