Senior Product Design Manager – Social, Platform, Growth & Engagement

📍 Job Overview

Job Title: Senior Product Design Manager – Social, Platform, Growth & Engagement

Company: AirAsia

Location: KL Sentral, Kuala Lumpur, Malaysia

Job Type: Full-Time

Category: Product Design Management / Growth & Engagement Design

Date Posted: April 29, 2026

Experience Level: 8+ Years (with 3+ years in People Leadership)

Remote Status: On-site

🚀 Role Summary

• Lead product design for critical engagement journeys within the AirAsia MOVE app, focusing on areas like homepage, personalization, rewards, user-generated content, and social features to drive user habit formation.

• Partner with Product and Growth leaders to significantly impact key performance indicators, including Monthly Active Users (MAU), retention rates, repeat booking frequency, and Net Promoter Score (NPS).

• Mentor and develop a team of eight product designers, fostering their craft, strategic thinking, and influence within the organization.

• Ensure all design decisions are rigorously informed by user insights and validated through data analysis and A/B testing.

• Maintain and evolve a consistent, elegant user experience across web and mobile platforms, leveraging a mature design system.

• Build strong alignment and collaborative relationships with Product, Engineering, Brand, and Marketing teams to achieve shared customer and business outcomes.

📝 Enhancement Note: This role is positioned within a "Product (App experience)" team, indicating a deep focus on the mobile application as the primary user interface for growth and engagement strategies. The emphasis on transforming a transactional app into a "habit-forming companion" suggests a strategic shift towards user retention and daily engagement, requiring a design leader adept at user psychology and behavioral design.

📈 Primary Responsibilities

• End-to-End Product Design Leadership: Oversee the complete product design lifecycle for core engagement features, from initial concept and user research to final implementation and iteration, ensuring a cohesive and engaging user experience.

• Metric-Driven Design Strategy: Collaborate with Product and Growth leadership to define and execute design strategies that directly contribute to measurable improvements in MAU, user retention, repeat purchase rates, and overall customer satisfaction (NPS).

• Team Mentorship and Development: Provide guidance, coaching, and career development support to a team of eight product designers, empowering them to excel in their craft, enhance their strategic impact, and grow as leaders.

• Data-Informed Design Process: Champion a design process grounded in user research, data analysis, and iterative testing, ensuring that design decisions are validated and optimized for maximum impact.

• Design System Stewardship: Ensure the consistent application and evolution of a mature design system across all user touchpoints (web and mobile), maintaining brand consistency and design quality.

• Cross-Functional Alignment: Foster strong working relationships and clear communication channels with Product Management, Engineering, Brand, and Marketing departments to ensure cohesive strategy and execution towards shared customer goals.

• Vision and Standards Setting: Establish and communicate a clear design vision and high-quality standards for the app's user experience, influencing product direction and design excellence.

📝 Enhancement Note: The responsibility to "raise the bar for design and product quality" and "shape the future of a B2C product" indicates a high level of strategic influence and ownership expected from this Senior Manager. The role requires not only design execution but also strategic thought leadership and the ability to drive significant product evolution.

🎓 Skills & Qualifications

Education: Bachelor's degree in Design, HCI, Computer Science, or a related field, or equivalent practical experience.

Experience: 8+ years of professional experience in product design, with a minimum of 3 years in a formal people leadership role managing design teams.

Required Skills:

• Proven track record of designing and shipping successful consumer mobile applications with demonstrable growth outcomes.

• Expertise in end-to-end product design, encompassing user research, interaction design, information architecture, and visual design.

• Strong proficiency in data-informed design methodologies, including user analytics, A/B testing, and conversion rate optimization.

• Demonstrated ability to coach, mentor, and lead a team of designers, fostering a collaborative and high-performing environment.

• Exceptional communication, presentation, and stakeholder management skills, with the ability to articulate design vision and rationale to diverse audiences.

• Experience working with and contributing to mature design systems to ensure consistency and efficiency.

Preferred Skills:

• Experience within the travel, e-commerce, or platform industries, with a focus on B2C engagement and retention.

• Familiarity with user-generated content platforms and social features.

• Experience in personalization strategies and reward programs.

• Understanding of agile development methodologies and cross-functional team collaboration.

• Familiarity with tools for user journey mapping, wireframing, prototyping, and user testing.

📝 Enhancement Note: The requirement for "at least 3 years in a people leadership role" strongly suggests that candidates will be evaluated on their ability to manage, mentor, and grow a design team, not just their individual design contributions. The emphasis on "measurable growth outcomes" and "measurable business impact" in the portfolio highlights the need for data-backed success stories.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A curated portfolio showcasing at least 2-3 significant consumer mobile app projects where you played a leadership role in design.

• Evidence of end-to-end design ownership, from problem definition and user research to solution design and post-launch iteration.

• Demonstrable impact on key business metrics such as user engagement, retention, conversion rates, or user satisfaction.

• Case studies that clearly articulate the design process, rationale, challenges faced, and the measurable outcomes achieved.

Process Documentation:

• Demonstrate a structured approach to design problem-solving, including user research methodologies, ideation techniques, and user testing strategies.

• Showcase experience in collaborating with Product Management and Engineering to define requirements and deliver solutions.

• Include examples of how data and user feedback were integrated into the design process for iterative improvement.

• Highlight experience in maintaining design consistency using design systems or style guides.

📝 Enhancement Note: The portfolio is critical for this role, requiring not just visual design examples but a deep dive into product thinking, strategic decision-making, and quantifiable business impact. Candidates should be prepared to discuss the "why" behind their design choices and how those choices directly contributed to business objectives.

💵 Compensation & Benefits

Salary Range: While not explicitly stated, the job description mentions a "competitive (above-market) salary." Based on industry benchmarks for Senior Product Design Managers in Kuala Lumpur with 8+ years of experience and leadership responsibilities in a prominent tech/travel company, the estimated annual salary range would be approximately MYR 180,000 - MYR 280,000. This range accounts for the specified location, experience level, leadership duties, and the company's stated compensation philosophy.

Benefits:

• Competitive (above-market) salary.

• Well-connected office environment at KL Sentral.

• Opportunity to work directly with senior management.

• Chance to drive change and improve a B2C product with millions of monthly active users.

• Exposure to a strong, trusted brand in the travel industry.

Working Hours: 40 hours per week (standard full-time, likely with some flexibility expected given the seniority of the role and the fast-paced tech environment).

📝 Enhancement Note: The "above-market" salary indicates a strong emphasis on attracting top talent. The benefits highlight strategic exposure and impact, which are significant draws for senior roles. Salary estimation is based on general market data for similar roles in Kuala Lumpur and may vary based on final negotiation and candidate experience.

🎯 Team & Company Context

🏢 Company Culture

Industry: Travel Technology / Digital Services (part of the broader AirAsia ecosystem).

Company Size: AirAsia is a large, established conglomerate with a significant digital transformation focus through AirAsia MOVE. The specific team size for Product Design is 8 designers, reporting to a Head of Product Design. The broader Product team likely comprises dozens to hundreds of individuals.

Founded: AirAsia was founded in 2001. AirAsia MOVE represents its digital evolution.

Team Structure:

• Reporting: The Senior Product Design Manager reports to the Head of Product Design.

• Team: Manages a team of eight Product Designers.

• Collaboration: Works closely with Product Managers, Growth Leaders, Engineering teams, Brand, and Marketing. The role emphasizes building alignment across these functions.

Methodology:

• User-Centricity: Strong emphasis on understanding user needs and behaviors ("uncovering human truth").

• Data-Driven: Design decisions are informed by data and validated through testing.

• Agile & Iterative: The company "moves fast, shares early, and learns constantly."

• Growth Mindset: Focus on continuous improvement and measurable business impact.

Company Website: airasia.com (and associated MOVE platform)

📝 Enhancement Note: AirAsia MOVE is positioned as a key pillar in AirAsia's digital strategy, aiming to evolve beyond transactional bookings to become a comprehensive travel companion. This implies a culture that values innovation, rapid execution, and a deep understanding of consumer behavior in the digital space.

📈 Career & Growth Analysis

Operations Career Level: This role is at a Senior Management level within the Product Design function. It requires not only deep expertise in design craft but also significant leadership, strategic thinking, and the ability to manage and develop a team. The scope includes influencing product strategy and directly contributing to core business growth metrics for a high-traffic B2C platform.

Reporting Structure: Direct report to the Head of Product Design, with significant interaction and collaboration required with Product, Engineering, and Growth leadership. This positions the role at a crucial intersection of design, product strategy, and business objectives.

Operations Impact: The role has a direct and measurable impact on the company's success by driving user engagement, retention, and repeat bookings through superior app experiences. Success is explicitly tied to improving key business metrics like MAU, retention, and NPS, underscoring the strategic importance of design in AirAsia MOVE's growth.

Growth Opportunities:

• Leadership Advancement: Potential to grow into a Head of Product Design role or similar senior leadership positions within the broader AirAsia MOVE product organization.

• Strategic Influence: Opportunity to shape the product vision and design strategy for a major B2C platform with millions of users.

• Skill Development: Deepen expertise in growth design, behavioral psychology in product, and managing high-performing creative teams.

• Industry Impact: Contribute to the transformation of a well-known brand in the travel industry, gaining experience in a dynamic and evolving market.

📝 Enhancement Note: The role offers a clear path for career progression within a rapidly evolving digital travel ecosystem. The emphasis on working with senior management and influencing product direction provides significant visibility and opportunity for strategic growth.

🌐 Work Environment

Office Type: AirAsia MOVE operates from a "well-connected office environment at KL Sentral," a major transportation hub in Kuala Lumpur. This suggests a modern, accessible, and potentially collaborative workspace designed for hybrid or on-site work.

Office Location(s): KL Sentral, Kuala Lumpur, Malaysia.

Workspace Context:

• Collaborative Hub: The KL Sentral location implies a central hub for various AirAsia functions, fostering cross-departmental interaction.

• Technology Enabled: As a digital product company, expect access to modern design tools, collaboration software, and robust infrastructure necessary for app development and design.

• Team Interaction: The role involves direct management of a design team and close collaboration with Product, Engineering, and Growth teams, indicating a highly interactive and team-oriented work environment.

Work Schedule: Standard full-time (40 hours/week) is mentioned, but the fast-paced nature of tech and the seniority of the role may necessitate some flexibility. The focus on delivering results and managing projects implies a performance-oriented culture.

📝 Enhancement Note: The "well-connected office environment" at KL Sentral is a strategic advantage, offering excellent accessibility and proximity to crucial business and transportation links. This environment is conducive to fostering collaboration and efficiency, essential for a role focused on growth and engagement.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely involves a review of your resume and portfolio by a recruiter or hiring manager to assess alignment with the core requirements.

• Portfolio Presentation & Discussion: A key stage will involve presenting your portfolio, discussing your design process, strategic thinking, leadership experience, and demonstrating quantifiable impact on key metrics.

• Cross-Functional Interviews: Expect interviews with Product Managers, Engineering leads, and potentially Growth leaders to assess collaboration style, communication skills, and ability to align on business objectives.

• Leadership/Hiring Manager Interview: A deeper dive into your leadership philosophy, team management approach, strategic vision, and cultural fit with AirAsia MOVE.

• Final Round: May involve discussions with senior leadership (e.g., Head of Product Design, VP of Product) for final evaluation.

Portfolio Review Tips:

• Focus on Impact: Prioritize case studies that clearly demonstrate how your design leadership and decisions positively impacted business metrics (MAU, retention, NPS, conversion). Quantify whenever possible.

• Showcase Leadership: Include examples of how you mentored designers, led teams through challenges, and influenced product strategy.

• Articulate Process: Be prepared to walk through your design process, explaining your rationale at each step, especially how user insights and data informed your decisions.

• Highlight Collaboration: Demonstrate how you partnered effectively with Product, Engineering, and other stakeholders.

• Tailor to the Role: Emphasize projects that align with growth, engagement, social, and platform design for consumer mobile apps.

Challenge Preparation:

• Growth Strategy: Be ready to discuss how you would approach designing for user growth, engagement, and retention within a travel app context.

• Team Management Scenarios: Prepare for questions about managing design teams, resolving conflicts, and fostering a productive design culture.

• Strategic Vision: Think about the future of travel apps and how design can differentiate AirAsia MOVE in a competitive market.

📝 Enhancement Note: The interview process is heavily weighted towards assessing a candidate's ability to translate design leadership into tangible business results and effectively manage a design team. A strong, data-backed portfolio is non-negotiable.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (highly probable given industry trends and collaborative nature), Sketch, Adobe Creative Suite (Illustrator, Photoshop).

• Prototyping & User Testing: InVision, Marvel, UserTesting.com, Maze.

• Collaboration & Project Management: Jira, Confluence, Asana, Slack, Microsoft Teams.

Analytics & Reporting:

• Product Analytics: Amplitude, Mixpanel, Google Analytics for Mobile Apps.

• Business Intelligence Tools: Tableau, Power BI (or internal dashboards) for data visualization and reporting.

• A/B Testing Platforms: Optimizely, Google Optimize, or similar.

CRM & Automation: While less directly managed by Product Design, understanding how CRM and marketing automation tools feed into user journeys and personalization efforts would be beneficial.

📝 Enhancement Note: Proficiency with modern collaborative design tools like Figma is almost certainly expected. Experience with product analytics platforms is crucial for demonstrating a data-informed approach, as the role explicitly requires validating design decisions through data.

👥 Team Culture & Values

Operations Values:

• Curiosity: Driven by uncovering human truths and understanding user needs deeply.

• Clarity: Bringing clear vision and direction to design challenges.

• Collaboration: Working closely across Product, Engineering, Brand, and Marketing to achieve shared goals.

• Data-Driven: Decisions are informed by insights and validated through metrics.

• Agility & Learning: Moving fast, sharing work early, and constantly iterating based on user feedback and performance.

• Impact-Oriented: Focused on delivering measurable business results and customer value.

Collaboration Style:

• Cross-Functional Partnership: Emphasizes building alignment and strong relationships across different departments.

• Proactive Communication: Expected to communicate with confidence and proactively engage stakeholders.

• Shared Ownership: The goal is to achieve "shared customer outcomes" and drive business impact collaboratively.

• Feedback Loop: Continuous learning implies an environment where feedback is shared openly and integrated into the process.

📝 Enhancement Note: The culture appears to be a blend of fast-paced execution common in tech startups and the strategic discipline required by a large, established brand undergoing digital transformation. The emphasis on "human truth" and "business impact" suggests a pragmatic yet user-focused approach.

⚡ Challenges & Growth Opportunities

Challenges:

• Scaling Engagement: Evolving a transactional app into a habit-forming platform for millions of users requires innovative design solutions for sustained engagement.

• Cross-Functional Alignment: Ensuring seamless collaboration and buy-in from diverse teams (Product, Engineering, Marketing, Brand) can be challenging in a large organization.

• Data Interpretation: Translating complex user data and analytics into actionable design improvements requires strong analytical skills and strategic thinking.

• Maintaining Design Quality: Balancing speed of execution with maintaining a high standard of design excellence across a complex product.

Learning & Development Opportunities:

• Strategic Product Leadership: Opportunity to influence the strategic direction of a major digital product.

• Growth Design Expertise: Deepen understanding and application of growth hacking principles and behavioral design for user engagement.

• Team Leadership: Develop advanced skills in managing, mentoring, and scaling design teams.

• Industry Exposure: Gain experience in the dynamic travel tech industry and contribute to a well-known brand's digital transformation.

• Mentorship: Direct interaction with senior management provides unique learning opportunities.

📝 Enhancement Note: This role presents a significant opportunity for a design leader to make a substantial impact on a high-visibility product. The challenges are directly tied to the growth potential, offering a steep learning curve and significant professional development.

💡 Interview Preparation

Strategy Questions:

• "How would you approach designing for user habit formation in a travel app? Walk us through your process."

• "Describe a time you had to influence cross-functional stakeholders (Product, Eng, Marketing) to adopt a design direction they initially resisted. What was your strategy, and what was the outcome?"

• "Imagine our MAU has plateaued. What are the first steps you would take as a Design Manager to diagnose the problem and propose solutions?"

Company & Culture Questions:

• "What excites you about AirAsia MOVE's mission to become a habit-forming companion for travelers?"

• "How do you foster a culture of curiosity and data-driven decision-making within a design team?"

• "Describe your leadership style and how you mentor designers to grow their careers."

Portfolio Presentation Strategy:

• Structure: Begin with a high-level overview of your leadership philosophy and approach. Then, present 2-3 key case studies, focusing on the problem, your strategic approach, key design decisions, the team's role, and most importantly, the measurable business impact.

• Metrics Emphasis: Clearly articulate the KPIs you influenced and the quantitative results achieved. Use charts or data visualizations where appropriate.

• Leadership Narrative: Weave in your role as a leader and mentor throughout the case studies. Describe how you guided your team, resolved challenges, and fostered collaboration.

• Q&A Readiness: Be prepared to answer in-depth questions about your design choices, process, and leadership decisions.

📝 Enhancement Note: Candidates should prepare to discuss not only their design skills but also their strategic thinking, leadership capabilities, and ability to drive business outcomes. Demonstrating a deep understanding of growth loops and user psychology will be key.

📌 Application Steps

To apply for this Senior Product Design Manager position:

• Submit your application through the AirAsia Careers portal via the provided URL.

• Portfolio Customization: Ensure your portfolio prominently features consumer mobile app projects with clear evidence of growth and engagement impact. Tailor your case studies to highlight leadership, data-informed decisions, and cross-functional collaboration.

• Resume Optimization: Update your resume to emphasize leadership experience, people management accomplishments, and quantifiable results related to user engagement, retention, and business growth metrics. Use keywords from the job description.

• Interview Preparation: Practice articulating your design process, leadership philosophy, and strategic approach to growth and engagement. Prepare specific examples for behavioral questions related to collaboration, mentorship, and problem-solving.

• Company Research: Familiarize yourself with AirAsia MOVE's current app experience, its competitive landscape, and its stated mission to become a habit-forming travel companion. Understand their brand and how design contributes to their business objectives.

⚠️ 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.