Executive/Senior Executive, Service Innovation & Communications

at  SMRT Corporation Ltd

QUALIFICATIONS & WORK EXPERIENCE

• Minimum degree in Marketing, Business Administration, Mass Communication, or other relevant disciplines.
• At least 2 years’ work experience in marketing, corporate strategy and/or planning role, preferably in the service industry.
• Copywriting and basic design skills to develop content for internal social media, videos, and posters.
• Experience in Customer Experience transformation and process design (e.g., design thinking, customer journey mapping) will be a bonus.

SKILLS

• Effective writing, speaking, and presenting skills.
• Meticulous attention to detail with excellent planning and coordination skills.
• Multi-tasker with demonstrated abilities to manage tight timelines and cross-functional teams.
• Resourceful and able to work with internal and external stakeholders.
• Good disposition and service-oriented mindset.
• Proficient in Microsoft Office suite.
  SMRT Trains Ltd was incorporated in 1987 and operates Singapore’s first mass rapid transit system. Today, we manage and operate train services on the North-South Line, East-West Line, the Circle Line, the Thomson-East Coast Line, and the Bukit Panjang Light Rail Transit. With over 5,000 employees, more than 250 trains, and 141 km of rail tracks across 108 stations, we serve millions of commuters daily

JOB PURPOSE

Service Innovation & Communications Specialist (Branding, Social Media & Web Management)

RESPONSIBILITIES

• Supporting Trains and Service Excellence Corporate Branding through Social Media/Digital Strategy and Management
• Create and publish engaging content on LinkedIn, reflecting our corporate brand and values as assigned by GCEO.
• Assist in maintaining and updating content on the Trains Website and the Service Excellence Corp page as assigned by GCEO.
• Video production initiatives that promote the corporate brand as assigned by SMRT Chairman.
• Develop and lead the overall corporate branding and digital strategy in alignment with the organisation’s long-term vision.
• Advise the executive leadership team on emerging trends and opportunities in branding, social media, and web management.
• Enhancing Commuter Experience
• Work on wayfinding improvements, including implementing technologies such as NaviLens/Murals at stations to enhance commuter navigation.
• Mobile application development aimed at improving the overall commuter experience.
• Implement gamification elements in the mobile app to incentivise commuter engagement and enhance their experience.
• Explore partnerships with tech startups to introduce cutting-edge technologies for navigation and convenience.
• Service Communications & Operations\
• Develop and maintain operational messages that are clear, concise, and aligned with our commitment to service excellence.
• Assist in managing SMRT Connect, ensuring it is an effective communication platform for our organisation.
• Establish KPIs for SMRT Connect to measure its effectiveness in fostering communication and engagement.
• Analytics and Reporting
• Regularly analyse the performance of branding, social media, and web initiatives.
• Prepare reports with key metrics and insights to assess the effectiveness of communication strategies.
• Utilize advanced analytics tools to track user engagement, sentiment analysis, and audience demographics on digital platforms.
• Collaboration
• Collaborate with cross-functional teams, including Corp Comms, Commuter Engagement and IT, to ensure consistency in branding and messaging.
• Stay updated on industry best practices and emerging trends in branding, social media, and web management.
• Coordinate efforts with external agencies for branding and communication projects when necessary.
• Communication Campaigns
• Plan and execute integrated communication campaigns across various channels to promote new services, initiatives, and events.
• Collaborate with internal teams to gather information and create engaging content.
• Conduct post-campaign analysis to assess the impact and ROI of communication campaigns.
• Other Duties
• Secretariat duties for various division and department meetings.
• Supporting other functions of the department as and when required (service training, developing ad-hoc service scripts).
• Oversee the development and maintenance of an internal knowledge base for service scripts and protocols.
• Assist in organising public events and promotions to increase brand visibility and engagement.
• Support the organisation’s sustainability initiatives by incorporating eco-friendly messaging into branding and communication materials.