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Title:  General Manager Personalization Marketing & Ops


Long Island City, NY, US, 11101

Req ID:  25723

Position Title: General Manager Personalization Marketing & Ops


Position Summary:

The General Manager Personalization Marketing & Ops partners with the Loyalty & Personalization Leadership team to develop and execute the Personalization strategy and operational tactics for JetBlue. The General Manager is responsible for Personalization initiatives including but not limited to building out a roadmap of key Customer centric initiatives across Digital, Customer Experience and Disruptions, while also executing tactical marketing efforts to further the strategy. In addition, the General Manager also sets the strategy and plan for an operational team to deliver personal touches in the Customer Support, Airports and Inflight space, both at scale and for high value segments. The General Manager is highly creative, a thoughtful leader and is able to find innovative ways to personalize the JetBlue Customer experience for different personas by collaborating with the Customer Data & Insights team. In addition, the General Manager has a deep understanding of the JetBlue culture, thrives in a matrix partner environment and exhibits the JetBlue values of Safety, Caring, Integrity, Passion, and Fun


Essential Responsibilities

· Identify and develop innovative and out-of-the-box personalization strategies to test across customer cohorts and category strategies including but not restricted to new communication approaches, cadence strategies, offer strategies, methods of offer delivery, new external partnerships, etc.

· Lead analytical, hypothesis driven approach to growing personalization programs while developing test & learn approach to new concepts.

· Design a Personalization roadmap utilizing available (and future) technologies.

· Adopt strategic approach to developing roadmap for adopting new technology and identifying gaps in technology for future enhancement

· Lead the development and management of cross-channel contact strategy, ensure we are delivering relevant communications with every touch point that are supporting key objectives across customer and category strategies, including integration with broader Enterprise marketing strategies.

· Evaluate existing tools and consumer experiences and interactions being developed in all consumer touch points and identify opportunities for enhanced personalization and relevance •

· Implement testing roadmap/ agenda to cover all dimensions of personalization - lifecycle, content, offers, triggers, and recommendations to implement experiences and interactions across all Customer touchpoints

· Develop a rich understanding of the JetBlue customer’s needs and motivations - as well as the role Loyalty can serve in meeting these needs.

· Lead a Personalization Ops arm that delivers specialized touches to high value segments and also delivers at scale Customer Experience solutions

· Support the management of ongoing forecasting and reporting of the financial performance related to personalization programs.

· Understand the key drivers or performance and continually identify plans to mitigate any risk.

· Take a significant role in the development of Crewmembers to support the engagement, growth, goal achievement and development of the succession plan for the Personalization Team

· Other duties as assigned


Minimum Experience and Qualifications

· Bachelor’s Degree

· Six (6) experience of Airline, Loyalty, Customer Experience or Marketing experience

· Three (3) years leadership and/or program management experience

· Strong analytical and problem-solving skills, with experience structuring complex analyses and making strategic recommendations and translating complex concepts into simplified and understandable examples

· Ability to manage multiple competing priorities in a fast-paced environment

· Deep Understanding of Customer behavior and the Digital and Customer personalization space

· Ability to build relationships and work across all levels and influence with impact

· Experience facilitating large groups

· Experience in partnering with senior level leaders

· Experience designing, leading and facilitating large scale organizational development initiatives

· Experience in coaching Managers or above and/or coaching certification

· Available for occasional overnight travel (20%)

· Able to pass a ten (10) year background check and pre-employment drug test

· Legally eligible to work in the country in which the position is located


Preferred Experience and Qualifications

· Master’s Degree

· Thorough understanding of Marketing and its application to JetBlue’s business model

· Demonstrated leadership and/or mentoring experiences

· Ability to cultivate a broad understanding of the JetBlue’s Customer Personalization strategy including marketing, operations, metrics, financials, customer experience and training

· Knowledge of airline industry trends and travel technology

· Knowledge of customer engagement strategies, tactics, tools and production

· Highly organized in dealing with people and executing tasks, and a proven track record of producing results

· Ability to manage multiple projects to conclusion at once, with minimal guidance


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) and 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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