Lead, Paid Media (JetBlue Travel Products) (FLIC)

Position Summary

The Lead, Paid Media is responsible for overseeing paid marketing efforts and initiatives in support of the JetBlue Travel Products (JTP) marketing strategy. The Lead, Paid Media will oversee, monitor, and optimize paid media strategies that will allow JTP to meet its growth objectives for its portfolio of products including JetBlue Vacations and Paisly by JetBlue. The ideal candidate will collaborate closely with JetBlue’s Product Marketing team and external agencies to ensure alignment on all paid media interactions.

 

Essential Responsibilities

• Oversee the implementation, execution and monitoring of all paid search and paid social (Meta) campaigns across platforms, including conducting in-depth keyword and website research.
• Manage the design, creation, launch and performance tracking of paid campaigns executed through third-party agencies.
• Analyze data and monitor all campaigns to ensure consistent optimization of spend, including deep analysis of click-through rates and cost per conversions.
• Identify user personas and develop targeting strategies based on goals and budgets.
• Direct the Creative/Copywriting team on landing page copy and headlines to optimize campaigns against keywords.
• Align with the Marketing team on planning and executing paid search and paid Meta campaigns based on promotional cadence and seasonality to maximize budgets in peak/off-peak booking windows.
• Partner with Marketing and Creative teams on paid Meta creative executions tailored to specific audience targeting.
• Utilize external paid media performance management tools (e.g., SEMRush, Google Trends) to gauge and measure campaign performance.
• Oversee multiple Meta paid social campaigns for JTP brands, managing and directing agency resources to ensure performance aligns with JTP paid media KPIs.
• Maintain JTP Marketing team budgets for all paid campaigns, ensuring actuals align with forecasts and investigating/resolving discrepancies in collaboration with the Finance team.
• Enhance the digital customer experience by managing interactions with JTP brands across all paid marketing touchpoints and web experiences.
• Propose, execute and analyze results of complex A/B tests on paid channels to optimize performance, in alignment with JTP Marketing goals.
• Establish and report key performance indicators (KPIs) for each paid campaign, ensuring results align with performance baselines for incrementality.
• Work closely with JTP Technology and Data Analytics teams to ensure proper tracking, tagging, and cross-analysis of campaign performance against booking and site traffic data.
• Assist in overseeing and executing affiliate marketing initiatives and other paid agency campaigns, including but not limited to linear TV, Connected TV, display and programmatic video.
• Provide ongoing actionable insights into campaign performance.
• Ensure Meta campaigns executed by external agencies are delivered on time, on budget and with the correct creative/messaging strategy and landing pages.
• Other duties as assigned.

 

Minimum Experience and Qualifications

• Bachelor’s degree; OR demonstrated capability to perform job responsibilities with a combination of a High School Diploma/GED and at least four (4) years of previous relevant work experience.
• Four (4) years of paid search (Google CPC) and paid social (Meta) experience.
• One (1) year of leadership experience.
• Proficient wi