Manager/senior Mgr, Digital Transformation

2 weeks ago

Singapore STB Singapore Tourism Board Full time
[What the role is]


In this role, you will drive Digital Transformation for STB with the goal of using digitalisation to improve STB's work and business.

In addition, you will support the development of STB's omni-channel efforts through Customer Relationship Management (CRM) platform and chatbot to provide visitors with seamless and convenient access to destination information and visitor services.


[What you will be working on]

STB digitalisation journey

  • Upskilling STB staff in the digitalisation journey: Assessing and exploring STB use-cases for available tech stack and understanding line units' challenges that can be solved by adopting digital solutions. Providing training and support to STB staff to enhance their digital capabilities.
  • Developing priorities and strategy for

Digital Maturity:
Working with STB senior management to shape and drive digital transformation initiatives.

Collaborating with line units to create user guides and training materials as the Board adopts new technologies and digital capabilities.


Change management and project updates:
Managing change management processes, including delivering demos and training on digital tools. Presenting project milestones and updates at Board and Management level. Engaging with a community of Change Champions to drive learning and adoption of digital tools for increased productivity.

Collaborate on the development of (Generative Artificial Intelligence, GenAI) Chatbot

Project management for service touchpoints:
Project-managing the development of new and existing service touchpoints, such as the STB chatbot, through agile development. Collaborating with line units to ensure project budgets and work are delivered on schedule. Analyzing visitor journeys to identify technologies that support better service delivery. Engaging and managing vendors to build service touchpoints with integrations to STB's backend systems.

  • Supporting the build of chatbot and CRM system: Supporting the build of generative artificial intelligence (GenAI) chatbot to enhance productivity for STB's frontline staff and support visitor inquiries. Working with appointed vendors for content prioritization, user acceptance testing, and chatbot training.

Oversee future development of Customer Relationship Management (CRM) system

  • Facilitating the build of visitor profiles and their interactions within STB's CRM system: Harmonizing data within CRM and ingesting it into STAN for visibility and dashboards to support service strategies.
  • Gathering feedback and improving CRM platform: By working closely with STB Contact Centre team, gather feedback from STB frontline staff on ways to improve the CRM platform. Developing user stories and prioritizing them with the appointed vendor. Performing user acceptance testing and collaborating with the vendor to conduct training for successful CRM feature and function releases.

Monitoring adoption and performance:
Close monitoring of GenAI chatbot and CRM adoption by visitors and frontline staff. Generating reports and creating dashboards to monitor performance. Utilizing data for storytelling and sharing visitor insights boardwide.

[What we are looking for]

  • At least 3 years of channels strategy experience or digitalisation strategy experience
  • Enjoy building relationships with working level staff to influence change
  • Keen on emerging trends and have a growth mindset to learn, unlearn and relearn various tools, techniques, processes and technology
  • Good verbal and written communication skills
  • Able to followup on tasks in a timely manner

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