Lead Product Designer - Demand and Ads

📍 Job Overview

Job Title: Lead Product Designer - Demand and Ads

Company: Grab

Location: Petaling Jaya, Selangor, Malaysia

Job Type: Full-time

Category: Product Design / UX/UI

Date Posted: March 06, 2026

Experience Level: Mid-Senior Level (4+ years)

Remote Status: On-site

🚀 Role Summary

• Lead the design of user experiences for Grab's demand and ads platforms, focusing on merchant outreach, promotion tools, and consumer-facing promo/ad experiences across Southeast Asia.

• Drive product strategy and identify high-impact design opportunities by deeply understanding user needs through qualitative and quantitative research.

• Collaborate effectively with cross-functional teams including Product Managers, Engineers, Analysts, and business stakeholders to deliver innovative and feasible design solutions.

• Ensure design consistency and adherence to the design system across all Grab products and integrations, contributing to its evolution.

📝 Enhancement Note: This role is positioned as a "Lead" Product Designer, implying a significant level of autonomy, strategic input, and potentially mentorship or guidance to junior designers, even if not explicitly stated as a direct management role. The focus on "Demand and Ads" within a superapp context suggests a critical function for driving platform growth and monetization.

📈 Primary Responsibilities

• Translate broad, conceptual ideas into practical, engaging, and user-centric interfaces for both merchant and consumer-facing applications.

• Actively participate in defining product strategy, identifying key user pain points, and proposing innovative design solutions that align with business objectives and user needs.

• Conduct comprehensive user research, including behavioral analysis, user requirements analysis, task analysis, conceptual modeling, and usability testing, with a focus on diverse Southeast Asian markets.

• Develop and iterate on design artifacts such as user flows, sketches, wireframes, prototypes, and high-fidelity mockups to effectively communicate design concepts and gather feedback.

• Champion the user by advocating for diverse user bases with hard data and in-depth research to ensure designs meet unique regional needs and preferences.

• Collaborate closely with engineering and product management to understand technical constraints and opportunities, ensuring design feasibility and efficient implementation.

• Maintain and contribute to the evolution of Grab's design system, ensuring UI/UX consistency across all products and integrations.

• Present design concepts and rationale clearly and persuasively to stakeholders, incorporating feedback to refine designs.

• Leverage AI technology to enhance productivity and elevate product experiences, exploring innovative applications within the design process.

📝 Enhancement Note: The responsibilities highlight a hands-on, strategic, and research-intensive design role. The emphasis on "distilling broad, conceptual ideas," "defining product strategy," and "identifying high-impact opportunities" points to a designer who is not just executing but also influencing the product roadmap. The requirement to conduct various forms of user analysis and testing underscores the importance of data-driven design decisions.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a Bachelor's degree in Design, Human-Computer Interaction, Computer Science, or a related field is often preferred for such roles.

Experience: Minimum of 4 years of experience in a Product Designer role, with a proven track record of delivering user-centered design solutions.

Required Skills:

• Minimum 4 years of experience as a Product Designer.

• Portfolio: Must showcase experience in the on-demand service industry, specifically with online ordering, discovery platforms, and online-to-offline (O2O) service design.

• Proficiency in web and mobile UX design principles and best practices.

• Experience working with and contributing to design systems.

• Demonstrated ability to create detailed user flows, sketches, wireframes, and high-fidelity mockups.

• Experience in planning, conducting, and analyzing user research, including guerrilla testing, concept testing, and low-fidelity user tests.

• Proficiency in industry-standard design and prototyping tools, such as Figma, Figjam, ProtoPie, and animation tools like AfterEffects.

• Strong presentation skills, with experience presenting design concepts and rationale to diverse stakeholders.

• Experience in service design and translating user research findings into actionable product features and improvements.

Preferred Skills:

• Experience with AI technology in product design to boost productivity and enhance user experiences.

• Experience working within a superapp ecosystem or on platforms with multiple service verticals.

• Familiarity with data analysis tools and methodologies to inform design decisions.

• Experience working in a fast-paced, multi-market environment like Southeast Asia.

📝 Enhancement Note: The emphasis on a portfolio with specific industry experience (on-demand services, O2O) and tool proficiency (Figma, ProtoPie, AfterEffects) is critical. The requirement for "working knowledge of mobile/web front-end development" suggests the need for designers who can communicate effectively with engineers and understand implementation realities. The inclusion of AI technology as a required skill highlights its growing importance in modern product development.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrate a strong understanding of the design process from problem identification to solution delivery, with a focus on user-centered methodologies.

• Showcase case studies that highlight your role in defining product strategy and identifying high-impact opportunities for demand and ads platforms.

• Include examples of how you have advocated for diverse user bases through data and in-depth research, particularly within a Southeast Asian context.

• Present projects that illustrate your ability to create user flows, sketches, prototypes, wireframes, and high-fidelity mockups.

• Clearly articulate the rationale behind your design decisions, supported by user insights, data, and market research.

Process Documentation:

• Provide evidence of your process for conducting user research, including behavioral analysis, user requirements analysis, task analysis, conceptual modeling, and usability testing.

• Detail your approach to planning and executing user testing, from guerrilla testing to low-fidelity validation, to fact-check assumptions and refine hypotheses.

• Explain how you collaborate with Product Managers, Engineers, Analysts, and business stakeholders throughout the design and development lifecycle.

• Show how you have leveraged AI technology within your design workflow to improve productivity or enhance product experiences.

📝 Enhancement Note: For a "Lead" Product Designer role, the portfolio should not just showcase final designs but also the strategic thinking, research rigor, and collaborative processes behind them. Emphasis should be placed on how the candidate identifies problems, defines solutions, and measures impact, especially within the context of demand generation and advertising platforms.

💵 Compensation & Benefits

Salary Range: Based on Grab's typical compensation for Lead Product Designer roles in Malaysia and considering the experience level (4+ years), the estimated annual salary range is likely between MYR 90,000 to MYR 150,000. This can vary based on specific experience, negotiation, and final candidate profile.

• Research Methodology: This estimate is derived from analyzing industry salary benchmarks for Lead Product Designers in Malaysia, factoring in the tech industry's compensation trends, Grab's known compensation practices for similar roles, and the specified experience level. Data sources include industry salary surveys and public compensation data for tech roles in Kuala Lumpur/Petaling Jaya.

Benefits:

• Term Life Insurance: Provides financial security for dependents.

• Medical Insurance: Comprehensive coverage for healthcare needs.

• GrabFlex: A flexible benefits program allowing customization to suit individual needs and aspirations.

• Parental Leave: Support for new parents during significant life events.

• Birthday Leave: Additional time off to celebrate personal milestones.

• Love-all-Serve-all (LASA) Volunteering Leave: Opportunities to contribute to community service.

• Grabber Assistance Programme (GAP): Confidential support services for personal and professional challenges.

• FlexWork Arrangements: Including differentiated hours to help balance personal commitments and work demands.

Working Hours: Typically 40 hours per week, with flexibility offered through FlexWork arrangements such as differentiated hours.

📝 Enhancement Note: The salary range is an estimate based on market data for Malaysia. The listed benefits are comprehensive and indicate a strong focus on employee well-being and work-life balance, which are attractive aspects for experienced professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology, Superapp, On-Demand Services, Ride-Hailing, Food Delivery, Digital Payments, Financial Services.

Company Size: Large (Grab is a major employer in Southeast Asia, with thousands of employees globally).

Founded: 2012. Grab has grown from a simple ride-hailing app to a comprehensive superapp serving millions across Southeast Asia.

Team Structure:

• The "Demand and Ads" team is a cross-functional group focused on marketing platforms for merchants and creating promotional/advertising experiences for consumers across Grab's various service verticals (e.g., Food, Mart, Transport).

• Designers likely report to a Design Manager, working closely with Product Managers, Engineers, Data Analysts, and Marketing specialists.

Methodology:

• Data-Driven Decisions: Leveraging user insights, data analysis, and market research to inform design strategies and product features.

• Agile Development: Likely employing agile methodologies for iterative design and development cycles.

• User-Centric Design: A strong focus on understanding and addressing the diverse needs of users across different Southeast Asian markets.

• Localization: Emphasis on creating tailored experiences that resonate with local cultures and preferences.

Company Website: https://www.grab.com/

📝 Enhancement Note: Grab's "superapp" model means the "Demand and Ads" team plays a crucial role in driving platform engagement and revenue. The company culture emphasizes purpose, excellence, technology, and empowering communities, which should be reflected in the designer's approach.

📈 Career & Growth Analysis

Operations Career Level: This is a "Lead" Product Designer role, signifying a senior position focused on driving design strategy and execution for a critical product area. It requires significant experience and the ability to operate with autonomy and strategic influence.

Reporting Structure: The role reports to a Designer Manager, indicating a hierarchical structure within the design team, allowing for mentorship and guidance while providing significant ownership over the Demand and Ads product domain.

Operations Impact: The work directly impacts user acquisition, engagement, retention, and monetization through optimized promotional campaigns and advertising experiences for both merchants and consumers. This role is central to Grab's growth and revenue generation strategies within its core services.

Growth Opportunities:

• Leadership Development: Potential to grow into a formal management role or become a recognized design leader within a specific product vertical.

• Specialization: Deepen expertise in demand generation, advertising platforms, or specific service verticals within the superapp ecosystem.

• Cross-Functional Influence: Expand influence across product, engineering, and marketing teams, driving strategic product decisions.

• Mentorship: Opportunity to mentor junior designers and contribute to the growth of the design team.

• Global Exposure: Work on products used by millions across diverse Southeast Asian markets, offering broad experience.

📝 Enhancement Note: The "Lead" title suggests that candidates should demonstrate not just design execution skills but also strategic thinking, problem-solving abilities, and the capacity to influence product direction. Growth potential is strong, aligning with Grab's position as a major tech player.

🌐 Work Environment

Office Type: On-site, full-time role at the Grab Kuala Lumpur, Malaysia office. This suggests a collaborative, in-person work environment.

Office Location(s): First Avenue, Petaling Jaya, Selangor, Malaysia. This is a well-established business district in Malaysia.

Workspace Context:

• Expect a dynamic, fast-paced office environment typical of a leading tech company.

• Likely access to modern design tools, technology, and collaborative spaces.

• Opportunities for frequent interaction with cross-functional teams (Product, Engineering, Data, Marketing) in person.

• A culture that encourages open communication, feedback, and innovation.

Work Schedule: Standard full-time hours with potential for flexibility through Grab's FlexWork arrangements, which may include differentiated hours. This allows for balancing personal commitments while ensuring on-site presence for key collaborative activities.

📝 Enhancement Note: The on-site requirement suggests an emphasis on in-person collaboration, team cohesion, and spontaneous problem-solving, which can be beneficial for complex design challenges. Understanding Grab's specific office culture and amenities would be beneficial.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: HR or recruiter review of application and resume for basic qualifications.

• Portfolio Review & Initial Interview: A deep dive into the candidate's portfolio, focusing on relevant experience in on-demand services, O2O, and demand/ads platforms. Discussion of design process, problem-solving approach, and collaboration style.

• Design Challenge/Case Study: Candidates may be asked to complete a take-home design challenge or present a detailed case study from their portfolio, focusing on problem definition, ideation, user research, design rationale, and potential impact.

• Cross-Functional Interviews: Interviews with Product Managers, Engineers, and potentially other stakeholders to assess collaboration skills, technical understanding, and strategic alignment.

• Hiring Manager Interview: Final interview with the Design Manager to assess fit with the team, leadership potential, and overall suitability for the lead role.

Portfolio Review Tips:

• Curate Strategically: Focus on 3-4 of your strongest projects that best represent your experience in on-demand services, O2O, and ideally, demand generation or advertising platforms.

• Tell a Story: For each project, clearly outline the problem, your role, the process you followed, the key decisions you made, the challenges you faced, and the impact of your solution (quantify results where possible).

• Highlight Research & Rationale: Emphasize your user research methodologies, how you used data and insights to inform your designs, and the strategic thinking behind your UI/UX choices.

• Showcase Design System & Collaboration: Include examples of your work with design systems and how you collaborated with engineering and product teams.

• Demonstrate "Lead" Qualities: Highlight instances where you took initiative, influenced strategy, mentored others, or drove consensus.

• Prepare for Questions: Be ready to discuss your design process in detail, your rationale for design decisions, and how you handle feedback and design critiques.

Challenge Preparation:

• If a design challenge is provided, thoroughly understand the brief. Focus on a structured approach: define the problem, establish key metrics, conduct quick research (even if simulated), ideate solutions, and then detail your chosen solution with clear rationale.

• Practice presenting your work concisely and persuasively, anticipating questions about trade-offs, constraints, and future iterations.

📝 Enhancement Note: The emphasis on a portfolio showcasing on-demand/O2O experience and the "Lead" aspect means candidates should be prepared to discuss strategic product thinking, not just execution. A strong case study demonstrating impact is crucial.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma/Figjam (essential for collaboration, wireframing, UI design, and prototyping), ProtoPie (for advanced, interactive prototypes).

• Animation/Motion Design: AfterEffects (for creating micro-interactions, animations, and visual polish).

• User Research & Testing: Tools for conducting usability tests, surveys, and behavioral analysis (specific tools may vary, but a strong understanding of methodologies is key).

Analytics & Reporting:

• Familiarity with analytics platforms (e.g., Google Analytics, Amplitude, Mixpanel) to understand user behavior, track key metrics, and inform design decisions.

CRM & Automation:

• While not a direct CRM role, understanding how user data is managed and how marketing automation works within a platform like Grab could be beneficial for designing effective demand and ads experiences.

📝 Enhancement Note: Proficiency in Figma is a standard expectation for modern product designers. The inclusion of ProtoPie and AfterEffects suggests a need for high-fidelity, interactive, and visually polished designs. Familiarity with analytics tools is critical for data-informed design.

👥 Team Culture & Values

Operations Values:

• Purpose-driven: Driven by the mission to "drive Southeast Asia forward by economically empowering everyone." Designers should seek to create impactful solutions.

• Excellence through Habits: Focus on building strong, repeatable processes and delivering high-quality work consistently.

• Hunger & Humility: A drive to achieve ambitious goals while remaining open to learning, feedback, and collaboration.

• Honor: Operating with integrity and accountability.

• Data-Driven: Making informed decisions based on user insights and performance metrics.

• Customer Focus: Deep understanding of and empathy for both merchant and consumer users.

Collaboration Style:

• Cross-functional Integration: Strong emphasis on working closely with Product Managers, Engineers, Data Analysts, and Marketing teams to achieve shared goals.

• Open Communication: Encouraging direct and transparent communication to resolve issues and share ideas.

• Iterative Design: Embracing feedback loops and iterative improvements based on user testing and data.

• Localization Focus: Collaborating to ensure designs are culturally relevant and meet the needs of diverse regional markets.

📝 Enhancement Note: Grab's core values (Heart, Hunger, Honour, Humility) are central to its culture. Designers are expected to embody these values in their work, particularly in how they approach problem-solving, collaboration, and user advocacy.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Merchant & Consumer Needs: Designing experiences that satisfy the distinct needs and goals of both merchants and consumers within the same platform ecosystem.

• Regional Diversity: Catering to the varied cultural nuances, technological access, and user behaviors across multiple Southeast Asian countries.

• Complex Ecosystem: Navigating the intricacies of a superapp with numerous interconnected services and business objectives.

• Rapid Iteration: Keeping pace with the fast-paced nature of the tech industry and Grab's ambitious product roadmap, requiring quick yet effective design solutions.

• Data Integration: Effectively integrating and acting upon diverse data sources (user behavior, market trends, business metrics) to inform design decisions.

Learning & Development Opportunities:

• Advanced Design Skills: Deepen expertise in areas like service design, interaction design, and user research methodologies.

• Industry Trends: Stay ahead of UX/UI trends, AI applications in design, and best practices in demand generation and advertising.

• Cross-functional Expertise: Gain a deeper understanding of product management, engineering constraints, and marketing strategies within a large tech organization.

• Leadership and Mentorship: Develop leadership capabilities through leading design initiatives and potentially mentoring junior designers.

• Regional Market Insights: Develop profound knowledge of Southeast Asian consumer and merchant behavior across various service verticals.

📝 Enhancement Note: The challenges presented are inherent to a complex, multi-market superapp environment. The growth opportunities are substantial, offering a path for deep specialization and leadership development within a leading tech company.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you distilled broad, conceptual ideas into a practical and engaging interface. What was the process and outcome?" (Focus on your design process, problem-solving, and ability to execute.)

• "How would you approach defining the product strategy for a new promotional feature within Grab's Demand and Ads platform? What data would you look for?" (Demonstrate strategic thinking, user empathy, and data-driven approach.)

• "Walk us through a complex design challenge you faced in a previous role, particularly one involving diverse user needs or regional differences. How did you use research and data to advocate for your proposed solution?" (Highlight your research skills, user advocacy, and ability to influence stakeholders.)

Company & Culture Questions:

• "Why are you interested in Grab and this specific role within the Demand and Ads team?" (Research Grab's mission, values, and recent news. Connect your skills to their goals.)

• "How do you approach collaboration with Product Managers, Engineers, and other stakeholders? Describe a situation where you had to navigate differing opinions." (Emphasize teamwork, communication, and conflict resolution.)

Portfolio Presentation Strategy:

• Structure Your Case Studies: For each project, clearly articulate: Problem Statement, Your Role, Target Users, Research Methods, Ideation/Wireframing, Design Solutions (with rationale), Key Decisions & Trade-offs, Testing & Validation, Outcomes & Impact (quantified if possible), and Future Iterations.

• Focus on the "Why": Be ready to explain the rationale behind every design decision, linking it back to user needs, business goals, or research findings.

• Highlight Collaboration: Detail how you worked with cross-functional teams throughout the process.

• Showcase "Lead" Qualities: For lead roles, emphasize instances of strategic input, initiative-taking, problem definition, and influencing product direction.

• Prepare for Questions: Anticipate questions about your process, challenges, trade-offs, and how you would approach similar problems at Grab. Practice articulating your thinking clearly and concisely.

📝 Enhancement Note: Preparation should focus on demonstrating strategic design thinking, a deep understanding of the design process, strong collaboration skills, and a tangible impact on business metrics through user-centered design, especially within the context of demand and advertising.

📌 Application Steps

To apply for this Lead Product Designer position:

• Submit your application through the Grab Jobs portal via the provided link.

• Portfolio Customization: Tailor your portfolio to highlight projects demonstrating experience in on-demand services, online-to-offline (O2O) flows, and ideally, demand generation or advertising platforms. Showcase your process, research, and impact for each relevant case study.

• Resume Optimization: Ensure your resume clearly articulates your 4+ years of product design experience, specifically mentioning skills in UX/UI design, user research, prototyping, Figma, and design systems. Quantify achievements where possible.

• Interview Preparation: Practice articulating your design process, rationale, and impact. Prepare specific examples for common interview questions related to strategy, collaboration, and problem-solving. Rehearse presenting your portfolio case studies concisely and persuasively.

• Company Research: Thoroughly research Grab's mission, values, products (especially Demand and Ads features), and recent company news. Understand their approach to design and technology, and be ready to articulate why you are a good fit for their culture.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.