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Title:  General Manager Brand, Planning and Insights


Long Island City, NY, US, 11101

Req ID:  25667

Position Title: General Manager Brand, Planning and Insights


Position Summary

The General Manager, Brand, Planning and Insights is responsible for brand strategy, brand execution, strategic planning and brand insights. This is a high visibility role within JetBlue requiring cross-functional leadership, creativity and ingenuity. A leader, innovator and an individual passionate about brand development is needed for this role. The General Manager serves as the point-person for developing strategies, backed by insight, that increase awareness and customer engagement, strengthen brand commitment and improve customer experience to meet corporate objectives. This leader will support the evolution to becoming a travel brand, as well as managing our portfolio of JetBlue sub-brands (e.g. cabin brands, loyalty brands).


The General Manager leads brand strategy by developing world class consumer understanding and category insights to develop offerings and experiences that help achieve JetBlue’s near and long term corporate objectives. The General Manager will bring a strong consumer, competitor and customer understanding of key business drivers, competitive trends, marketplace dynamics & consumer need gaps to inform breakthrough, disruptive new product and experience propositions and brand-led strategy. The General Manager will oversee the development of the Marketing annual plan, facilitate a monthly forum to brief senior leaders on Marketing KPI performance to date and direct regional and focus city specific strategy, ensuring local-level engagement and understanding.


This is a dot connector role that requires business partnership with key internal functions across the business notably product teams, loyalty, infrastructure, customer experience teams, orchestrating strategies aligned with JetBlue brand strategy and standards. This role requires an excellent communicator and collaborator who can craft convincing stories grounded in business fundamentals - to influence senior leadership to invest in and support the business. We are looking for a self-starter who will help proactively identify new opportunities, respond to competitive dynamics, and leaves no stone unturned in our quest to unlock growth. This General Manager is also responsible for rigorous brand execution ensuring brand standards and values are upheld, promotes uniformity and consistency.


Essential Responsibilities

· Craft and execute brand strategy to help identify innovation, drive sales, and increase brand commitment

· Oversee the annual Marketing plan to document, prioritize and measure Marketing activity and its impact on corporate performance

· Responsible for consumer, competitor, customer and category insights by partnering closely with internal and external stakeholders to package research to guide decision-making

· Create and maintain Marketing scorecard to facilitate monthly forums with senior leadership to proactively address and solve opportunities

· Direct regional marketing strategy and oversees community engagement strategy notably across Florida franchises and other markets as regional needs arise.

· Manage, lead, and proactively enhance brand reputation and identifies areas for brand-building

· Takes a significant role in the development of crewmembers to support the engagement, growth, goal achievement

· Effectively communicate relevant project information to brand, planning and insights team

· Ensure brand consistency, uniformity and uphold brand standards and values throughout the operation and across all communications channels, bringing a rigorous process to the discipline of end-to-end brand management.

· Other duties as assigned


Minimum Experience and Qualifications

· Bachelor’s degree in marketing or related discipline

· Six (6) years’ experience in brand, marketing or communications

· Three (3) of leadership experience

· Strong written and verbal communication skills

· Strong interpersonal skills and ability to work across wide range of departments and business partners

· Expert understanding of all media vehicles such as digital, social media, video, email and print and proven track record of compelling and effective communications in all

· Proven successes in innovative marketing and advertising campaigns, design principles and industry know-how

· Ability to direct multiple projects simultaneously

· Ability to influence and inform executive leadership

· Ability to build and maintain Client Relationships

· Ability to maintain customer focus

· Experience developing and maintaining budgets

· Ability to present to various level throughout the organization

· Available for moderate overnight domestic and international travel (up to 20%)

· In valid possession of travel documents with the ability to travel in and out of the United States

· Able to work flexible hours and be available for an emergency response on short notice

· 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

· Master’s degree/MBA

· Ability to adapt to a dynamic work environment and deliver results

· Ability to think strategically

· Ability to coach and motivate others

· Ability to conduct and interpret marketing research


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



· Computer and other office equipment

· Mobile smartphone


Work Environment:

· Traditional office environment


Physical Effort:

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

Nearest Major Market: Brooklyn
Nearest Secondary Market: New York City

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