Head of Marketing & Brand id-9427

May 24, 2025

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.

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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

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

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