Title:  Analyst Content Perf & Optimization

Position Summary:

The Analyst Content Performance and Optimization plays a vital role in measuring, analyzing, and optimizing the performance of JetBlue’s e-commerce content and merchandising experiences. This includes tracking a wide range of e-commerce KPIs such as conversion rate, traffic optimization, upsell and cross-sell performance, referral traffic sources, average order value (AOV), and basket size. This role is central to helping the team identify what content works, what needs improvement, and how users interact with JetBlue.com and app content.

The Analyst reports to the Manager E-Commerce Marketing and is responsible for dashboards, content reporting, behavioral analysis, and testing insights. They collaborate closely with Product, Digital, Loyalty, CRO, and Analytics to translate data into insights that improve content and UX strategy. The ideal candidate brings an analytical mindset, strong curiosity about user behavior, and a passion for performance storytelling. They thrive in a fast-paced, collaborative environment and embody the JetBlue values of Safety, Caring, Integrity, Passion, and Fun.

Essential Responsibilities:

• Track and analyze key e-commerce performance metrics including conversion rate, AOV, basket size, upsell/cross-sell effectiveness, and referral traffic sources across customer segments, geographies, loyalty tiers, and device types
• Build and maintain dashboards that monitor engagement, traffic sources, content funnel metrics, and merchandising ROI
• Deliver pre- and post-launch performance analysis for content changes, promotions, SEO, and merchandising updates
• Own tagging requirements and partner with analytics, media, and engineering teams to implement and QA pixels, tagging logic, and tracking scripts for accurate content performance and attribution
• Conduct user behavior analysis using GA4, FullStory, and other analytics tools to uncover engagement bottlenecks, drop-off points, and optimization opportunities
• Translate raw data into insights and narratives that guide UX design, content priorities, and test roadmaps
• Support A/B and multivariate testing efforts by designing measurement frameworks and defining success metrics for content-specific hypotheses
• Develop scalable content tagging logic and help document metadata structures for use across CMS and analytics tools
• Regularly benchmark performance against key competitors and track how merchandising and content strategies compare
• Stay up to date on industry trends in content measurement, attribution, and testing — and evaluate new tools that can provide deeper visibility into JetBlue.com and mobile app experiences
• Explore the role of AI in content performance optimization and help pilot AI-based measurement or forecasting tools
• Other duties as assigned

Minimum Experience and Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, Merchandising, or a related field; 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 in digital analytics, e-commerce performance, or content optimization roles
• Demonstrated experience with web analytics platforms including GA4, and strong proficiency with Tableau/Looker, SQL, and Excel/Sheets
• Proven ability to define and track e-commerce performance metrics (conversion rate, AOV, basket size, bounce rate, referral traffic, engagement)
• Experience conducting behavioral analysis with tools like FullStory or similar
• Strong understanding of tagging and pixel management (GTM, UTM parameters, event tracking, QA processes)
• Working knowledge of data attribution models, content funnel stages, and how to apply them to web content and e-commerce performance
• Excellent communication skills with the ability to translate complex data into clear, actionable insights for marketing, product, and executive audiences
• Attention to detail and high standards for data accuracy, hygiene, and storytelling
• Experience conducting segmentation analysis across customer types, regions, devices, and loyalty statuses
• Strong team player with the ability to take initiative and work well independently
• Effective written, verbal and presentation skills
• Able to work flexible hours and be available for an emergency response on short notice
• Available for occasional overnight travel (10%)
• Must pass a pre-employment drug test
• 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:

• Three (3) years in a content or web performance analytics role supporting e-commerce, UX, or growth teams
• Experience with personalization and dynamic content testing environments
• Familiarity with CRO and how content changes affect experimentation
• Exposure to SEO and content metadata analytics and how they influence organic visibility and engagement
• Experience piloting or integrating AI-based analytics, forecasting, or behavioral clustering tools
• Familiarity with CMS tagging structures, metadata governance, or product content frameworks

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
• 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 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))
• 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)

Compensation: 

• The base pay range for this position is between $64,350.00 and $89,600.00 per year. Base pay is one component of JetBlue’s total compensation package, which may also include access to healthcare benefits, a 401(k) plan and company match, crewmember stock purchase plan, short-term and long-term disability coverage, basic life insurance, free space available travel on JetBlue, and more