Ms. Lu Jue assumed the position of Chief Experience Officer (CXO) on 1 April 2022. She joined STB in September 2018 as Deputy Director, Visitor Experience to define the strategy and execution plans for actualising STB’s One Singapore Experience vision. She has been actively enabling interagency collaborations to design/redesign policies, services, and experiences to be more visitor-centric and sustainable for industry and visitors. Jue is an award-winning user experience expert with deep expertise in omni-channel and emerging experiences. Prior to joining STB, Jue specialised in strategy, conceptualisation, digital design and execution at Publicis Sapient. She has led multi-disciplinary teams consisting of designers, strategists, researchers and technologists in projects across industries within Asia, the United States and Europe. With an educational background in Industrial Design and Design Planning, Jue has established strong, methodical problem-solving skills and strategic thinking. She excels in thinking creatively and strategically to define experiences that first meet consumer needs while satisfying business objectives, as well as managing complex engagements, building senior stakeholder relationships, driving business development, and growing internal talent. When she’s not at work, she teaches, travels, reads, and plays with her daughter Hannah.