Senior Manager - Customer Process Optimisation & Digitalisation

Synopsis

At Etihad, we’re redefining the guest journey through smart process design, automation, and digital innovation. The Senior Manager – Customer Process Optimization & Digitalization plays a critical role in transforming how we deliver service across Guest Support, Disruption, Relations, and Delivery—ensuring our processes are not only efficient, but scalable, guest-centric, and future-ready.

This role leads the end-to-end redesign and automation of customer-facing and operational workflows in close collaboration with internal leaders and digital partners. From chatbot enhancements to intelligent automation and backend optimization, you will champion a culture of continuous improvement across the entire guest support ecosystem.

If you're a digital leader who thrives at the intersection of customer experience, operational efficiency, and emerging technologies—this is your opportunity to shape the future of service at Etihad.

Accountabilities

• Process Re-engineering: Identify and redesign inefficient guest-facing and internal processes using lean principles and digital enablers to drive simplification, responsiveness, and compliance.
• Digital Transformation Leadership: Lead automation and optimization initiatives in coordination with DTI, ensuring alignment with guest experience strategy and service recovery frameworks.
• Smart Journey Enablement: Define and test use cases for process digitalization across the guest journey, spanning complaints, disruptions, contact centre interactions and escalation handling.
• Intelligent Automation Delivery: Oversee the end-to-end implementation of intelligent automation (IA) across key touchpoints including contact centre, chatbot, WhatsApp, and social media channels.
• Vendor Optimization Roadmap: Develop and maintain a roadmap for continuous digital improvement across vendor-operated services such as Contact Centres, Chauffeur Services, and Baggage Claims.
• Performance Monitoring & Analytics: Introduce digital tools for KPI tracking, quality monitoring, and root cause analysis. Measure and report impact through cost savings, guest satisfaction, and operational efficiency metrics.
• Agile & Design Thinking Champion: Promote agile ways of working and design thinking methodologies across Guest Delivery teams to foster rapid innovation and responsiveness.
• Cross-Functional Collaboration: Act as a key liaison with DTI, Procurement, Operations, and other departments to ensure cohesive delivery and tangible business outcomes from all digital initiatives.
• Technology Foresight: Continuously explore emerging technologies and AI capabilities to identify opportunities for business optimization, scalability, and service differentiation.
  
  

Education & Experience

• Bachelor’s degree or higher in Business, Digital Transformation, IT, or a related field.
• Minimum of 8 years of experience in process improvement, digital transformation, or customer experience leadership.
• Background in the airline, hospitality, or service sectors is highly preferred.
• Strong understanding of customer service operations, guest journey mapping, and digital tools (CRM systems, automation platforms, workflow engines).
• Proven track record in delivering business impact using agile, lean, or Six Sigma methodologies.
• Strong data analysis, stakeholder management, and communication skills.
• Experience working with cross-functional teams in complex, fast-paced environments.
  
  

About Etihad Airways

Etihad Airways, the national airline of the UAE, was formed in 2003 and quickly went on to become one of the world’s leading airlines. From its home in Abu Dhabi, Etihad flies to passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and North America. Together with Etihad’s codeshare partners, Etihad’s network offers access to hundreds of international destinations. In recent years, Etihad has received numerous awards for its superior service and products, cargo offering, loyalty programme and more. All this ties into Etihad’s ambitious Journey 2030 strategy. The airline plans to double its fleet size and triple the number of customers over the next six years as it sets out to be the airline everyone wants to fly!

To learn more, visit etihad.com

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