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

📍 Job Overview

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

Company: Move Travel Sdn. Bhd.

Location: Kuala Lumpur, Malaysia

Job Type: FULL_TIME

Category: Product Design Leadership / GTM Operations

Date Posted: April 29, 2026

Experience Level: 5-10 years

🚀 Role Summary

• Lead end-to-end product design for critical engagement journeys within a high-traffic B2C mobile application, focusing on social, platform, growth, and engagement features.

• Drive improvements in key user engagement metrics such as Monthly Active Users (MAU), retention rates, repeat booking percentages, and Net Promoter Score (NPS).

• Mentor and develop a team of eight product designers, fostering their craft, strategic influence, and overall professional growth.

• Champion a data-informed design approach, ensuring all design decisions are validated through user insights and performance analytics to optimize user experience and business outcomes.

📝 Enhancement Note: While the title is "Senior Product Design Manager," the emphasis on "Growth & Engagement" and partnering with "Product and Growth leaders to improve metrics" strongly indicates a significant overlap with GTM (Go-To-Market) and Revenue Operations principles. The role requires not just design leadership but also a strategic understanding of how design impacts user acquisition, retention, and ultimately revenue. This is a key differentiator for operations-minded candidates.

📈 Primary Responsibilities

• Oversee and direct the complete product design lifecycle for core engagement features, including the homepage, personalization engines, loyalty/rewards programs, user review systems, user-generated content (UGC) functionalities, and social interaction components.

• Collaborate closely with Product Management and Growth Marketing leadership to define strategic roadmaps and implement design solutions that directly contribute to achieving ambitious growth and engagement targets.

• Provide comprehensive coaching, mentorship, and performance management to a team of eight product designers, nurturing their skill development, fostering a collaborative team environment, and enhancing their ability to drive strategic product decisions.

• Integrate user research findings, A/B testing results, and analytics data into the design process to ensure iterative improvements and data-backed validation of design concepts and implemented features.

• Ensure a cohesive and elegant user experience across all digital touchpoints, primarily the mobile app and web platforms, by leveraging and contributing to a mature and robust design system.

• Cultivate strong, proactive relationships and build consensus among cross-functional stakeholders, including Product, Engineering, Brand, and Marketing teams, to align on shared customer outcomes and business objectives.

📝 Enhancement Note: The responsibilities highlight a need for strategic thinking beyond pure UI/UX. The emphasis on "growth," "engagement metrics," and "partnering with Growth leaders" points to a role that requires understanding and influencing GTM strategies through design. The expectation to "build alignment" and "ensure design decisions are informed by insight and validated through data" are core tenets of operations roles, particularly in driving efficiency and measurable impact.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's degree in Design, Human-Computer Interaction, Psychology, Computer Science, or a related field is typically expected for a Senior Managerial role in Product Design. Advanced degrees are often a plus.

Experience:

• Minimum of 8 years of progressive experience in product design, with a demonstrated track record of success in the digital product space.

• At least 3 years of direct people leadership experience, managing and mentoring design teams.

Required Skills:

• Expertise in end-to-end product design, encompassing user research, wireframing, prototyping, user interface (UI) design, and user experience (UX) design.

• Strong proficiency in interaction design principles and information architecture to create intuitive and efficient user flows.

• Demonstrated ability to leverage data analytics and user insights for informed design decisions and iterative product development (data-informed iteration).

• Proven capability in leading design teams through ambiguity, from opportunity definition to detailed execution, ensuring strategic alignment and timely delivery.

• Exceptional stakeholder management and communication skills, with the ability to articulate design vision, influence cross-functional partners, and build strong collaborative relationships across the organization.

Preferred Skills:

• Experience within the travel or e-commerce industry, with a deep understanding of consumer behavior in these sectors.

• Familiarity with growth hacking methodologies and their application within product design.

• Experience in designing for social features, user-generated content, or community-building platforms.

• Understanding of mobile app performance optimization and its relation to user engagement.

• Experience with agile development methodologies and cross-functional team collaboration in a fast-paced environment.

📝 Enhancement Note: The requirement for "data-informed iteration" and "measurable growth outcomes" directly aligns with operations skill sets. Candidates with experience in analyzing user funnels, conversion rates, and A/B testing for design optimization will be highly valued. The emphasis on "strategic thinking" and "stakeholder management" also points to the operational aspects of influencing business decisions through design.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A curated portfolio showcasing exceptional product thinking, demonstrating a deep understanding of user needs and business objectives.

• Case studies that clearly articulate the problem statement, design process, key decisions, and the measurable impact of your design solutions on business metrics (e.g., growth, engagement, retention).

• Examples of leading cross-functional design initiatives and collaborating effectively with Product Management, Engineering, and Marketing teams.

• Evidence of mentoring and developing design talent, with examples of team growth and improved design output.

Process Documentation:

• Showcase examples of how you've defined and optimized design processes within a team, including user research methodologies, ideation techniques, and iterative design workflows.

• Demonstrate experience in translating business goals and user insights into actionable design strategies and roadmaps.

• Provide evidence of establishing and maintaining design system components and ensuring their consistent application across product surfaces.

• Illustrate how you've used data and analytics to inform design iterations and measure the success of design interventions.

📝 Enhancement Note: For this role, the portfolio is critical for demonstrating not just aesthetic design skills but also strategic product thinking and measurable business impact. Operations professionals often build portfolios around process improvements, efficiency gains, and ROI. Candidates should frame their design projects using a similar structure: identifying a problem (business or user), detailing the operational/design process to solve it, and quantifying the positive outcomes (metrics, growth, engagement).

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for Senior Product Design Manager roles in Kuala Lumpur, Malaysia, with 8+ years of experience and leadership responsibilities in a well-funded tech company, the estimated salary range is approximately MYR 150,000 - MYR 250,000 per annum. This range can vary based on the candidate's specific experience, negotiation skills, and the company's compensation philosophy.

Benefits:

• Competitive Salary: Explicitly stated as "above-market" by the company, indicating a strong compensation package.

• Well-connected Office Environment: Located at KL Sentral, a prime transportation and business hub, offering excellent accessibility and a dynamic work setting.

• Direct Senior Management Interaction: Opportunity to work closely with senior leadership, providing high visibility and influence on strategic decisions.

• Impactful Product: Opportunity to shape a B2C product with tens of millions of monthly active users, contributing to significant customer reach and impact.

• Professional Development: Implied through mentorship and leadership responsibilities, with potential for further growth within the organization.

• Equal Opportunity Employer: Commitment to diversity and fair treatment.

Working Hours: The role is listed as FULL_TIME, implying a standard 40-hour work week. However, given the managerial and strategic nature of the role within a fast-paced tech environment, some flexibility and potential for extended hours during critical project phases may be expected.

📝 Enhancement Note: The salary estimate is based on research from platforms like Glassdoor, Payscale, and LinkedIn Salary for similar roles in Kuala Lumpur, adjusted for the specified experience level and leadership component. The "above-market" claim by the company suggests the upper end of this range, or potentially exceeding it, might be achievable for exceptional candidates. The benefits highlight both tangible (salary, location) and intangible (impact, visibility) advantages relevant to ambitious professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Travel Technology / E-commerce / Digital Services. AirAsia MOVE operates within the rapidly evolving digital travel and lifestyle ecosystem, aiming to integrate various consumer services beyond traditional flight bookings.

Company Size: While not explicitly stated in the raw data, AirAsia is a large, established brand with a significant digital presence. "Move Travel Sdn. Bhd." is likely a subsidiary or division focused on this app. The design team size (eight designers) suggests a substantial product organization.

Founded: AirAsia was founded in 2001, establishing a strong brand presence. The "MOVE" initiative represents a strategic pivot and growth phase, indicating a dynamic and forward-thinking organizational culture.

Team Structure:

• The Senior Product Design Manager reports to the Head of Product Design, indicating a clear reporting hierarchy within the design function.

• The role leads a team of eight designers, suggesting a significant portion of the product design capacity is dedicated to engagement features.

Methodology:

• Data-Driven Design: Emphasis on using insights and validated data to inform design decisions and measure impact.

• Agile & Iterative: Implied by the need to "move fast," "share early," and "learn constantly." Design processes are likely integrated with agile development sprints.

• User-Centric: Core to the product design function, focusing on understanding human truth and user needs.

• Collaborative: Strong emphasis on building alignment and working across departments to achieve shared outcomes.

Company Website: https://chatbot.careers.airasia.com/gb/en (This URL is for the careers portal, the main company website is likely airasia.com or related MOVE platforms).

📝 Enhancement Note: The company's background as a major airline group transitioning into a broader digital lifestyle platform ("MOVE") suggests a culture that balances established brand trust with a startup-like agility for innovation. For operations professionals, this means an environment where process improvement, efficiency, and measurable impact are crucial for driving this transformation.

📈 Career & Growth Analysis

Operations Career Level: This role is a senior management position, overseeing a significant team and influencing core product strategy. It sits at the intersection of Product Design, Product Management, and GTM Growth. It represents a critical leadership role for professionals aiming to impact user acquisition, engagement, and retention through design.

Reporting Structure: The Senior Product Design Manager reports to the Head of Product Design. This structure suggests a clear path for design leadership development within the organization, with potential for further advancement to Head of Design or C-suite product roles.

Operations Impact: The role has a direct and substantial impact on the company's revenue-generating capabilities by driving user engagement, retention, and repeat bookings. By transforming the app into a "habit-forming companion," the design leadership is instrumental in increasing customer lifetime value (CLTV) and expanding the addressable market beyond transactional bookings. This aligns closely with GTM and Revenue Operations objectives.

Growth Opportunities:

• Leadership Expansion: Potential to grow the design team further, take on broader product areas, or transition into Head of Product roles.

• Strategic Influence: Opportunity to shape the long-term product vision and strategy for a high-growth, high-visibility B2C platform.

• Industry Expertise Development: Deepen knowledge in travel tech, consumer engagement strategies, and data-driven product development.

• Cross-functional Leadership: Develop advanced skills in managing complex stakeholder relationships and driving change across diverse departments.

📝 Enhancement Note: For operations professionals, this role offers a unique opportunity to bridge the gap between design and business outcomes. Success here could lead to roles in broader product leadership, GTM strategy, or even specialized operations management focusing on user growth and retention. The emphasis on metrics and impact is a key indicator of a growth-oriented environment.

🌐 Work Environment

Office Type: The job description explicitly mentions a "well-connected office environment at KL Sentral, Kuala Lumpur." This suggests a modern, professional office space designed for collaboration and productivity.

Office Location(s): KL Sentral, Kuala Lumpur, Malaysia. This is a major transportation and commercial hub, offering excellent connectivity and access to amenities.

Workspace Context:

• Collaborative Hub: KL Sentral's nature as a business district implies a dynamic environment with opportunities for interaction with professionals from various companies. The office itself is designed to foster collaboration within the AirAsia MOVE team.

• Tools & Technology: While not specified, a role of this caliber in a tech company will likely be equipped with industry-standard design software (e.g., Figma, Sketch), project management tools, and communication platforms.

• Team Interaction: The role involves leading a team of eight designers and close collaboration with Product, Engineering, Brand, and Marketing. This points to a highly interactive and team-oriented workspace, likely with regular stand-ups, workshops, and review sessions.

Work Schedule: Standard full-time (likely 40 hours/week) with expectations of flexibility for project deadlines and strategic initiatives. The emphasis on "moving fast" suggests a dynamic work pace.

📝 Enhancement Note: The KL Sentral location is a significant draw, offering convenience for commute and access to a vibrant business district. The description of the office as "well-connected" and conducive to collaboration suggests an environment where operational efficiency and cross-functional synergy are valued.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: HR or Talent Acquisition will likely conduct an initial screening to assess basic qualifications, experience, and cultural fit.

• Hiring Manager Interview: A discussion with the Head of Product Design to delve deeper into leadership experience, design philosophy, and strategic thinking.

• Team/Peer Interviews: Meetings with key stakeholders from Product, Engineering, and potentially other designers to assess collaboration style, technical understanding, and team dynamics.

• Portfolio Presentation: A critical stage where candidates present their portfolio, showcasing case studies that demonstrate their ability to drive measurable business impact through design. Expect questions probing design decisions, process, and results.

• Final Round: Potentially with senior leadership to assess strategic alignment and overall fit for the company's vision.

Portfolio Review Tips:

• Quantify Impact: For each case study, clearly articulate the business problem, your role, the design solution, and most importantly, the measurable outcomes (e.g., % increase in MAU, % improvement in retention, % uplift in NPS). Operations professionals excel at this.

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

• Demonstrate Process: Clearly outline your design process, emphasizing how you incorporate user research, data analysis, and cross-functional collaboration.

• Tailor to Role: Highlight projects that align with social features, growth, engagement, and consumer mobile apps.

• Storytelling: Frame your portfolio as a narrative, explaining the "why" behind your decisions and the journey from problem to solution to impact.

Challenge Preparation:

• Be prepared for a design challenge or a take-home assignment that simulates real-world problems related to user engagement, growth, or platform features.

• Practice articulating your thought process, design rationale, and how you would measure success for hypothetical scenarios.

• Be ready to discuss your approach to managing ambiguity, leading teams, and collaborating with diverse stakeholders.

📝 Enhancement Note: The emphasis on "measurable business impact" and "data-informed iteration" in the interview and portfolio review process is where operations candidates can truly shine. Framing their design leadership experience through the lens of driving operational efficiency, user funnel optimization, and revenue growth will be highly advantageous.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma, Sketch, Adobe Creative Suite (Photoshop, Illustrator), InVision, ProtoPie.

• Research & User Testing: UserTesting.com, Lookback, Maze, Hotjar, Google Analytics for user behavior analysis.

• Design System Management: Tools for component libraries and style guides (e.g., Storybook integration with design tools).

Analytics & Reporting:

• Product Analytics: Google Analytics, Mixpanel, Amplitude, Adobe Analytics.

• Dashboarding: Tableau, Power BI, Looker (for visualizing user data and performance metrics).

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

CRM & Automation:

• While not a direct tool for this role, understanding CRM (e.g., Salesforce, HubSpot) and marketing automation platforms is beneficial for context on customer journeys and lifecycle marketing.

• Project Management: Jira, Asana, Trello, Monday.com for workflow management and team collaboration.

📝 Enhancement Note: Proficiency in design tools is a given, but for this role, a strong understanding of product analytics platforms (Mixpanel, Amplitude) and A/B testing tools is crucial. The ability to translate design decisions into measurable metrics and use data to drive iterative improvements is a key operational skill that will be highly valued.

👥 Team Culture & Values

Operations Values:

• Curiosity Meets Clarity: A core value suggesting a drive to explore user needs and business opportunities, coupled with the ability to define clear paths forward.

• Data-Driven Decision Making: Emphasis on using insights and validated data to steer product development and design choices, a cornerstone of operations.

• User-Centricity: A fundamental principle of product design, focusing on understanding and solving user problems to create valuable experiences.

• Collaboration & Alignment: Strong emphasis on working effectively across departments, building consensus, and achieving shared goals.

• Agility & Iteration: A culture that embraces rapid learning, continuous improvement, and adaptability in a fast-paced environment.

Collaboration Style:

• Cross-Functional Integration: Expect a highly collaborative environment where designers work hand-in-hand with Product Managers, Engineers, and Growth Marketers.

• Open Communication: Encouragement of sharing early and often, fostering a culture of constructive feedback and continuous learning.

• Impact-Oriented: Focus on delivering tangible business results and user value, with design contributing directly to company objectives.

• Mentorship & Growth: A supportive environment where team members are encouraged to develop their skills and advance their careers.

📝 Enhancement Note: The values of "Curiosity Meets Clarity" and "Data-Driven Decision Making" are highly relevant to operations roles. Candidates who can demonstrate how they use data to bring clarity to complex problems and drive efficient solutions will resonate well with this culture.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Competing Priorities: Managing a diverse set of engagement features (social, rewards, UGC) while aligning with overall product strategy and business objectives.

• Scaling Design Impact: Ensuring design quality and consistency across a large user base (tens of millions MAU) and evolving product.

• Driving Behavioral Change: Shifting the app from transactional to "habit-forming" requires deep user understanding and innovative design solutions.

• Cross-Functional Alignment: Navigating diverse stakeholder needs and ensuring buy-in for design initiatives across multiple departments.

Learning & Development Opportunities:

• Strategic Product Leadership: Gaining experience in shaping the product vision for a major B2C platform and influencing business strategy.

• Growth & Engagement Specialization: Deepening expertise in designing for user acquisition, retention, and habit formation.

• Mentorship and Team Building: Developing advanced leadership skills by managing and growing a high-performing design team.

• Industry Exposure: Working within the dynamic travel tech sector and contributing to a significant digital transformation initiative.

📝 Enhancement Note: The challenges presented are typical of roles that bridge design and business strategy, requiring strong operational skills in prioritization, stakeholder management, and data analysis to overcome. The growth opportunities are substantial, particularly for those looking to move into broader product leadership or GTM strategy roles.

💡 Interview Preparation

Strategy Questions:

• "How would you approach designing a system to encourage user-generated content (UGC) that drives engagement and builds community?" (Focus on process, incentives, moderation, and metrics).

• "Describe a time you used data and user research to significantly improve a key engagement metric like retention or MAU. What was your process?" (Highlight data analysis, hypothesis generation, A/B testing, and outcomes).

Company & Culture Questions:

• "What excites you about AirAsia MOVE's mission to become a habit-forming companion app?" (Show understanding of the company's strategic shift and your role in it).

• "How would you foster a culture of collaboration and continuous learning within your design team and with cross-functional partners?" (Discuss your leadership style and team-building strategies).

Portfolio Presentation Strategy:

• Start with the 'Why': Clearly articulate the business problem or user need for each case study.

• Show, Don't Just Tell: Use visuals (wireframes, mockups, prototypes) to illustrate your design process and solutions.

• Quantify Everything: For each project, present the key metrics, the impact of your design, and the ROI achieved. Frame it as an operational success.

• Highlight Leadership: Discuss your role in leading the team, mentoring designers, and collaborating with stakeholders.

• Be Prepared for Deep Dives: Anticipate questions about your specific design decisions, trade-offs you made, and how you handled challenges.

📝 Enhancement Note: When preparing for strategy questions, think like an operations leader. How can design be leveraged to achieve specific business objectives efficiently and effectively? Emphasize process, data, and measurable outcomes in your answers. For portfolio presentations, lean into the "operations" aspect of your work – how did your design leadership drive efficiency, growth, or revenue?

📌 Application Steps

To apply for this Senior Product Design Manager position:

• Submit your application through the official careers portal link provided.

• Tailor Your Resume: Highlight leadership experience, product design achievements, and specifically mention experience with growth, engagement, and consumer mobile apps. Use keywords from the job description.

• Curate Your Portfolio: Select 3-4 of your most impactful projects that demonstrate end-to-end product design, leadership, and measurable business results (quantify your impact!). Ensure it aligns with the role's focus on social, platform, growth, and engagement.

• Prepare Your Narrative: Practice walking through your portfolio case studies, emphasizing your strategic thinking, design process, leadership contributions, and, most importantly, the operational impact and business outcomes achieved.

• Research AirAsia MOVE: Understand their current product, market position, and strategic goals. Be prepared to articulate how your skills and experience can contribute to their transformation into a habit-forming companion app.

⚠️ 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.

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