Head of Brand & Loyalty


Company Type

Head of Brand & Loyalty

Position Summary

The Head of Brand & Customer Loyalty 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 defining JetBlue’s other brands, i.e., JetBlue Travel Products. 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 TrueBlue and an evolving personalization platform.

As a digital native, 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 strategy through senior oversight and direction of the Marketing and Loyalty teams. 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 Chief Operating Officer but will also enjoy regular exposure to the CEO as well as other senior leaders and Board members.

Essential Responsibilities

  • Oversee the development of JetBlue’s marketing, loyalty and brand strategies
  • Develop and execute marketing strategy and deliver the strategy through digital and traditional media and advertising channels
  • Design and work with matrix partners to implement the onboard product experience including current core and Mint inflight products, and support launch of product for entry into European markets
  • 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
  • Ensure the JetBlue brand resonates through all digital channels including JetBlue.com, the app, retail media, etc.
  • Oversee vision and long-term strategy for all elements of the TrueBlue loyalty program (JetBlue’s Frequent Flyer program) to maximize revenue and profitability. This will include program strategy and design, program forecasting and P&L.
  • Evaluate customer data to measure the results and effectiveness of 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 Qualifications

  • Bachelor’s Degree
  • Fifteen (15) years of relevant work experience in one or more of the following areas: marketing, advertising, loyalty, digital
  • Ten (10) years of leadership experience managing a team of 30+ people
  • Strong planning and analytical skills
  • Available for 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
  • 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
  • Pass a ten (10) year background check and pre-employment drug test
  • Legally eligible to work in the country in which the position is located

Preferred Experience and Qualifications

  • Advanced degree
  • Customer service experience
  • Ability to work in a dynamic, fast-paced environment
  • Experience in developing and executing direct marketing strategies including rich and contemporary experience in digital
  • Strong experience in product development and execution
  • Knowledge of the airline and travel industry
  • Experience with personalization, building a personalization strategy and program
  • Experience working with a customer loyalty program, including management of partnership programs
  • Experience in the cobrand credit card partnership space 

Crewmember Expectations:

  • Regular attendance and punctuality
  • Potential need to work flexible hours and be available to respond on short-notice
  • Well-groomed and able to maintain a professional appearance
  • When working or traveling on JetBlue flights, and if time permits, all capable crewmembers are asked to assist with light cleaning of the aircraft
  • Must be an appropriate organizational fit for the JetBlue culture, that is, exhibit the JetBlue values of Safety, Caring, Integrity, Passion and Fun
  • Must fulfill safety accountabilities as prescribed by JetBlue’s Safety Management System
  • Promote JetBlue’s #1 value of safety as a Safety Ambassador, supporting JetBlue’s Safety Management System (SMS) components, Safety Policy and behavioral standards
  • Responsible for adhering to all applicable laws, regulations (FAA, OSHA, DOT, etc.) and Company policies, procedures and risk controls
  • Uphold JetBlue’s safety performance metric goals and understand how they relate to their duties and responsibilities
  • Identify safety and/or security concerns, issues, incidents or hazards that should be reported and report them whenever possible and by any means necessary including JetBlue’s confidential reporting systems Aviation Safety Action Program (ASAP) or Safety Action Report (SAR)


  • Computer and other office equipment

Work Environment:

  • Normal office environment 

Physical Effort: 

  • Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)
Read Full Description
Confirmed 8 days ago. Posted 30+ days ago.

Discover Similar Jobs

Suggested Articles