Singapore Tourism Board

Assistant Director to Deputy Director, Business Engagement & Service Excellence

Permanent

Closing on 21 Nov 2025

What the role is

[What the role is]

This is a strategic leadership role overseeing STB's business engagement platforms and customer service excellence initiatives. The successful candidate will drive product management/development and operational excellence across our BizEngage platform, digital chatbot services and contact centre. Success in this position means enabling STB for more effective account management, optimising lead generation processes, maintaining high service standards across all touchpoints and ensuring seamless customer experiences. This role is critical to STB's mission of enhancing stakeholder engagement and service delivery.

What you will be working on

[What you will be working on]

In this role, you will lead the strategic oversight, product management, development and operations of three key areas:

1. Enabling more effective Stakeholder Account Management through BizEngage: You will manage the BizEngage Salesforce platform as a product, ensuring effective account management, lead generation processes, customer relationship management. This key engagement platform will cut across multiple business verticals within STB and aims to achieve the following core objectives:

a.To support account managers with a 360 degree view of businesses and stakeholders,

b.Drive industry engagement and streamline relationship building and tracking across various touchpoints through collaboration tools

c.Automate workflows and standardise processes to improve response times

d.Deliver data insights via Dashboards aligned to STB KPIs.

2. Ensuring customer service excellence initiatives through STB service touchpoints: You will lead a team overseeing the STB contact centre operations, leading Customer Service Officers in managing public inquiries from tourists and businesses whilst maintaining service quality standards. You will also manage the partnership of our Singapore Visitor Centre Network Partners, which serves as physical service touchpoints for visitors, ensuring that they are well-equipped with the knowledge of the latest attractions and events in Singapore.

3. Enhancing Chatbot for better service responses through Agentic AI implementation: Additionally, you will supervise the chatbot operations across stb.gov.sg and visitsingapore.com, ensuring accurate and timely responses to online queries, and also oversee the Agentic AI implementation of STB chatbots for the future.

Your typical day will involve reviewing platform performance metrics, collaborating with technical teams on system enhancements, conducting stakeholder meetings, analysing customer feedback, and driving continuous improvement initiatives across all service and engagement channels.

What we are looking for

[What we are looking for]

a. At least 5-7 years of experience in customer and stakeholder relationship management, digital platform management, or contact centre operations

b. Experience with Salesforce or similar CRM platforms, with understanding of lead generation and customer lifecycle management

c. Adept in managing customer service operations and teams

d. Strong analytical skills with experience in performance metrics and data-driven decision making

e. Experience in digital customer engagement tools, including chatbot management or similar automated customer service platforms

f. Excellent stakeholder management and communication skills

g. Experience in process improvement and service excellence initiatives

h. Knowledge of licence application processes or regulatory workflows would be advantageous

i. Experience in the tourism, hospitality, or government sector would be beneficial

j. Strong leadership capabilities with experience in managing cross-functional teams

About your application process

This job is closing on 21 Nov 2025.

If you do not hear from us within 4 weeks of the job ad closing date, we seek your understanding that it is likely that we are not moving forward with your application for this role. We thank you for your interest and would like to assure you that this does not affect your other job applications with the Public Service. We encourage you to explore and apply for other roles within Singapore Tourism Board or the wider Public Service.

About Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. Our success comes from working as one STB team in an environment of trust, openness, fun and care. What can you expect as part of #TeamSTB? • Professional and Personal development: We provide structured training and initiatives aimed at equipping you with a well-rounded set of competencies to excel in your career. • Staff benefits: We offer flexible work arrangement, family care leave and wellness programmes to enable you to achieve a healthy level of work-life effectiveness. Award-winning Workplace • Public Sector Employer of Choice: (2nd) 2014, 2nd (2015) and 1st (2016) • Singapore's Top 100 Leading Graduate Employers: Winner - Hospitality, Leisure, and Tourism Sector (2021) • NS Mark (Gold) Accreditation For more information on STB, please visit https://www.stb.gov.sg.

Learn more about Singapore Tourism Board