Position Title: General Manager, Marketing Communications
Position Summary
The General Manager Marketing Communications is responsible for overseeing external communications and marketing campaigns and driving the brand portfolio reputation and business results. This leader has a particular focus on bringing together a robust customer communication strategy across channels, driving the key messaging priorities of the business. This will include campaigns and initiatives that tell the key strategic stories across paid (advertising and performance) and owned (social media, email content, in-airport and in-experience) channels, including TrueBlue program and card campaigns, brand building and revenue driving campaigns, and other key strategic priorities for the brand (including but not limited to DEI, product launches, our value proposition, route launches and focus city priorities). This leader will lead the customer contact strategy to drive acquisition and retention for consumer marketing, which is part of the overall customer contact strategy.
Reporting to the Director, Marketing Communications and Merchandising, this Crewleader will be a key leader with the remit to reassert JetBlue in the marketplace to drive demand as well as positioning the brand for future growth. The General Manager is a high-involvement leader who directs a team that executes its work in collaborative partnership with matrix teams throughout the airline especially across loyalty and sponsorships, as well as through external business partners, notably our agency of record and our loyalty business partners. This leader is skilled at building and maintaining relationships at all levels within and outside the organization and delivering results on high impact projects through influence and collaboration, always exhibiting the JetBlue values of Safety, Caring, Integrity, Passion, and Fun. This leader also ensures that all external communications and design elements uphold the JetBlue brand guidelines and the Marketing & Loyalty strategy, seeking input and guidance from Brand management, Insights and Planning where needed.
Essential Responsibilities
Responsible for maximizing the impact and effectiveness of JetBlue's mass communications, managing JetBlue's partnerships and advertising campaigns, branded content, social media, sponsorships, buzz initiatives, regional activations, and owned creative and messaging. The GM will be a leader in the Marketing team, working with the teams and agencies to refine brand strategy and manage the brand across all Customer-facing channels.
Lead the manager-led teams responsible for TrueBlue communications (co-brand card advertising and communications, TB program, Mosaic communications), Routes and Destinations including coop marketing, Sponsorships and Partnerships, Advertising and Performance media and brand/corporate messages that will include DEI, Products/Experience, JTP and safety messages.
Manage creative executions to leverage the JetBlue brand and tell our story clearly leveraging our full value prop including price, product and service across the consumer journey and across paid, shared and owned channels
Work with cross-departmental teams to develop the communications calendar, comprehensive communication plans, to encourage teamwork, and to drive efficiencies. Communicate JetBlue's tactical and strategic marketing goals to agency partners
Review advertisement and content ensuring communication is on-brand and on-strategy
Develop strategy for social media content marketing across channels to tell stories that build the JetBlue brand in the minds of Customers and Future-Customers.
Day-to-day working and collaboration with the advertising agencies (notably our AOR), to drive a business partnership approach.
Manage JetBlue's contractual assets (including hospitality, signage, promotions, and advertising) and bring the JetBlue story to life and improve ROI with sponsorship partners.
Manage advertising and content budget
Take a significant role in the development of crewmembers to support the engagement, growth, goal achievement
Other duties as assigned
Minimum Experience and Qualifications
Bachelor's Degree
Six (6) years of marketing, brand, or communications experience
Three (3) years of previous leadership or project management experience
Prior budget management or P&L responsibility experience
Strong written and verbal communication skills
Broad understanding of all media such as social media, print, online, video, audio, and the ability to create compelling and effective communications in all
Strong interpersonal skills and the ability to work across a wide range of departments and teams
Ability to influence and inform executive leadership
Ability to build and maintain Client Relationships
Ability to maintain customer focus
Ability to present to various level throughout the organization
Ability to manage multiple projects simultaneously
Available for occasional overnight travel (10%)
Must pass a ten (10) year background check and pre-employment drug test
Must be legally eligible to work in the country in which the position is located
Preferred Experience and Qualifications
MBA
Previous leadership experience
Experience managing an agency as a client
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
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))
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
Equipment:
Computer and other office equipment
Work Environment:
Traditional office environment
Physical Effort:
Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)