Jill Roche

Senior communications and insights strategy leader with 20+ years' experience across government, corporate and not-for-profit sectors in the Asia Pacific region. Specialises in insight-led content strategy, reputation management and stakeholder communications, using media intelligence, social listening and AI tools to shape narratives and protect brand trust. Proven track record working with Heads of Communications and senior leadership to design integrated campaigns, optimise messaging and translate complex media data into clear, executive-ready recommendations.

Brings deep experience in media analytics, KPI frameworks and campaign evaluation across traditional, digital and social channels.

Insights Asia Pacific – Contractor at Isentia Pty Ltd (2026-06 – Present)

Team Leader – Media Insights, New Zealand Team at Isentia Pty Ltd (2022 – 2026)

Led a high-performing communications and media insights function that supports Heads of Communications and senior leadership with insight-led content strategy, messaging and reputation management across New Zealand. Providing ongoing Insights consultancy and intelligence from Kuala Lumpur as of June 2026.

• Provide media intelligence, analytics and reporting that shape major communication plans, content strategies and integrated campaigns for government, corporate and not-for-profit clients.
• Identify emerging reputational risks for key government portfolios (social, health, defence), informing proactive messaging, stakeholder engagement and issues management to reduce negative coverage in top-tier outlets.
• Support crisis communications on social media with real-time monitoring, social listening, sentiment analysis and strategic advice, helping leadership refine key messages within 24 hours.
• Use AI tools (ChatGPT, Gemini, NotebookLM and in-house machine learning models) to enhance content analysis, narrative testing, content moderation and verification, improving the quality and speed of strategic recommendations.
• Translate complex media and audience data into clear, executive-ready narratives, talking points and recommendations for senior stakeholders and communications teams.

Insights Consultant & Content Strategist at NewsSearch (M) Sdn Bhd (2020 – 2021)

Acted as a trusted content strategy and communications advisor, using insights to guide campaign narratives, key messages and content plans for clients across diverse sectors.

• Delivered data-driven media insights that informed content strategy, brand positioning and communication roadmaps, supporting strategic and marketing decisions.
• Identified emerging trends, issues and risks, enabling clients to refine messaging and content themes ahead of competitors and protect brand reputation.
• Translated raw data into compelling stories, decks and visual reports for C-level stakeholders, highlighting audience sentiment, share of voice and campaign impact.
• Aligned content strategy, messaging frameworks and campaign planning with insights from media monitoring, social analytics and qualitative research.

Head of Multimedia & Content / Senior Writer at Caspian Digital Solutions / Capital Front Investor Relations (2019 – 2020)

Led multimedia content and editorial strategy for investor relations and corporate communications, working closely with senior leadership on key messages and stakeholder communication.

• Set content themes, formats and publishing cadence using Google Analytics and Meta (Facebook & Instagram) analytics, optimising content performance and audience engagement.
• Enhanced organisational reputation through press releases, corporate speeches, website content and investor communications aligned to brand and leadership priorities.
• Produced Sustainability Statements for annual reports of companies listed on the ACE Market – Bursa Malaysia, supporting ESG storytelling and regulatory compliance.

Content & Communications at HELP University / Nilai University (2018 – 2020)

Developed content and communication strategies that supported brand positioning, student recruitment and reputation for higher education institutions.

• Created insight-led editorial calendars that balanced institutional priorities with news, cultural moments and academic milestones, generating additional media and content opportunities.
• Developed integrated content strategies across earned, owned and social channels, improving engagement rates and audience growth among prospective students and partners.
• Designed content frameworks and messaging hierarchies aligned to audience insights, improving message pull-through, consistency and brand tone across campaigns and platforms.
• Collaborated with academic and marketing teams to align core messaging, value propositions and campaign narratives with institutional strategy and recruitment goals.

Content & Communications at HELP University / Nilai University (2006 – 2008)

Developed content and communication strategies that supported brand positioning, student recruitment and reputation for higher education institutions.

• Created insight-led editorial calendars that balanced institutional priorities with news, cultural moments and academic milestones, generating additional media and content opportunities.
• Developed integrated content strategies across earned, owned and social channels, improving engagement rates and audience growth among prospective students and partners.
• Designed content frameworks and messaging hierarchies aligned to audience insights, improving message pull-through, consistency and brand tone across campaigns and platforms.
• Collaborated with academic and marketing teams to align core messaging, value propositions and campaign narratives with institutional strategy and recruitment goals.

Media Insights & Reporting (Regional Roles) at Isentia Pty Ltd (2008 – 2018)

Supported regional communications and content leaders with media intelligence, reporting and performance measurement across South East Asia, Australia and New Zealand.

• Produced executive-ready dashboards, briefings and summaries for C-suite stakeholders and Heads of Communications, enabling faster decisions on campaigns, messaging and stakeholder engagement.
• Tracked and reported on high volumes of media coverage (print, online, broadcast, social) across monthly, quarterly and annual reporting cycles, highlighting content performance and narrative traction.
• Developed and implemented a consistent KPI framework (reach, sentiment, share of voice, message pull-through), improving comparability of results across campaigns, brands and markets.
• Contributed to regional projects in reputation tracking, campaign evaluation and media performance analysis, informing future content and communications strategy.

Bachelor of Mass Communication in Mass Communication – University of Southern Queensland Australia (2004)

Certificate in Social Media Measurement – International Assoc. for the Measurement & Evaluation of Communications (AMEC) (2014)

Professional Development Program in Professional Development – Women in Research (WIRe) (2021)