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 VP Brand & Marketing will play a crucial role in delivering our company vision of connecting our guests to the world with a remarkable travel experience rooted in safety, care, and performance. They will deliver against this vision by leading the brand/marketing strategy and execution for three brands including Alaska Airlines, Hawaiian Airlines and a new loyalty platform launching in Q3’25. This will be the only dual-brand execution by a single airline in the U.S. Market, and the first ever combined loyalty platform unlocking growth for the portfolio. The VP will develop best-in-class integrated marketing strategies and plans across all channels (paid, owned, and earned). The key areas of marketing include brand, product, loyalty, credit card, lifecycle/email, sponsorship, and performance marketing. As a people leader, this role will develop and lead a team of high-performing marketers that deliver outcomes and consistently raise the bar.
Key Duties
Overall
Postively influences company culture by demonstrating the highest commitment to company and brand values through actions, continuous learning, and reinforcement of behaviors.
Collaborates, influences and drives change cross-divisionally to deliver against our vision leveraging tangible, data-driven storylines.
Recruits and retains top talent, motivates the team, delegates effectively, celebrates the wins and effectively manages performance; is widely viewed as a strong developer of others.
Brand Building
Creates and articulates an inspiring story/vision for all three brands and evangelize our employees and guests behind it.
Acts boldly to seize meaningful opportunities that differentiate Alaska Airlines and Hawaiian Airlines as premium brands that are rooted in care.
Identifies/builds brand equities and creates connectivity across the Alaska, Hawaiian, and Single Loyalty brands.
Infuses guest insights to make our brands stronger and more differentiated, driving relevance and loyalty with our guests.
Marketing Execution
Effectively creates and executes go-to-market plans and marketing campaigns that drive relevance and loyalty. Key partnerships include PR/Communications, Loyalty, Guest Products & Experience, Revenue Management, Network Planning, Digital Experience, and the CA Commercial team.
Maximizes all marketing channels and consistently raising the bar delivering key outcomes (email, social media, linear TV, OLA, paid social, etc.)
Oversees the annual marketing calendar, budget planning, and timeline execution for multi-channel campaigns.
Business Driver
Weaves together creative, communications, media, and consumer insights to deliver quantifiable brand goals and tangible business outcomes.
Successfully connects full-funnel marketing activities to business outcomes.
Leads performance marketing (SEM, paid social, OLA, etc.) with a proven record of driving business results.
Innovates ways to drive more efficiency out of marketing dollars and link that to business goals.
Job-Specific Experience, Education & Skills
Required
12 years of progressive leadership experience in B2C space with a priority in brand, loyalty, and performance marketing.
8 years of leadership experience, including extensive experience developing teams and managerial oversight of diverse teams of professionals.
Bachelor’s degree in marketing, business administration or related field, or the willingness to attain a bachelor’s degree within six years of starting date.
Executive-level marketing experience in the consumer product or service industry for a brand known for industry leading customer loyalty and advocacy.
Experience in delivering successful go-to-market and multi-channel marketing campaign strategies and plans.
Experience translating brand vision & strategy into compelling marketing campaigns and guest experiences.
Full understanding of customer research strategies and knowing how to translate learning into actionable insights that drive the brand and business.
Possesses creative instincts and can inspire great creative.
Ability to flex quickly between the larger strategic picture and the details to ensure projects are being developed and executed effectively.
A strong drive to deliver results with speed and quality, while managing to a budget.
Outstanding verbal and written skills, with the ability to present data and conclusions in an organized, concise manner at all levels throughout the company.
High school diploma or equivalent.
Minimum age of eighteen.
Must be authorized to work in the U.S.
Preferred
5 years of commercial airline experience or travel-related industry experience
Experience in leading multi-brand portfolios.
Experience in leading lifestyle brands
A Master of Arts or a Master of Business degree, with a focus on marketing or related discipline
Job-Specific Leadership Expectations
Embody our values to own safety, do the right thing, be kind-hearted, deliver performance and be remarkable.
Strong ability to influence and collaborate with cross-functional peers and senior leaders to align on a vision, strategic initiatives and execution. This must also coincide with having a strong bias for action and showcasing results in a fast-paced manner.
Demonstrate strong leadership for the team and the organization that can move the company forward - seize opportunities to differentiate and grow Alaska Airlines.
Bold executive leader who has the vision and drive to try innovative approaches based on a combination of data, experience, and instinct.
Focuses themselves and their teams on delivering outcomes.
Salary Range
Total Rewards
Alaska Airlines and Horizon Air pay and benefits can vary by company, location, number of regularly scheduled hours worked, length of employment, and employment status.
Unlimited confirmed travel privileges on Alaska Airlines & Horizon Air
Comprehensive well-being programs including medical, dental and vision benefits
Generous 401k match program
Quarterly and annual bonus plans
Equity grants
Generous holiday and paid time off
Lounge membership
For more information about Alaska/Horizon Total Rewards please visit our career site and view benefits.
FLSA Status Exempt
Employment Type Full-Time
Regular/Temporary Regular
Requisition Type Executive
Apply by 7:00 PM Pacific Time on 1/24/2025
Location Seattle - Corporate HQ
Equal Employment Opportunity Equal Employment Opportunity We are proud to be an Equal Employment Opportunity (EEO) and Affirmative Action (AA) employer that is committed to diversity, equity, and inclusion. We take affirmative action to ensure equal opportunity for all qualified applicants and employees and do not discriminate based upon race, color, religion, sex (including pregnancy, childbirth, reproductive health decisions, or related medical conditions), sexual orientation, gender identity, gender expression, national origin, age, protected veteran or disability status, genetic information (including family medical history), political views or activity, or other legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state, and local law. We may use your information to maintain the safety and security of Alaska Airlines and Horizon Air, its employees, and others as required or permitted by law. People of color, women, LGBTQIA+, immigrants, veterans, and persons with disabilities are encouraged to apply.
Government Contractor & Department of Transportation (DOT) Regulations Alaska Airlines & Horizon Air are regulated by the Department of Transportation (DOT – regulations, 49 CFR part 40) and all applicants are advised that post-offer and/or pre-employment drug testing will be conducted to determine the presence of marijuana, cocaine, opioids, phencyclidine (PCP) and amphetamines or a metabolite of these drugs prior to any offer or employment or transfer into a safety-sensitive position. Failure to submit to testing or positive indications of drug use will render the applicant ineligible for employment with Alaska Airlines/Horizon Air and any employment offer will be withdrawn.
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Job Locations USA-WA-SeaTac
Requisition ID 2025-13650
Category Corporate & Operations
