Flying Singapore’s Flag Abroad to Bring Home Better Job Opportunities

Multinational firms create businesses for our local SMEs who hire the majority of local workers.

Maisarah’s career journey has taken her from Singapore to Amsterdam, where she now leads efforts to promote Singapore as a business hub in the Benelux region. Along the way, she is embracing new challenges – both in the boardroom and in learning Dutch.

From Singapore to The World

Picture this: A Singaporean woman, smartphone in hand, furiously swiping through Dutch language lessons on Duolingo. Meet Maisarah Razak, whose mission to become conversant in Dutch is just the tip of the iceberg as she embarks on her new role with the Economic Development Board (EDB) as Regional Director for the Benelux (Belgium, Netherlands and Luxembourg) region.

Fresh out of the National University of Singapore with a Business Administration degree, Maisarah started her career at Jurong Town Corporation (JTC) in 2015 as a talent acquisition officer. Her role involved understanding the organisation's talent needs, and transforming hiring programmes to make JTC a more attractive employer. From restructuring internship programmes to enhancing training initiatives, Maisarah’s work was about positioning JTC as a top choice for talents. Little did she know, she was laying the groundwork for an even bigger challenge. 

Fast forward to 2019, and Maisarah finds herself at EDB’s Human Capital Division (later known as the Industry Manpower Division) where she took on a policy and planning role to help companies tackle manpower issues and ensure that Singapore’s talent pool remains competitive on a global stage. “We were trying to answer questions such as how we can better profile Singaporeans for C-suite roles in global companies. It is also about helping Singaporeans step out of their comfort zones, to see beyond the local market if we want to remain competitive,” she explains.

Driving Workforce Growth

Subsequently, when Maisarah transitioned to the Energy and Renewables division at EDB as an Account Manager, she found herself at the heart of Singapore’s sustainability efforts. Her role involved working closely with government agencies and industry players to anchor new projects and transform operations in line with Singapore’s net zero emission ambitions. 

“We’ve invested a lot in building capabilities for this sector, providing the right environment for businesses wanting to be here,” Maisarah shares. “But it’s not just about having the right environment. It’s also about our talents’ ability to pivot and adapt to these transformations.”

Maisarah's focus went beyond just attracting green investments. She worked tirelessly to translate these efforts into tangible job opportunities for Singaporeans. This work complements the coordinated efforts of government economic agencies to both attract jobs to Singapore and prepare the workforce for new roles in the green economy. "To secure Singapore's place in the green economy, we need to pursue more sustainable operations," she says. "This means new roles will emerge, and our workforce needs to be ready for this changing landscape." 

Given Singapore's size and limitations, Maisarah emphasises the importance of an outward-looking approach. "We must stay open and build up our knowledge, understand different perspectives, and participate in global dialogues as we adapt to new developments," she asserts.

Driven by her interest in global trends, Maisarah took on a side project at the Europe desk in EDB, engaging with partners from the Benelux region during their visits to Singapore. This experience not only deepened her understanding of the region but also set the stage for her next career move.

A New Chapter in Amsterdam

In August, Maisarah embarked on an exciting new journey as the Regional Director for the Benelux region, based in Amsterdam. Her experience in the energy sector and the connections she forged at the Europe desk made her a natural fit for this expanded role. Now, Maisarah engages with companies and executives across the region to promote Singapore as a prime destination for business expansion and investment.

“Being based in Amsterdam allows me to actively showcase Singapore’s strengths as a strategic business hub in Southeast Asia. It’s an opportunity to highlight how our location and expertise offer valuable advantages for companies looking to expand to the fast-growing APAC region,” Maisarah says excitedly.

But this move is not just about business. For Maisarah, it's a personal adventure too. She and her young family of two daughters are embracing the challenge of immersing themselves in a new culture and way of life. “While there were many considerations we had to make for the move, including schooling arrangements for my children, it is also a chance for us to grow as a family, and for me to gain on-the-ground experience that will help strengthen the relationships and connections we’ve built in the Benelux region,” she adds.

With her growth mindset and track record in making the most of opportunities, there is no doubt that Maisarah will do her best in representing Singapore. And who knows? She might return to Singapore fluent in Dutch after the stint too! 

Beyond anchoring foreign investments here to build a vibrant economy, EDB’s mission is to create good business and job opportunities for Singapore.

Here’s how you can prepare for the future of work

Watch Maisarah's video on gov.sg YouTube!

Article by: Maven Potter
Photos by: Maven Potter & Maisarah Razak