Title:  Analyst, Paid Media

Analyst, Paid Media (JetBlue Travel Products)(FLIC)

Position Summary 

The Analyst, Paid Media is responsible for executing paid marketing efforts and initiatives in support of the JetBlue Travel Products (JTP) marketing strategy. JTP is responsible for the growth and success of JetBlue Vacations, Paisly by JetBlue, and travel insurance products. The Analyst is responsible for implementing, monitoring, and optimizing our paid media strategies that will allow JTP to meet its growth objectives for all three product lines. The ideal candidate will collaborate closely with JetBlue’s Marketing team and JTP’s agencies to ensure all projects that affect customer paid media interactions with and perception of the JetBlue brand are on target with the larger organization’s strategy and goals. 

Why Consider JTP?  We just work differently. 

Experiential Learning: Understand the inner workings of a digital travel company and learn firsthand—through cross functional collaboration—how our business is run. 

Talented Colleagues: Participate in open, thoughtful dialogue about how we can make our business better with colleagues who have varied academic and professional backgrounds. 

Existing and New Customer Journeys: We are enhancing existing products as well as designing and testing new products in the market.  

Essential Responsibilities 

• Responsible for the implementation, execution and monitoring of multiple Google and other paid search campaigns for JTP products. 

• Align on planning and execution of paid search campaigns with JetBlue’s marketing team. 

• Utilize outside paid media performance management tools to gauge and measure performance of JTP paid campaigns such as SEMRush, Google Trends and others. 

• Responsible for the implementation, execution and monitoring of multiple Meta paid social campaigns for JTP brands. 

• Maintain JTP Marketing team budgets for all paid campaigns, ensuring actuals align to forecast and investigating and resolving discrepancies as needed. Communicate consistently and collaborate closely with the Finance and Accounting teams in regards to forecasted vs. actual spend.  

• Improve the customer experience in the digital realm managing customer’s interactions with and perception of the JTP brands through all paid marketing touch points and corresponding web experiences. 

• Align with JTP Marketing team on planning and execution of promotional marketing messages as it pertains to all paid campaigns.  

• In alignment with JTP Marketing goals, propose, execute and analyze results of complex A/B tests on paid channels.  

• Determine key performance indicators (KPIs) for each paid campaign and report out on results accordingly. 

• Work with the JTP Marketing team to establish performance baselines for incrementality and report out on results accordingly.  

• Work closely with JTP Technology team to ensure all tracking and tagging is set up appropriately so that we can properly monitor performance of paid campaigns. 

• Work closely with JTP Data Analytics team to properly cross-analyze in-platform metrics and compare to booking data and Google Analytics data to have a 360° picture of our advertising performance and its impact on direct and site traffic and bookings. 

• Assist JTP Marketing team with oversight and execution of affiliate marketing initiatives. 

• Assist JTP Marketing team with oversight and execution of paid agency campaigns and maintaining agency relationships, across other paid channels including but not limited to linear TV, Connected TV, display, programmatic video, etc. 

• Assist in planning & execution of JTP brand activations as needed. 

• Other complex projects and duties as assigned. 

Minimum Experience and Qualifications 

• ​​​​​Bachelor’s degree; OR demonstrated capability to perform job responsibilities with a combination of a High School Diploma/GED and at least four (4) years of previous relevant work experience. 

• One (1) year of paid search (Google CPC) and paid social (Meta) experience. 

• Proficient with Google and Microsoft Office suite. 

• Proficient in Google Analytics, able to read, interpret and analyze complex data sets using multiple tools including but not limited to Google Looker Studio. 

• Experience managing multiple media budgets and effectively overseeing several paid campaigns simultaneously.  

• Ability to use advanced methodologies to create and analyze paid media experiments.  

• Understanding of statistical significance when reporting on these experiments. 

• Understanding of all media such as digital, social media, video, audio etc. 

• Understanding of strategic media/marketing principles and ability to link commercial strategy to media strategy. 

• Understanding of financial concepts and how paid media affects each such as commissions revenue structure and incrementality.  

• Demonstrates a broad understanding of paid media best practices, brings a knowledge of products/services to be used in this role and can articulate pros and cons of each. 

• Excellent communication skills. 

• Ability to meet tight deadlines and handle multiple projects simultaneously. 

• Strong attention to detail. 

• Ability to build and nurture relationships. 

• Can thrive in a dynamic and face-paced work environment.  

• Available for occasional overnight travel (10%). 

• Must pass a ten (10) year background check. 

• 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. 

Preferred Experience and Qualifications  

• Previous airline or travel industry marketing experience. 

• Three (3) years of paid search (Google CPC) and paid social (Meta) experience. 

Crewmember Expectations 

• Regular attendance and punctuality. 

• Potential need to work flexible hours and be available to respond on short-notice. 

• 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. 

• The use of ChatGPT or any other automated tool during the interview process will disqualify a candidate from being considered for the position. 

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)