Title:  Senior Manager, Paid Media

Position Summary

The Senior Manager, Paid Media is responsible for overseeing paid marketing efforts and initiatives in support of the JetBlue Travel Products (JTP) marketing strategy. The Senior Manager, Paid Media will oversee, monitor, and optimize paid media strategies that will allow JTP to meet its growth objectives for its portfolio of products including JetBlue Vacations and Paisly by JetBlue. The ideal candidate will collaborate closely with JetBlue’s Product Marketing team and external agencies to ensure alignment on all paid media interactions.

Essential Responsibilities

• Oversee the implementation, execution and monitoring of all paid search and paid social (Meta) campaigns across platforms, including conducting in-depth keyword and website research.
• Manage the design, creation, launch and performance tracking of paid campaigns executed through third-party agencies.
• Analyze data and monitor all campaigns to ensure consistent optimization of spend, including deep analysis of click-through rates and cost per conversions.
• Identify user personas and develop targeting strategies based on goals and budgets.
• Direct the Creative/Copywriting team on landing page copy and headlines to optimize campaigns against keywords.
• Align with the Marketing team on planning and executing paid search and paid Meta campaigns based on promotional cadence and seasonality to maximize budgets in peak/off-peak booking windows.
• Partner with Marketing and Creative teams on paid Meta creative executions tailored to specific audience targeting.
• Utilize external paid media performance management tools (e.g., SEMRush, Google Trends) to gauge and measure campaign performance.
• Oversee multiple Meta paid social campaigns for JTP brands, managing and directing agency resources to ensure performance aligns with JTP paid media KPIs.
• Maintain JTP Marketing team budgets for all paid campaigns, ensuring actuals align with forecasts and investigating/resolving discrepancies in collaboration with the Finance team.
• Enhance the digital customer experience by managing interactions with JTP brands across all paid marketing touchpoints and web experiences.
• Propose, execute and analyze results of complex A/B tests on paid channels to optimize performance, in alignment with JTP Marketing goals.
• Establish and report key performance indicators (KPIs) for each paid campaign, ensuring results align with performance baselines for incrementality.
• Work closely with JTP Technology and Data Analytics teams to ensure proper tracking, tagging, and cross-analysis of campaign performance against booking and site traffic data.
• Assist in overseeing and executing affiliate marketing initiatives and other paid agency campaigns, including but not limited to linear TV, Connected TV, display and programmatic video.
• Provide ongoing actionable insights into campaign performance.
• Ensure Meta campaigns executed by external agencies are delivered on time, on budget and with the correct creative/messaging strategy and landing pages.
• Take a significant role in the development of crewmembers to support their engagement, growth, and goal achievement.   
• Other 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.
• Six (6) years of paid search (Google CPC) and paid social (Meta) experience.
• Five (5) years of leadership 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.
• Understanding of all media such as digital, social media, video, audio etc.
• 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.
• Seven to ten (7-10) 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, minimum three days a week in the office

Physical Effort: 

• Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)