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I am a customer-focused product leader with 10+ years’ experience delivering £300M+ in digital revenue across travel, aviation and tech-enabled platforms. I specialise in designing and launching customer experience products that improve retention, reduce contact and unlock commercial growth. From 0-1 launches to scaled optimisation, I have delivered self-service journeys, embedded personalisation strategies and improved customer satisfaction across global B2C and B2B products. I lead cross-functional teams with a practical, hands-on approach and thrive on building governance, risk management and delivery capability to drive commercially impactful outcomes in complex, multi-market programmes.…I am a customer-focused product leader with 10+ years’ experience delivering £300M+ in digital revenue across travel, aviation and tech-enabled platforms. I specialise in designing and launching customer experience products that improve retention, reduce contact and unlock commercial growth. From 0-1 launches to scaled optimisation, I have delivered self-service journeys, embedded personalisation strategies and improved customer satisfaction across global B2C and B2B products. I lead cross-functional teams with a practical, hands-on approach and thrive on building governance, risk management and delivery capability to drive commercially impactful outcomes in complex, multi-market programmes.

Michelle A. Masih

Product Designer, UX Designer, Creative Director, +2

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I am a customer-focused product leader with 10+ years’ experience delivering £300M+ in digital revenue across travel, aviation and tech-enabled platforms. I specialise in designing and launching customer experience products that improve retention, reduce contact and unlock commercial growth. From 0-1 launches to scaled optimisation, I have delivered self-service journeys, embedded personalisation strategies and improved customer satisfaction across global B2C and B2B products. I lead cross-functional teams with a practical, hands-on approach and thrive on building governance, risk management and delivery capability to drive commercially impactful outcomes in complex, multi-market programmes.…I am a customer-focused product leader with 10+ years’ experience delivering £300M+ in digital revenue across travel, aviation and tech-enabled platforms. I specialise in designing and launching customer experience products that improve retention, reduce contact and unlock commercial growth. From 0-1 launches to scaled optimisation, I have delivered self-service journeys, embedded personalisation strategies and improved customer satisfaction across global B2C and B2B products. I lead cross-functional teams with a practical, hands-on approach and thrive on building governance, risk management and delivery capability to drive commercially impactful outcomes in complex, multi-market programmes.

Available to hire

I am a customer-focused product leader with 10+ years’ experience delivering £300M+ in digital revenue across travel, aviation and tech-enabled platforms. I specialise in designing and launching customer experience products that improve retention, reduce contact and unlock commercial growth. From 0-1 launches to scaled optimisation, I have delivered self-service journeys, embedded personalisation strategies and improved customer satisfaction across global B2C and B2B products.

I lead cross-functional teams with a practical, hands-on approach and thrive on building governance, risk management and delivery capability to drive commercially impactful outcomes in complex, multi-market programmes.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Language

Panjabi, Punjabi

Fluent

Spanish; Castilian

Beginner

French

Beginner

Work Experience

Head of Ancillary Revenue & Partnerships (Programme Delivery Lead) at Corendon Airlines

April 1, 2024 - December 1, 2025

Led a multi-workstream digital delivery programme, overseeing phased delivery of self-service platforms and third-party integrations across web, app and CRM environments. Established programme governance with delivery plans, milestones, reporting cadence, risk and dependency tracking, and senior stakeholder forums to ensure controlled execution. Managed delivery across internal teams and external suppliers, coordinating engineering, UX, operations and commercial stakeholders to deliver against Statements of Work. Oversaw delivery risk, issue and change management, implementing corrective actions to maintain timelines, quality and compliance with corporate controls. Delivered Phase 1 and Phase 2 work packages resulting in €2M+ annualised revenue uplift, while maintaining delivery assurance and operational readiness. Improved delivery efficiency by 40% through onboarding playbooks, workflow standardisation and clearer delivery ownership.

Independent Consultant (Concurrent Project Work) at M.A.M Global LTD

April 1, 2024 - Present

Advising travel, aviation and tech-enabled brands on commercial growth, partnerships and digital product monetisation. Designed and launched self-service product journeys and digital enhancements for startups and travel-tech brands. Delivered 70% traffic growth and 22% high conversion for D2C clients through UX and brand strategy. Supported Corendon and other travel brands in designing post-purchase flows and improving customer retention via personalised in-app content.

Digital Strategy & Propositions Manager at TUI UK & I

June 1, 2022 - April 1, 2024

Led the digitisation of TUI’s ancillary revenue portfolio, integrating new technologies, partners and dynamic pricing models across markets. Led the product roadmap for digital ancillaries across App, Web and CRM; 120+ products launched and optimised. Improved attach rates by 10% through content testing, merchandising enhancements and app-first UX changes. Introduced Telehealth, eSIM and car rental services, enhancing customer experience touch points and reducing reliance on service centres.

Revenue & Propositions Manager at Carnival Cruises

May 1, 2021 - June 1, 2022

Dual role across product strategy, commercial delivery and digital transformation. Delivered £400K+ monthly onboard revenue from digitally delivered services (gifting, weddings, celebrations). Relaunched post-pandemic programmes with a focus on self-service and operational ease, improving NPS and driving re-engagement. Led multi-functional product teams (UX, ops, vendors) to launch 6 ships back into service with enhanced digital journeys.

Product Development Executive at TUI UK & I

October 1, 2016 - April 1, 2021

Supported the modernisation of Marella Cruises, delivering new customer experiences and digital innovation across the fleet. Project-managed 4 new ship launches and onboard product innovation (VR, VOD, WiFi) to improve onboard experience and NPS by +12 points. Piloted early self-service products including in-room delivery and premium F&B add-ons, increasing customer satisfaction and onboard spend by 25%.