Head of Consumer Experience Design

Background and Context

The Commercial Digital Services Value Pool, within Haleon's Digital & Technology Function, is a large-scale enterprise transformation portfolio designed to unlock more than 300m in commercial benefits over 3-5 years, powered by over 300m of targeted digital investment. The portfolio spans four strategic pillars:
3 Investment Effectiveness - prioritising digital and technology spend against the highest-value opportunities.
3 Go-to-Market & Pharmacy Transformation - modernising commercial execution models and elevating the pharmacy channel.
3 Salesforce of the Future - equipping field teams with advanced digital tools, insights, and data-driven ways of working.
3 Digital Experiences - enabling seamless, personalised customer and patient interactions through best-in-class digital capabilities.

Product Experience Design is responsible for defining how Haleon creates value through digital products, services and experiences. Bringing together Product Strategy, Experience Strategy, Service Design, Research and Experience Design, the function shapes how consumers, customers, experts and colleagues engage with Haleon across every touchpoint.

The team defines the future-state experience ecosystem across content, media, data, platforms, personalisation and intelligent services, ensuring enterprise investments translate into experiences that people actively choose to use, trust and return to. Product Experience Design acts as both a strategic partner and design authority across Digital & Technology, helping shape product direction, experience standards and future growth opportunities.

About the role

The Head of Consumer Experience Design is a senior leadership role within Product Experience Design, responsible for defining Haleon's future vision, strategy and innovation agenda for consumer experiences globally.

This role leads the identification of consumer and business opportunities, develops future-state experience strategies, and ensures investment decisions are grounded in consumer needs, behavioural insights, commercial priorities and enterprise objectives. Working across Marketing, Commercial Excellence, Product, Data & Analytics, Digital & Technology and Markets, the role translates research, consumer insights and emerging trends into strategic experience roadmaps, service concepts and innovation opportunities that drive growth, engagement and brand loyalty.

As the enterprise lead for consumer experience strategy, you will define where Haleon should focus, what consumer problems are most important to solve, and what future consumer experiences should look like. You will shape strategic direction through consumer research, behavioural insight, journey mapping, service design and experience innovation, ensuring Haleon continuously evolves how it creates value for consumers and the business.

The role sits within the Product Experience Design team and is accountable for defining what good looks like, why it matters and where Haleon should invest next to create differentiated, data-driven and increasingly intelligent consumer experiences.

Key Responsibilities

Experience Vision & Strategy

• Define and own Haleon's long-term vision and strategy for consumer experiences globally.
• Establish future-state experience principles, frameworks and strategic direction across brands, products, channels and markets.
• Translate enterprise objectives, category priorities and consumer engagement opportunities into strategic experience roadmaps.
• Define how evolving consumer behaviours, market dynamics, societal trends and emerging technologies should influence future experience investments.
• Champion a consumer-centric and evidence-led approach to experience strategy across the organisation.
• Shape the long-term evolution of consumer engagement, loyalty, personalisation and digital experience models across Haleon's ecosystem.

Opportunity Identification & Strategic Shaping

• Identify and assess consumer, business and market opportunities that improve outcomes for consumers and Haleon.
• Partner with stakeholders across Marketing, Commercial Excellence, Data & Analytics, Product, Technology and Markets to assess opportunities and define potential solutions.
• Develop and maintain a portfolio of consumer experience opportunities spanning products, services, capabilities and engagement models.
• Evaluate opportunities through strategic analysis, including customer desirability, business value, feasibility, viability and competitive differentiation.
• Conduct high-level strategic assessments such as market analysis, opportunity sizing, SWOT assessments and value identification.
• Facilitate concept discussions, stakeholder workshops and validation activities to refine opportunities and strengthen investment cases.
• Determine strategic fit against enterprise priorities, growth ambitions and existing initiatives.
• Identify opportunities to leverage existing capabilities and investments before proposing new solutions.
• Support prioritisation activities to determine which opportunities should progress into formal discovery.

Research, Insight & Consumer Understanding

• Lead consumer research programmes that build deep understanding of consumer needs, behaviours, motivations, expectations and pain points.
• Gather and synthesise market insights, behavioural data, customer needs and commercial context.
• Develop and maintain audience personas, need states, behavioural frameworks and consumer archetypes.
• Establish ongoing mechanisms for capturing consumer and colleague feedback across channels and touchpoints.
• Translate research findings and behavioural insights into strategic recommendations and opportunity areas.
• Monitor consumer trends, market shifts, emerging technologies and changing expectations to inform future strategy.
• Ensure strategic decisions are grounded in evidence, insight and measurable consumer outcomes.

Journey Mapping & Service Design

• Define and maintain end-to-end consumer journeys across awareness, consideration, engagement, purchase, loyalty and advocacy stages.
• Lead journey mapping and service blueprinting activities to identify friction points, unmet needs and strategic opportunities.
• Work with business stakeholders to map current-state and future-state consumer experiences.
• Define desired consumer outcomes, moments that matter and priority experience interventions.
• Create future-state service concepts that improve both consumer and business outcomes.
• Ensure opportunities are prioritised around consumer needs rather than organisational structures, platforms or channels.
• Promote joined-up consumer experiences across brands, products and touchpoints.

Hypothesis & Concept Testing

• Develop strategic hypotheses and assumptions relating to consumer desirability, usability, engagement and experience value.
• Design and facilitate concept validation activities with consumers, stakeholders and internal teams.
• Assess emerging concepts against consumer needs, business objectives and feasibility considerations.
• Use evidence, feedback and experimentation to refine recommendations, investment priorities and future-state experience visions.
• Build confidence in strategic decisions through insight-led validation and testing approaches.

Commercial & Enterprise Impact

• Influence senior stakeholders across Marketing, Commercial Excellence, Product, Data & Analytics, Markets and Digital & Technology to align consumer engagement priorities and investment decisions.
• Ensure consumer experience considerations are embedded within enterprise programmes, brand strategies, digital transformation initiatives and strategic investments.
• Establish experience measures that demonstrate impact on engagement, acquisition, retention, loyalty, advocacy and commercial performance.
• Act as a trusted advisor to senior leaders on consumer-centric growth, digital innovation and experience-led transformation.
• Ensure investment recommendations align consumer value creation with enterprise growth objectives.

Discovery & Strategic Planning

• Lead early-stage discovery planning activities for approved consumer experience opportunities.
• Define problem statements, strategic objectives, expected outcomes and success measures.
• Support the transition of opportunities from strategy into structured discovery and subsequent product development processes.
• Ensure discovery initiatives have sufficient consumer, business and strategic context before progressing.
• Collaborate with Product Management, Experience Design and delivery teams to maintain alignment between strategic intent and execution.
• Support strategic planning activities that inform multi-year experience roadmaps and investment priorities.

Enterprise Architecture & Strategic Alignment

• Engage Architecture teams early to assess strategic and technical fit of emerging consumer opportunities.
• Support development of high-level current-state and future-state capability and ecosystem views.
• Identify capability overlaps, duplication risks and opportunities for re-use across programmes, platforms and products.
• Ensure experience opportunities align with enterprise technology direction and platform strategies.
• Promote joined-up thinking across initiatives to maximise enterprise value and consumer outcomes.
• Help shape the future-state consumer experience ecosystem from a strategic and business perspective.

Governance & Investment Readiness

• Lead strategic preparation activities required for enterprise investment governance processes.
• Develop Stage Gate business cases and supporting strategic documentation.
• Gather required stakeholder endorsements, approvals and cross-functional support.
• Facilitate pre-review alignment activities ahead of governance forums.
• Present strategic recommendations, consumer insights and opportunity assessments to senior decision makers.
• Ensure proposed investments demonstrate clear alignment to consumer needs, commercial value and enterprise priorities.
• Support enterprise prioritisation discussions and investment decision-making processes.

Experience Innovation

• Explore how emerging technologies, AI, automation, personalisation, agentic experiences and new interaction models could create value for consumers.
• Lead consumer experience innovation activities that identify future growth opportunities.
• Develop, evaluate and test future-state service concepts, engagement models and value propositions.
• Partner with Product, Design, Data and Technology teams to shape innovation roadmaps and experimentation initiatives.
• Investigate how first-party data, content, personalisation and AI capabilities could transform future consumer experiences.
• Foster a culture of curiosity, learning and evidence-based innovation

Leadership & Influence

• Lead and develop a high-performing team of consumer experience strategists.
• Build organisational capability in consumer insight, experience strategy, service design, research and innovation practices.
• Establish strong partnerships across Marketing, Commercial Excellence, Product, Data & Analytics and Technology functions.
• Act as a trusted advisor on consumer-centred growth, experience strategy and innovation opportunities.
• Represent Product Experience Design within leadership forums, governance structures and strategic planning processes.
• Champion experience-led thinking across the enterprise and promote adoption of human-centred design principles.

Why You?

Basic Qualifications

• Significant experience leading consumer experience strategy, customer strategy, service design, innovation or transformation functions within complex global organisations.
• Proven track record identifying and shaping strategic opportunities that deliver measurable consumer and business value.
• Strong experience in consumer research, behavioural insight, journey mapping, service design and human-centred design.
• Experience leading opportunity assessment, concept development and strategic prioritisation activities.
• Demonstrated ability to translate consumer needs, behavioural trends, market insights and business objectives into strategic recommendations and investment roadmaps.
• Experience working with senior stakeholders across Marketing, Commercial, Product, Data & Analytics and Technology organisations.
• Strong facilitation, communication and influencing skills, with the ability to align diverse stakeholder groups around a common vision.
• Experience developing business cases, strategic recommendations and governance materials for senior leadership decision making.
• Experience shaping future-state consumer engagement strategies across multiple brands, channels, products and markets.
• Strong understanding of digital consumer ecosystems, including content, media, commerce, personalisation and customer engagement.

Preferred Qualifications

• Experience within consumer health, FMCG, retail, digital commerce or other consumer-centric industries o