Integrated Communications Expert

Reporting To: Director General — Islamabad

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Main Responsibilities

A. Integrated Media Strategy & Content Development
  • Develop and implement comprehensive communication strategies across electronic, print, and digital platforms.
  • Coordinate messaging to ensure consistency of tone, branding, and content across all communication modes.
  • Lead the design and production of communication materials, including brochures, banners, publications, press releases, and digital/online content.
  • Maintain and upgrade the Pakistan Customs' website and social media channels.
  • Ensure alignment of media campaigns with the CPRS and overall organizational goals.
B. Knowledge & Stakeholder Data Management
  • Disseminate technical publications from entities such as WTO, WCO, UN/CEFACT, UNCITRAL, and others to relevant stakeholders.
  • Ensure timely production and distribution of laws, tariffs, rules, and procedural guidelines for external audiences.
  • Develop, maintain, and update a digital register of internal and external stakeholders.
C. Support to Communication Campaigns
  • Provide technical and editorial input into all content supporting Customs' reforms, awareness efforts, and operational messaging.
  • Collaborate with Director (HQ) to ensure smooth execution of outreach programs, media briefings, and press events.
  • Standardize communication formats and templates to enhance clarity and consistency across platforms.
  • Assist in drafting rules, procedures, and public content.
D. Perception & Reputation Management
  • Monitor public discourse and media sentiment to shape responsive messaging.
  • Support HQ and Director General's office in reputation risk mitigation and public image enhancement campaigns.
  • Contribute to perception management operations across platforms.
  • Provide technical support to HQ on media relations and content dissemination.
  • Assist the Director General in narrative building, storytelling initiatives, and public image building campaigns.
E. Communication Technology & Monitoring
  • Introduce modern communication tools and methodologies for performance tracking.
  • Use digital analytics to measure campaign reach, effectiveness, and stakeholder engagement.
  • Develop internal protocols for integrated communications and assist DG in their compliance.
  • Help devise technical compliance and outreach plans.
  • Monitor impact of communication initiatives using digital tools and analytics.
  • Monitor the performance of service providers.
F. Other Responsibilities
  • Act as a key liaison for all media development, briefing, and content preparation activities under guidance of the Director General.
  • Collaborate closely with Director (HQ) to align messaging across campaigns and formats.
  • Support development of talking points, briefings, and media content for the Director General as official spokesperson.
  • Perform any duties assigned by the Director General or the Board.
Qualifications, Experience and Skills
  • Bachelors or Master’s degree in Mass Communications, Public Relations, Media Studies, Strategic Communications, or a related field.
  • Minimum 9+ years of relevant professional experience in a large institutional environment, including: integrated communication strategy and planning, content creation and management across platforms (websites, social media, print), media relations and crisis communications, and data/metrics-based campaign evaluation.
  • Experience of using AI tools to support the job description.
Competencies
Leadership Planning & Organizing Communication Judgement/Decision making Analysis/Problem Solving