Title:  Manager CRM Data & Audience Strategy

Position Summary

The Manager CRM Data and Audience Strategy is a strategic, highly analytical, technically strong and customer obsessed leader. The Manager leads with data – building advanced segmentation strategies, querying and modeling customer datasets and collaborating across teams to ensure Customer Relationship Management (CRM) campaigns are personalized, scalable and measurable. The Manager will be responsible for powering both broad and highly targeted offer campaigns, enabling cross-functional matrix partners with precision audiences, and using data science principles to drive lifecycle marketing impact. The ideal candidate is a technically adept CRM expert with deep experience in first-party data, segmentation and offer planning and management.   

The Manager CRM Data and Audience Strategy is comfortable operating independently with large datasets and models and leads with a service mindset to support multiple teams with audience pulls, targeting strategies and campaign insights. They are a hands-on problem solver who takes ownership of data pipelines, audience accuracy and performance outcomes. They are an adaptable leader whose personal values match JetBlue’s values of Safety, Caring, Integrity, Passion and Fun.

Essential Responsibilities

Data & Audience Engineering

• • Query large-scale customer datasets using SQL and collaborate with Data Engineering and Analytics to extract, clean, and model data for CRM use.
  • Design, implement, and refine customer segmentation strategies based on behavioral, transactional, and lifecycle attributes.
  • Build and maintain predictive audience models to drive CRM, loyalty, and performance marketing initiatives.
  • Use audience models and segmentation strategies to inform the structure and timing of the promotions calendar and the ongoing build and optimization of lifecycle campaigns.
  • Serve as the internal subject matter expert in JetBlue’s first-party (1PD) data ecosystem, deeply understanding the structure, behavior signals, and integrity of customer data.
  • Independently source and build high-value audience segments that can be deployed across media and digital marketing channels to drive spend efficiency, improved targeting, and higher conversion.
  • Create and manage reusable audience frameworks and segmentation templates within internal tools and platforms.
  • Lead creation of curated data models and integration of customer data across CRM, digital, and advertising ecosystems; ensure data accuracy, consistency, and compliance.
  • Translate business objectives into scalable data solutions to support CRM offers and personalized engagement.

CRM Offer Strategy & Execution

• • Develop and execute offer strategies across broad and high-value customer segments.
  • Match curated audiences with relevant offer constructs to deliver lifecycle, promotional, and behavior-based campaigns.
  • Partner with Revenue Management, Loyalty, Digital, and Brand teams to define business use cases and deliver impactful promotions.
  • Execute campaigns across email, SMS, app, and push channels, with a focus on automation, personalization, and performance.
  • Monitor response and engagement metrics, adjusting offer design based on real-time and post-campaign insights.

Campaign Management & Performance

• • Own the end-to-end CRM promotions calendar and lifecycle campaign roadmap, aligning with cross-functional marketing initiatives and commercial priorities.
  • Leverage audience models and behavioral insights to proactively guide the design, sequencing, and targeting of lifecycle journeys and promotional offers.
  • Measure and report on campaign key performance indicators (KPIs) and customer outcomes, with a focus on offer effectiveness, return on investment (ROI), engagement, and retention impact.
  • Implement testing methodologies (A/B, multivariate) to optimize creative, audience segments, and contact strategies.
  • Identify trends, gaps, and opportunities using tools like Tableau, Power BI, or Looker, and recommend refinements to drive performance.
  • Deliver campaign retrospectives, performance insights, and actionable recommendations to evolve lifecycle strategies and future offers.

Cross-Functional Collaboration & Innovation

• • Partner closely with Data Science, Engineering, Performance Media, Loyalty, and Product Marketing to build unified data and segmentation strategies.
  • Enable teams across JetBlue with high-quality audience lists and insights for paid media, digital experience, and loyalty initiatives.
  • Drive offer innovation using AI, personalization engines, and dynamic content frameworks.
  • Serve as a key stakeholder in CRM tech stack enhancements, data ingestion pipelines, and privacy-compliant targeting.
  • Thrive in a fast-paced, cross-functional environment by demonstrating strong project management skills, execution awareness, and the ability to pivot as priorities evolve.
• Lead and develop a team of high functioning analysts with strong data acumen and project management skills.
• 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 in Marketing, Computer Science, Statistics, Data Science, 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 related work experience.
  • Five (5) years of experience in CRM, data-driven marketing, or marketing analytics.
  • Expert-level proficiency in SQL with the ability to independently manipulate large datasets.
  • Demonstrated experience developing segmentation models and predictive audiences using customer and behavioral data.
  • Familiarity with Customer Data Platforms (CDPs), CRM platforms, and customer journey orchestration tools., and customer journey orchestration tools.
  • Hands-on experience with customer engagement platforms such as Braze, and the ability to configure campaigns, journeys, and real-time triggers.
  • Hands-on experience with first party data activation platforms such as LiveRamp
  • Strong visualization and storytelling skills using Tableau, Looker, or Power BI.
  • Proven ability to balance data rigor with marketing creativity and customer empathy.
  • Demonstrated experience leading, mentoring, and developing analysts, fostering a high-performance, insights-driven team culture.
  • Available for 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

• • Prior experience in the travel, retail, or e-commerce industry.
  • Exposure to MarTech platforms and marketing automation systems.
  • Understanding of data privacy frameworks (e.g., General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA)).
  • Experience with machine learning models and AI-driven targeting is a plus.

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. 
  • 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.
  • 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 $81,000.00 and $136,200.00 per year. Base pay is one component of JetBlue’s total compensation package, which may also include performance bonuses, restricted stock units, as well as 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.