Senior Manager, CX Ground

Malaysia Airlines; Kuala Lumpur; On-site; MYR 50,000 - 70,000; Full time

Job summary

Malaysia Airlines seeks a Senior Manager, Customer Experience (Ground) to lead strategic CX initiatives across MAG touchpoints. You will collaborate with ground, in-flight, F&B, and CX Quality teams to elevate the end-to-end journey for the Group’s Airline, Aviation Services, and Loyalty subsidiaries.

The role focuses on developing and executing CX strategies, roadmaps, business cases, and cross-functional implementation to strengthen the customer experience and drive sustainable growth.

Qualifications

• Deep expertise in customer experience management and end-to-end journey mapping across physical and digital channels.
• Strong ability to translate corporate vision into actionable roadmaps and business cases.
• Creative, detail-oriented approach to service design and problem solving.

Responsibilities

• Spearhead strategic vision and end-to-end CX and product initiatives across priority touchpoints.
• Formulate CX/product strategies across physical and digital channels with solid roadmaps.
• Own end-to-end product lifecycle from ideation to post-launch evaluation.
• Leverage customer insights and benchmarking to drive growth and competitive advantage.
• Partner with executive leadership to secure strategic buy-in and cross-department execution.
• Drive readiness through POCs, pilots, and testing phases across touchpoints.
• Monitor milestones, track KPIs, and refine strategies for performance improvements.
• Lead and mentor the team to deliver a seamless customer journey.
• Foster high-performance culture and cross-functional collaboration.
• Identify capability gaps and upskill team members in leadership and tech.

Skills

CX management

Product lifecycle

Journey mapping

Strategic roadmaps

Business case development

Cross-functional leadership

Education

Bachelor’s degree in business/marketing/economics/management

Job description

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.