Head of Marketing & Brand

Position Summary

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.

Essential 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

Minimum Experience and Qualifications
• 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
• 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

Preferred Experience and Qualifications
• 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

Crewmember Expectations:
• Regular attendance and punctuality
• Potential need to work flexible hours and be available to respond on short-notice
• Able to maintain a professional appearance
• When working or traveling on JetBlue flights, and if time permits, all capable crewmembers are asked to assist with light cleaning of the aircraft
• Must be an appropriate organizational fit for the JetBlue culture, that is, exhibit the JetBlue values of Safety, Caring, Integrity, Passion and Fun
• Must fulfill safety accountabilities as prescribed by JetBlue’s Safety Management System
• Promote JetBlue’s #1 value of safety as a Safety Ambassador, supporting JetBlue’s Safety Management System (SMS) components, Safety Policy and behavioral standards
• Identify safety and/or security concerns, issues, incidents or hazards that should be reported and report them whenever possible and by any means necessary including JetBlue’s confidential reporting systems Aviation Safety Action Program (ASAP) or Safety Action Report (SAR)
• Responsible for adhering to all applicable laws, regulations (FAA, OSHA, DOT, etc.) and Company policies, procedures and risk controls
• Uphold JetBlue’s safety performance metric goals and understand how they relate to their duties and responsibilities
• The use of ChatGPT or any other automated tool during the interview process will disqualify a candidate from being considered for the position

Equipment:
• Computer and other office equipment

Work Environment:
• Traditional office environment

Physical Effort:
• Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)

Compensation:
• The base pay range for this position is between $320,000.00 and $400,000.00 per year. Base pay is one component of JetBlue’s total compensation package, which may also include performance bonuses, restricted stock units, as well as access to healthcare benefits, a 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 and more.

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