Assistant Director

**[What the role is]**

To lead the strategic development and activation of Geylang Serai as a Malay culture and heritage precinct by driving innovative programming, marketing communications and place-making initiatives. The role focuses on strengthening the Malay cultural identity through ground-up community engagement, fostering strategic partnerships, and coordinating with co-locating partners to deliver impactful programmes. This includes overseeing visitor experience management, providing strategic direction for precinct development, and serving as key liaison with various stakeholders to ensure the precinct's continued vibrancy and cultural significance.

**[What you will be working on]**

COMMITTEE MANAGEMENT & COORDINATION
- Lead the establishment and coordination of operating structure comprising key representatives from government agencies, local community organisations, academics and Malay community leaders.
- Oversee the Inter-Agency Infrastructure Steering Group (ISG) to coordinate and synergise the masterplans of the various government agencies for the Geylang Serai Precinct (GSP). The Inter-Agency ISG comprises representatives from PA as well as agencies with interests and relevance to the GSP such as URA, HDB, NHB, LTA, STB, NAC, SLA, NParks and NEA.
- Drive the Programme Sub-Committee comprising representatives from government agencies as well as the Malay community and academics to study and recommend programmes that will exploit the potential of the precinct and develop it into a culturally distinctive area.

PLACEMAKING/PROGRAMMING
- Lead the Geylang Serai Precinct Development through strategic oversight of site development plans and reports against financial parameters.
- Establish partnerships and maintain strategic relationships with the relevant MMOs to ensure the effectiveness of the Service Centre.
- Direct the development and implementation of short, medium, and long-term precinct plans through effective coordination with professional agencies and working groups.
- Develop and implement multi-faceted strategies to strengthen the precinct’s Malay cultural identity through planning, design, management of public spaces and creative place making ideas.
- Strategically shape the physical and social character of the cultural belt through Malay arts and cultural activities, working with partnering government agencies to animate the precinct, rejuvenate structures and streetscapes and bring the diverse community together.
- Secure the project team with all relevant documentations to proceed with the development and manage the negotiations to seek resolutions.
- Integrate arts, culture, activities and creative events in the development project.
- Assist all partnering place makers with regulatory needs.
- Serve as a central point for disseminating inter-departmental communication to all relevant staff, key agencies and stakeholders, on a timely basis to ensure they are fully equipped with the necessary knowledge and updates, to effectively manage the expectations.
- Develop a work plan and performance metrics to achieve the strategies and outcomes of the creative place making plans.
- Work with relevant Stakeholders in WGS and other Government agencies to create a cohesive and intelligible structure to realise the objectives and goals for the place-making ideas.
- Plan and co-ordinate meetings, as part of the relations to ensure a high-level of involvement of a ground’s-up initiative and minority-group participation.
- Facilitate and see through all approved ideas, concepts and designs for the development of the cultural belt.

MARKETING COMMUNICATIONS
- Develop and manage the Annual Communications and Marketing Work Plan, including budget forecasting and allocation.
- Conceptualise and implement strategic partnerships with tenants and Co-Located Partners (CLPs) operating within WGS.
- Establish and nurture new working relationships and partnerships to leverage external resources and capabilities, maximising impact whilst achieving cost efficiencies for WGS.
- Oversee and ensure the sustainability of social media content strategy and execution.
- Cultivate and maintain strong relationships with media partners.
- Collaborate with the team to enhance Media Advertising Value (MAV) performance.

FINANCE & PROCUREMENT
- Assist the General Manager to plan, direct and control the procurement, finance and accounting activities which includes review and implementation of financial policies and procedures for development account, to meet the operational and management needs of the precinct development.
- Ensure the financial governance meets PA’s and Government IMs.
- Manage and handle budget allocation and funds disbursement to ensure adequate funding and optimal utilisation of resources.
- Provide advice, manage and oversee the financial and accounting policies and procedures to ensure operational efficiency and compliance.
- Liaise with PAHQ and ICH on periodic closing and reporting of accounts,