Agnes Lim

Director Marketing Communications

Land Transport Authority

Agnes Lim is the director of marketing communications at the Land Transport Authority, bringing over two decades of experience in public and private sector communications. She drives the strategic direction for Singapore’s land transport branding, social media, events management, and nationwide public engagement, focusing on shaping public narratives that build community trust and deliver measurable public impact.

Throughout her tenure at LTA, Agnes has spearheaded highly successful integrated marketing and behavioural-change campaigns that have become embedded in Singapore’s daily transit culture. Key milestones include the iconic Graciousness on public transport campaign featuring the Five Thoughtful Characters, the creative Knackstop lifestyle merchandising brand, and high-visibility community engagement initiatives like the Move Lite Hello Kitty Adventures and Travel Guardians. She also steers the comprehensive publicity and experiential marketing leading up to the opening of major new MRT lines and stations.