Director of Customer Experience (CX) & Service Design

About This Role

We are seeking a Director of Customer Experience (CX) & Service Design to lead this newly established function within Serco Middle East. The role will be responsible for shaping and delivering the ExperienceLab strategy and ensuring alignment with the broader Serco ME strategic objectives.

The ExperienceLab Director will oversee solution development, support business development activities, and contribute to marketing and brand positioning. The role also includes the effective deployment of resources—across people, technical, financial, and physical assets—to successfully deliver contracts and projects. In addition, the position will be responsible for building and leading a high‑performing team, driving staff development, and managing the function within the approved budget.

The ideal candidate should have the ability to think strategically, execute quickly, and adjust plans to meet organisational needs, as well as strong judgment, decision‑making capabilities, and proven people‑management skills.

This role is part of the management team and will be based in our corporate office in Dubai.

Key Accountabilities

Building the ExperienceLab Capability in the Middle East

• Develop the ExperienceLab strategy for the ME, aligned with the Divisional strategy, with EL positioned as a service across all sectors.
• Identify and develop the required capability for the ME market.
• Lead the development and implementation of strategies, policies, and deployment plans.

Team Recruitment and Management

• Build and sustain a team according to business needs.
• Develop capability within the team and support professional growth.
• Manage all ExperienceLab team members, either directly or through other people managers.

Pipeline Building

• Build a pipeline of work for ExperienceLab in line with the Serco ME strategy.
• Report on pipeline activity, evidenced through direct engagements and proposals.
• Support the Serco ME Growth team in expanding the pipeline for Serco ME.

Business Integration

• Integrate ExperienceLab Dubai into the Serco ME business by driving awareness and demonstrating value across business development and operational contracts.
• Lead the development and delivery of solution propositions, proposals, presentations, and costing models, with support from the Growth team, in response to internal and external customer needs.

Profile Building

• Build the profile of the ExperienceLab capability in the Middle East.
• Work with the SME Marketing and Communications team to enhance brand awareness of ExperienceLab Dubai.

Financial Control and Reporting

• Work with the executive sponsor to develop the annual budget required to deliver the ExperienceLab strategy, and define appropriate financial controls and reporting structures.
• Deliver ExperienceLab operations within the agreed annual budget and targets.

Specific Requirements

• Degree holder in a related field (e.g., Design, Service Design, Psychology, User Experience, Behavioural Science, Human–Computer Interaction Design, etc.)
• 12–15+ years of experience in consulting and/or business development, including leadership experience
• Experience across CX/UX, Service Design, and Digital Transformation (government, aviation, infrastructure)
• Strong business development capability, with a track record of revenue growth and pipeline ownership
• Proven client acquisition skills with an established UAE/GCC network
• Expertise in commercial strategy, negotiation, and deal closure
• Ability to build and lead high‑performing teams
• Strong stakeholder management skills and the ability to influence at C‑level