Senior Manager, CX Ground

Position Title

Senior Manager, Customer Experience (Ground)

Report To

General Manager, Group Customer Experience

Position Summary

This role is responsible to lead the strategic development and execution of customer experience initiatives across key touchpoints for Malaysia Aviation Group (MAG). By collaborating closely with ground, in-flight, F&B, and Customer Experience (CX) Quality & Assurance leads, the incumbent will integrate critical customer insights to elevate the end-to-end journey across the Group’s Airline, Aviation Services, and Loyalty subsidiaries.

Key Accountabilities

• Spearhead the strategic vision and end-to-end execution of customer experience (CX) and product initiatives across priority touchpoints.
• Formulate comprehensive CX and product strategies across physical (face-to-face) and digital channels, developing robust business cases and roadmaps aligned with corporate objectives and brand standards.

Own the end-to-end product lifecycle from ideation, market research, and feasibility analysis to testing, commercialization, and post-launch evaluation.

Leverage deep customer insights, emerging industry trends, and global competitor benchmarking to maintain competitive advantage and drive sustainable business growth.

Partner with executive leadership and internal business units to secure strategic buy-in, ensuring seamless cross-departmental execution of projects.

Drive operational readiness through structured proofs-of-concept (POCs), pilots, and rigorous testing phases across all priority touchpoints.

Monitor implementation milestones, track core KPIs, and dynamically refine strategies to optimize performance outcomes.

Lead, inspire, and mentor the team to realize the vision of an industry-leading, seamless customer journey.

Foster a high-performance working culture grounded in corporate principles, driving productivity, operational efficiency, and cross-functional teamwork.

Identify capability gaps and architect targeted upskilling programs to equip team members with advanced technical and leadership competencies.

Qualifications & Experience

• Bachelor’s Degree in Business Administration / Marketing / Economics / Management or a relevant discipline
• At least 10 years of working experience in strategic transformation program design and delivery

Area of Experience

• Customer experience management
• Product development
• Culture change
• Employee engagement

Skill & Competency Requirements

• Deep expertise in customer experience (CX) management, product lifecycle frameworks, and end-to-end journey mapping across physical and digital channels.
• Strategic thinking with the ability to translate corporate vision into actionable roadmaps and business cases.
• Highly creative, detail-oriented, and innovative approach to problem-solving and service design.

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