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Title:  General Manager Brand Design


Long Island City, NY, US, 11101

Req ID:  32542

IMPORTANT UPDATE:  As part of this commitment to health and safety, COVID-19 vaccines are required for all JetBlue employees.  New hire employees must be fully vaccinated prior to the start of training.

Position Title: General Manager Brand Creative 


Position Summary 

The General Manager Brand Design partners with the Marketing leadership team and key matrix partners on the ongoing development and evolution of the JetBlue brand design.  


The General Manager must lead the Marketing team’s creative studio, inclusive of designers, copy writers and project managers, from ideation to execution, ensuring excellent communication with all stakeholders and the upholding of the JetBlue brand voice and design standards.  The General Manager oversees the conceptual and stylistic direction JetBlue’s customer-facing creative work, supervising the work of in-house creative talent, agencies, freelancers, printers, and anyone involved in the development of creative projects for the brand.   


The General Manager is responsible for championing, defining and overseeing the design and tone of all JetBlue brand projects, including print collateral, copy, signage, liveries, web/digital communications, logo illustration, and original design in addition to ensuring that all produced materials reflect JetBlue’s brand values and guidelines.  This leader must be a key driver of our overall brand image, unifying work across the travel ribbon to drive a distinct, clear and consistent brand experience.  


This leader is passionate about designing experiences that enhance a Customer’s JetBlue experience and enjoys working on a variety of high profile, innovative assignments. They will be a skilled influencer, detail oriented, able to lead conceptual design and copy work and be an effective leader whose personal values match JetBlue’s values of Safety, Caring, Integrity, Passion, and Fun. 


Essential Responsibilities 

  • Partner with Marketing Communications, Brand Strategy, Product, Promotions and Corporate Communications to develop creative strategic solutions and brand design strategy  

  • Define and communicate brand design guidelines internally and with outside agencies/business partners to maintain JetBlue brand integrity across all platforms 

  • Present brand design strategy/concepts to leadership as appropriate or necessary  

  • Provide strategic oversight and design input as appropriate and sign off on all executions / implementations  

  • Oversee and manage all brand design projects, across all mediums, ensuring that all projects reflect JetBlue’s brand values and guidelines  

  • Work with cross-functional teams/departments to ensure JetBlue brand is presented consistently and appropriately on brand design projects, such as aircraft livery, aircraft interiors, airport signage and consumer collateral 

  • Coordinate with copywriters to ensure consistent design and messaging and that all deadlines are met 

  • Develop creative platforms for new products, brand refreshes and external/internal marketing communications programs  

  • Review creative briefs for outside agencies/business partners and oversee the design elements of all brand projects 

  • Lead the creative team of designers and copywriters to create strategically appropriate creative ideas that can build the JetBlue brand.  

  • Take a significant role in the development of crewmembers to support the engagement, growth, goal achievement 

  • Enhance internal workflow and development of efficiencies for scaled growth and cross-functional optimization  

  • Other duties as assigned 


Minimum Experience and Qualifications 

  • Bachelor’s Degree in fine arts, graphic/communication design, copywriting, advertising, marketing or related field 

  • Six (6) years’ experience in graphic/communication design, environmental design, creative direction including copy and design, or related field in-house or at an agency 

  • Excellent presentation skills and ability to communicate with stakeholders at all levels of JetBlue 

  • Four (4) years of leadership experience in design-related environment 

  • Expert knowledge of Adobe Creative Suite (Photoshop, InDesign, Illustrator) 

  • Available for moderate overnight travel (up to 30%) 

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

  • 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 

  • Seven (7) years’ experience in graphic/communication design, environmental design, creative direction or related field 

  • Web design experience  

  • Experience designing for all media, including print and digital  

  • Demonstrates sound knowledge of all press publishing processes, concepts, and techniques 

  • Experience presenting design concepts and solutions to senior leadership and to internal and external stakeholders 

  • Experience influencing; selling ideas to others and using solid negotiation skills 

  • Understands components of a budget 

  • Experience interacting with Executive Leadership 

  • Demonstrates ability to work well with other Crewmembers and represent the department favorably to internal and external stakeholders 

  • Understands JetBlue’s brand guidelines and culture 


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 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 


Work Environment:  

  • Normal 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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