Job Description

What the role is:
You will be involved in the creation and execution of a holistic engagement strategy for the Culture Pass initiative, working closely with technology, partnerships, marcoms and operational teams to ensure that that the arts and heritage events offered through the Culture Pass platform cater to a broad spectrum of the population, reflecting the richness and diversity of Singapore's cultural landscape. This is a cross-functional leadership position that requires a strategic mindset with hands-on execution capability, coordinating cross-team efforts in the development of digital and physical activation strategies, ensuring an integrated approach to both online and offline engagement.
What you will be working on:
Integrated Engagement Strategy (Partner and Citizen Engagement to Drive Awareness and Adoption) o As part of the Integrated Engagement function, a key priority is to ensure strong awareness and sustained participation in the Culture Pass initiative - both from cultural event organisers and the public. This requires a strategic, coordinated approach across content development, stakeholder partnerships, marketing, and on-ground activations to build recognition, trust, and enthusiasm around the Culture Pass platform. o Develop and implement targeted engagement plans to introduce the Culture Pass to a wide spectrum of arts, heritage, and cultural partners - from major institutions to grassroots and independent groups. o Clearly articulate the benefits of being part of the Culture Pass ecosystem - such as extended reach, marketing support, and access to new and diverse audiences. o Co-develop toolkits and content templates to help event organisers promote their listings effectively, and equip them to communicate clearly with their own communities about the Culture Pass. o Amplifying Awareness through Partners' Channels: Leverage partners' marketing and communication channels to broaden awareness of the scheme. Develop co-branded marketing materials, social media content, and outreach messages to effectively engage target audiences. Monitor and assess the impact of outreach initiatives and adjust strategies as needed. o Foster long-term relationships through regular check-ins, feedback loops, and recognition of exemplary partners - cultivating a sense of shared ownership and advocacy. o Tailor outreach strategies to specific citizen groups - including youths, families, seniors, and digitally less engaged communities - with clear understanding of their needs, barriers, and cultural preferences. o Lead offline outreach efforts such as roadshows, neighbourhood pop-ups, and partnerships with grassroots and social service networks to reach citizens who may not be active online. Cross Functional Content Creation, Coordination & Support o Work with marketing and communications teams to create compelling and culturally resonant content - including artist spotlights, user stories, event highlights - to generate excitement, reinforce the platform's relevance, and drive word-of-mouth. o Ensure all communications are available in Singapore's four official languages, and provide accessible formats (e.g., large print, captioned videos) to ensure inclusivity. o To strengthen awareness efforts, Integrated Engagement will also oversee mechanisms to gather insights from both event organisers and citizens to inform ongoing improvements. o Guide the production of educational content (e.g., "How-to" guides, video tutorials) to assist users in navigating the platform, understanding credit redemption, and making the most of their cultural experiences. o Monitor and evaluate the effectiveness of marketing initiatives to refine strategies and maximise reach. o Provide partners with relevant information, promotional assets, and training where necessary to effectively communicate the scheme's benefits. o Create opportunities for local cultural leaders, ambassadors, or influencers to advocate for the programme and foster community buy-in, particularly for culturally relevant events. Feedback, Insights & Continuous Improvement o Facilitate regular feedback opportunities through surveys, dialogue sessions, and digital tools to understand perception, awareness gaps, and areas for enhancement. o Track awareness and adoption metrics across organiser and user segments (e.g., partner sign-ups, credit redemption, repeat usage) to evaluate the effectiveness of outreach efforts. o Use insights to fine-tune messaging, adjust campaign tactics, and identify opportunities for deeper engagement and reach. o Collaborate with internal teams to streamline processes and develop tools that support a smoother partner and citizen journey. o Regularly report on progress towards engagement goals, ensuring that senior leadership and stakeholders are kept informed on key metrics and trends. Cross-Functional Project Management o Develop and manage integrated project plans, timelines, and milestones to support the delivery, partner onboarding, public rollout, and offline engagement initiatives. o Track cross-functional dependencies and progress; prepare updates for senior management and key stakeholders. o Manage project documentation, reporting, and escalation protocols to support operational readiness and accountability.
What we are looking for:
Key Requirements: o Experience in Community Development, Arts Management, Marketing, or a related field. o At least 3 years of experience in public engagement, stakeholder management, outreach and/or community-focused roles. o Good understanding of the arts and heritage sector is key o Strong experience in managing cross-functional teams, coordinating across departments, and driving collaboration across diverse stakeholders. o Familiarity with digital engagement tools, social media management, and content strategy development. o Excellent communication and interpersonal skills, with the ability to build trust and rapport with diverse stakeholders. o Empathy and understanding of the needs of digitally challenged individuals. o Problem-solving skills with the ability to implement creative and effective solutions. o Ability to work independently and as part of a collaborative team. Key Competencies: o Excellent project management and organisational skills, with the ability to juggle multiple initiatives and competing priorities. o Strong leadership and team coordination abilities, with a collaborative approach to problem-solving. o Proficiency in creating and executing content strategies that are culturally sensitive and inclusive. o Strong written and verbal communication skills, with the ability to convey complex ideas clearly to diverse audiences. o Comfort in working in an agile, start-up environment with a flexible, solution-oriented mindset. **Shortlisted applicants will be notified within 4 weeks of the closing date of this job posting.
About Ministry of Culture, Community and Youth:
We aim to build a cohesive and resilient society, deepening the sense of national identity and affinity for Singapore through strengthening community bonds, promoting of the arts and heritage, youth engagement, sports development, volunteerism and philanthropy.