National Library Board

Assistant Director (Digital Readiness Office)

Fixed Terms

Closing on 12 Dec 2025

What the role is

The National Library Board (NLB) nurtures Readers for Life, Learning Communities and a Knowledgeable Nation by promoting reading, learning and history through our network of 28 libraries across Singapore, the National Library and the National Archives of Singapore.

At NLB, you can look forward to a flexible, hybrid work environment with rewarding, impactful deliverables that improve the lives of the community. With caring colleagues, you will be in an ideal environment for professional development, innovation and impact.

We can offer you:
• A chance to Impact the Community, bridge gaps and empower everyone with the opportunity for learning and discovery.
• An opportunity to Innovate and Push Boundaries. We value ideas, curiosity and a passion for innovation to transform our libraries and archives.
• An organisation that Cares for your Growth and Wellbeing through investment in staff development and wellbeing in a supportive and collaborative environment.

The Digital Readiness Office in NLB steers public education programmes and initiatives at the libraries, to prepare Singaporeans to be future-ready in a Smart Nation.

We are embarking on a 2-year project that aims to encourage people to use Generative AI (GenAI) technologies in their daily lives, through integrated learning campaigns and experiential library showcases.

We are seeking an Assistant Director to support the design and implementation of innovative learning experiences that drive and sustain public interest in GenAI. This role leads a team in creating NLB initiatives that encourage the public to try out GenAI tools in their daily living, as well as learn how to use such technology in a safe and responsible manner. These engagements go beyond just in-library experiences and can expand into broader campaigns across digital and hybrid channels.

We are looking for someone with a passion for creating andragogical learning experiences that excite and inspire people from various walks of life. The role should use engagement strategies, content, gamification, and data, to develop compelling interventions and activities that entice and incentivise library visitors to embark on long-tail journeys in learning and using GenAI powered tools and apps.

What you will be working on

Oversee and provide strategic vision and guidance to the team for the design and deployment of innovative learning interventions, that aim to encourage repeated and sustained public engagement with GenAI apps and tools. These customer pathways move the visitors beyond the initial in-library experiences, to build lasting attitudes and adoption behaviours.
Learning interventions include but are not limited to:
- Phygital gamified interventions that create memorable learning experiences beyond traditional screen-based engagement.
- Digital activities and games with daily challenges, progress tracking, and competitive elements that reward desired user behaviours and sustained participation.
- UGC campaigns around the use of GenAI tools.
- Build community networks around practical GenAI adoption.

Establish and drive comprehensive metrics to measure engagement depth, attitudes, and practical GenAI adoption outcomes amongst participants.
Oversee the capture and analysis of quantitative and qualitative data to continuously optimise intervention design and maximise outcomes through data-driven decision making.
Scan emerging trends in gamification, behavioural and UX design, and GenAI sentiments and thought leadership, to identify opportunities and potential for intervention strategies and content development that are relevant and impactful to the public.
Coordinate with cross-functional teams, partners, and vendors across multiple touchpoints to ensure seamless delivery of integrated campaign experiences for diverse segments.
Manage project resources, timelines, budgets, and stakeholder relationships to ensure appropriate allocations and high-quality delivery of interventions.

What we are looking for

5 to 12 years of relevant experience in creative campaign development (marketing and/or engagement), and/or UX and/or gamification strategies and approaches, and/or learning experience design (LXD).
A keen understanding of user-oriented design and how target audience behaviour can inform development decisions, particularly in gamification and behavioural intervention contexts.
At least 6 years of experience in data-driven strategic planning for service development, with demonstrated ability in metrics design and analysis.
At least 4 years of supervisory experience, ideally managing small teams in a fast-paced environment.
Strategic planning and project management skills and ability to analyse issues with clarity and present balanced proposals for complex learning intervention strategies.
Experience engaging multiple and diverse stakeholders, including senior management.
Excellent written and verbal communication and presentation skills in English.
An interest in GenAI and its practical applications in daily life (e.g. using GenAI tools to assist in recipe generations, travel planning, customised health and wellness plans, ideation for home interior designs, etc.).
Development / technical skill in AI / ML / LLMs is not required.
Backend IT systems development and management experience will not be considered.

Good to have :

Experience in public engagement, outreach and messaging.
Experience working closely with Government stakeholders and environments.
Experience working in agile, cross-functional teams.
Background in behavioural psychology.
Fluency in additional mother tongue languages.

Work location will be at various public libraries, depending on project requirements.

Successful applicant will be appointed on a two-year project contract.

We regret to inform that only shortlisted candidates will be notified.

About your application process

This job is closing on 12 Dec 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 National Library Board or the wider Public Service.

About National Library Board

To each reader, the library is a window to a vibrant imagination and exciting possibilities. For families, the library experience occupies a special in their hearts and of memories collected over generations. Libraries hold a special and familiar place in each of our hearts. NLB seeks to provide a trusted, accessible and globally-connected library and information service so as to promote a knowledgeable and engaged society. If you share our passion to create memorable library experiences for all our readers, we invite you to join the NLB family.

Learn more about National Library Board