Head of Marketing & Brand id-10328
About the position
The Head of Marketing and Brand is the top creative position at JetBlue responsible for protecting, nurturing, and growing the JetBlue brand. Your primary responsibility is the core airline, however, you will also play a key role in the positioning of the master brand. In this position, you will define the overall brand and product vision and strategy while overseeing the development of the marketing and advertising initiatives and building unrelenting customer loyalty through use of TrueBlue and an evolving personalization platform. As a digital expert, your contemporary experience will propel JetBlue's captivating brand presence through all digital channels including JetBlue.com. You will oversee the execution of an omnichannel marketing and communications strategy through senior oversight and direction of the Marketing team. You will ensure that our marketing efforts are aligned across the entire commercial organization and will tailor both our strategic and tactical efforts to maximize both our revenue production and brand metrics. You bring high energy and fierce creativity to the team, communicating well across all levels and enjoy building relationships within and outside JetBlue effectively working with key matrix partners. You will report directly to the President and will be a member of the Senior Leadership Team, and will enjoy regular exposure to the CEO and Board members.
Responsibilities
- Own and deliver on the core customer value proposition for JetBlue through a deep understanding of our target audience, and develop marketing and brand strategies to meet both our short- and long-term goals
- Own all marketing communications, and manage delivery through digital and traditional media and channels
- Establish the product positioning. Establish the product specification, and work with matrix partners to implement the onboard product experience including current core and Mint inflight products
- Design and work with matrix partners to implement the ground experience across all JetBlue cities
- Build and execute customer personalization strategy
- Win Senior Leadership support for the marketing strategy and initiatives using both data and personal influence/credibility
- Capitalize on all areas of the travel experience by maximizing each customer touchpoint through innovative products, loyalty and technology offerings
- Develop a robust commercial analytics function to inform the commercial strategy
- Own the brand positioning and ensure that the JetBlue brand resonates through all digital channels including JetBlue.com, the app, retail media, etc.
- Work with the CIO and team to optimize customer merchandizing on all digital channels
- Ensure that all customer-facing elements of our communications (including jetblue.com) properly reflect and support the customer value proposition
- Evaluate customer data to ensure proper targeting and then measure the results/effectiveness of all marketing initiatives such as growth in brand awareness among target markets or return on investment from specific campaigns
- Collaborate with other business areas in improving communication and teamwork to drive efficiencies
- Take a significant role in the development of crewmembers to support the engagement, growth, goal achievement, and development of the succession plan for the team
- All other duties as assigned
Requirements
- Bachelor's degree OR demonstrated capability to perform job responsibilities with a High School Diploma/GED and at least four (4) years of previous relevant work experience
- Fifteen (15) years of relevant work experience in at least two of the following areas: marketing, advertising, loyalty, digital
- Five (5) years of progressive responsibilities for a B2C organization, including deep understanding of all relevant technologies and key distribution partnerships (Google Flights, online aggregators, etc.)
- Demonstrated success in managing a digital-first multichannel go-to-market strategy for a B2C product
- Strong experience with customer relationship management (CRM) and personalization, building and implementing a personalization program
- Ten (10) years of leadership experience managing a team of 30+ people
- Strong planning and analytical skills
- Available for overnight travel (25%+)
- Valid travel documents with the ability to travel in and out of the United States
- Excellent organizational skills and the ability to manage multiple complex projects simultaneously
- Strong verbal and written communications skills
- Experience managing a large remote workforce of salaried and hourly employees
- Highly accessible to support the needs of our customers
- Exceptional matrix, interpersonal and relationship management skills
- Ability to build and maintain Client relationships and Customer focus Virtual Assistant, $40/hr, Evening, Remote, No Degree Virtual Assistant, $40/hr, Evening, Remote, No Degree Customer Support, $40/hr, Remote, Part-Time, No Degree Virtual Assistant, $50/hr, Remote, Part-Time, Evening Job Entry-Level Remote Data Entry, $50/hr, Evening Job Remote Customer Support, $45/hr, Part-Time, College Student Weekend Data Entry, $40/hr, Remote, No Experience Live Chat Support, Remote, $42/hr, Night Shift, College Student Remote Customer Support, $40/hr, No Experience, Part-Time Customer Support, No Degree, $40/hr, Remote, Weekend Job Phone Support, Remote, $42/hr, Evening/Night Shift Phone Support, $50/hr, Weekend, Remote, No Experience Phone Support, Remote, $35/hr, No Experience, Part-Time Virtual Assistant, Remote, $50/hr, Part-Time, Night Shift Virtual Assistant, $45/hr, Remote, No Experience, Night Job Virtual Assistant, $40/hr, Weekend, Remote, No Experience Virtual Assistant, Remote, $35/hr, Part-Time, Night Shift Customer Support, $35/hr, Remote, Evening/Night Job, No Degree Remote Customer Support, $45/hr, No Degree, Evening Job Phone Support, Remote, $50/hr, No Experience, Night Shift Remote Live Chat, $40/hr, Part-Time, No Degree Required Data Entry, $35/hr, Night Shift, No Degree,?Remote?Job Remote Phone Job, $50/hr, College Student, Night Shift Remote Customer Support, $45/hr, No Experience, Part-Time Remote Customer Support, $40/hr, Weekend, No Experience Remote Phone Support, $45/hr, Evening, No Experience Required Remote Data Entry, $40/hr, Part-Time, No Degree Required Remote Phone Support, $45/hr, Night Job, College Student Remote Phone Job, $45/hr, No Degree, College Student Friendly Data Entry, $40/hr, Remote, Night Job, No Degree Remote Customer Support, $45/hr, No Degree, Evening Job Remote Phone Job, $40/hr, Part-Time, No Experience Required Remote Phone Job, $45/hr, Part-Time, No Degree Required Remote Customer Support, $45/hr, Part-Time, College Student Remote Data Entry, $40/hr, Weekend Job, College Student Live Chat Support, $40/hr, Weekend, Remote, College Student Remote Data Entry, $50/hr, No Experience, Evening/Night Job Remote Phone Support, $40/hr, Evening, No Experience Required Live Chat Support, $45/hr, Part-Time, Remote, No Degree Virtual Assistant, $40/hr, Remote, Weekend, No Degree Virtual Assistant, $40/hr, Remote, No Degree, Night Job Virtual Assistant, $42/hr, Evening, Remote, No Degree Remote Moderator, $40/hr, College Student Friendly, Part-Time Entry Level Phone Job, $42/hr, Remote, No Degree Required Data Entry, No Experience, $50/hr, Remote, College Student Live Chat Support, $45/hr, Part-Time, Remote, No Degree Remote Phone Support, $40/hr, Night Job, College Student Remote Phone Job, $45/hr, No Degree, College Student Friendly Remote Moderator, $45/hr, No Degree, Weekend Job, Part-Time Data Entry, $35/hr, Night Job, No Degree, Remote Entry Level Phone Job, $42/hr, Remote, No Degree Required Remote Phone Job, $40/hr, Part-Time, No Degree Required Remote Phone Job, $50/hr, College Student, Night Shift Data Entry, Remote, $40/hr, Evening Job, No Degree Data Entry, $40/hr, Remote, Night Job, No Degree Live Chat Support, $45/hr, Part-Time, Remote, No Degree Data Entry, Remote, $40/hr, Night Shift, No Degree Phone Job, $50/hr, Remote, No Degree, Part-Time, Weekend Data Entry, $45/hr, Remote, Night Job, No Degree Live Chat Support, $40/hr, Part-Time, Remote, No Degree Remote Live Chat, $40/hr, Part-Time, No Degree Required Virtual Assistant, $40/hr, Remote, No Degree, Night Job Phone Job, $35/hr, Remote, Part-Time, College Student Remote Data Entry, $40/hr, Part-Time, No Degree Required Phone Job, $40/hr, Remote, Night Shift, No Degree
- Experience developing and maintaining budgets
- Must pass a pre-employment drug test
- Must be legally eligible to work in the country in which the position is located
- Authorization to work in the US is required. This position is not eligible for visa sponsorship
Nice-to-haves
- Advanced degree
- Experience managing a combination of in-person, remote, and outsourced workgroups
- Ability to work in a dynamic, fast-paced environment
- Strong experience in product development and execution
- Knowledge of the airline and travel industry
- Experience working with a customer loyalty program, including management of partnership programs
- Experience in the cobrand credit card partnership space
Benefits
- Performance bonuses
- Restricted stock units
- Access to healthcare benefits
- 401(k) plan and company match
- Crewmember stock purchase plan
- Short-term and long-term disability coverage
- Basic life insurance
- Space available and positive space leisure on JetBlue
