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