Manager Lifecycle Marketing

Company

Alaska Airlines

The Team

Guided by our purpose, core values, and leadership principles, we are creating an airline people love. Our corporate teams set the strategies and operational plans to ensure the success of our company. Whether we use our expertise in accounting, human resources, finance, planning, legal, marketing, or any of our operational divisions, our shared passion for travel and our guests is what motivates us to achieve excellence each day. If you share our passion for creating an airline people love, we want to hear from you. 

Role Summary

The Manager of Lifecycle Marketing develops comprehensive strategies to nurture customer relationships across the entire customer journey. This role manages a team of lifecycle marketing experts focused on driving customer engagement and increasing customer lifetime value through excellent customer segmentation, email marketing, mobile marketing, and turning data into actionable insights.  

Key Duties

• Turn business goals and priorities into lifecycle marketing plans across revenue and loyalty; deliver on engagement targets. 
• Recommends the design of audience and segmentation, customer nurture, and reactivation campaigns, driving innovation and embracing machine learning and AI to drive step-change improvements in performance. 
• Leads the development of effective communication efforts to reach and change the behavior of existing and new customers through targeted email, direct mail, mobile app messaging, targeted digital media, and other touchpoints. 
• Leads the development of trip communications, including day-of travel, real-time policy updates, and product messaging. Utilizes communications channels to optimize the guest experience while reducing call center call volume, increasing positive social sentiment, and delivering Alaska care meaningfully through each touchpoint. 
• Drives cohesive storytelling through the year and continuously optimizes offers in the market based on customer-driven insights, business opportunities, and creative and channel performance monitored through regular reporting.  
• Communicate with senior leaders and revenue stakeholders about the impact of lifecycle marketing plans, including reporting on progress toward goals and making recommendations to improve future promotions. 
• Ensures commercial stakeholders approve all promotions before campaigns launch—partners with business and technical teams to resolve issues during development and testing. 
• Networks and builds relationships with key individuals internally and externally, focusing on operating at all levels of the organization. 
• Leads a cross-functional team in marketing, loyalty, revenue management, e-commerce, data science, and analytics to execute this vision.   
• Applies deep knowledge of the domestic and global competitive environment and understands how Alaska is positioned to compete and win. 
• Develops people through effective performance management and ongoing feedback, focusing on fostering strategic and systems thinking, development of talent, and succession planning across teams and disciplines. 
• Shapes the team's culture through action, presence, and reinforcement of behaviors. 

Job-Specific Experience, Education & Skills

Required 

• 5 years of experience in marketing, personalization, marketing technology and operations, or related fields on behalf of B2C companies. 
• 2 years of leadership experience. 
• Bachelor’s degree, or an additional two years of relevant training/experience in lieu of this degree. 
• Excellent problem-solving skills and attention to detail. 
• Excellent communication and presentation skills, demonstrating significant experience influencing cross-functional teams and presenting to senior leadership. 
• Ability to work independently and work in high-pressure environment managing multiple priorities. 
• Proficient in marketing analytics systems (SQL, Tableau, Web Analytics, etc.). 
• High school diploma or equivalent.  
• Minimum age of 18. 
• Must be authorized to work in the U.S. 

Preferred 

• Airline industry or travel/hospitality knowledge (revenue/pricing strategies). 

Job-Specific Leadership Expectations

Embody our values to own safety, do the right thing, be caring and kind, and deliver performance.

Starting Rate

Salary Range

$120,400 - $180,600 / year

Total Target Compensation Range (incl. bonus & equity)

$132,440 - $198,660

Bonus

Salary Details

Pay will be based on multiple factors, including and not limited to location, relevant experience/level and skillset while balancing internal equity relative to other Alaska/Hawaiian/Horizon employees