Manager, Digital Product, Customer Journey

1 week ago

Kuala Lumpur, Kuala Lumpur, Malaysia Malaysia Airlines Full time
Position Title

Manager- Digital Product, Customer Journey

Report To

Head, Digital

Role Purpose

This role is responsible for shaping and enhancing the end-to-end digital experience across web, mobile, marketing channels and other digital platforms. This role focuses on mapping and optimizing the customer journey from inspiration and booking to check-in, boarding, and post-travel engagement. To ensure each digital touchpoint is intuitive, seamless, and drives initiatives that improve customer satisfaction, digital adoption, and business outcomes.

Key Accountability
  • End-to-End Journey Mapping & Optimization: Drive cohesive experiences from search through post-flight
  • Customer Data Platform (CDP) Activation: Integrate digital and operational data (PNR, Enrich ID, check-in, complaints) into a unified customer view
  • Targeting Frameworks: Define cross-pillar messaging logic to avoid redundant or irrelevant communications
  • CX Governance: Develop group-wide CX playbooks, targeting rules, and experimentation standards
  • Insight to Action: Partner with IT, Commercial, Marketing, and Loyalty teams to translate data into outcomes
  • Enable Strategic CX Initiatives: Lay foundation for dynamic pricing, predictive engagement, and real-time service recovery
  • Unify customer data across online and offline touchpoints (web, mobile, call center, airport check-in, in-flight, loyalty, etc.)
  • Act as the experience architect across brands, reducing message fatigue and improving targeting relevance
  • Establish CX governance frameworks and best practices across MAG entities
  • Lay the foundation for AI-driven customer engagement — enabling MAG to anticipate, personalize, and adapt in real time across digital and offline channels.
  • Enable future capabilities such as dynamic pricing, real-time personalization, and predictive offers

  • Build relevant timely reports and analytics to prove the ROI in terms of commercial, Customer Service Index.

  • Provide regular reports and updated to upper management as needed to keep them informed about the progress and impact of CX initiatives.

Qualification & Working Experience
  • Bachelor's degree in marketing, Computer Science, Information Technology or a related field.
  • Airline domain knowledge and understanding of customer experience tools such as Adobe will be preferred.
  • 7-10 years of experience in Digital or Ecommerce industry with strong understanding of Customer journey mapping.
Areas of Experience
  • Excellent analytical skills with the ability to interpret data and draw actionable insights from conversation logs.
  • Exceptional communication and interpersonal skills, with the ability to collaborate effectively with diverse teams and stakeholders.
  • Strong organizational skills and attention to detail, with the ability to manage multiple priorities.
  • Proactive and self-motivated with a continuous improvement mindset.
Personality Traits
  • Data driven mindset
  • Communication and storytelling
  • Relationship building
  • Product management and process simplification
  • Team player

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