Title:  VP Loyalty & Personalization

Position Summary

The Vice President of Loyalty and Personalization is responsible for overseeing and cultivating JetBlue Airways’ overall customer relationships, with a focus on lifecycle/customer relationship marketing (CRM), personalization of the JetBlue Experience, and leadership of the TrueBlue loyalty program. The Vice President will be responsible for the vision and long-term strategy of the loyalty program including innovative alternative models and approaches to maximize revenue and profitability. Our program will be the key driver in evolving JetBlue from an airline into a travel brand and will include overseeing program strategy and design, our loyalty partnerships, and revenue generation. This leader will focus on using our deep customer knowledge to improve service at key points in the travel ribbon and on maximizing incremental flight and loyalty revenue, increasing both share of wallet and customer satisfaction. The role reports directly to the President but will also enjoy regular exposure to the President’s leadership team, the Chief Executive Officer and the President of JetBlue Travel Products.

Essential Responsibilities

• Owns the strategic direction of JetBlue Airways’ customer data strategy, including maintaining the key matrix relationships required to capture, utilize and leverage our deep customer knowledge
• Along with matrix partners, uses customer knowledge to identify key touchpoints for personalization across the customer travel ribbon, and works to create business cases and implementation plans for service delivery
• Responsible for all elements of the TrueBlue loyalty program, including program strategy and design and program forecasting and profit and loss (P&L), and manages all day-to-day aspects of program delivery
• Designs enhancements to the TrueBlue program, establishes membership and revenue goals, improves the overall functionality of the program on jetblue.com and mobile applications
• Drives direction and specifications of the Mosaic program, a tier within the TrueBlue program for its most frequent fliers, and works with key matrix partners to recognize and deliver Mosaic benefits throughout the JetBlue Experience
• Enhances the loyalty program to ensure the whole JetBlue family of travel companies providing a unique point of differentiation in driving customer purchase and retention
• Works closely with marketing matrix partners for promotion of TrueBlue and to assist them in their use of TrueBlue as a promotional tool for driving customer share shift
• Oversees a multi card co-brand portfolio across the U.S., Puerto Rico, the Dominican Republic, and the Caribbean, as well as points transfer partnerships with major credit card providers
• Works with the business partners’ insights teams to look for additional growth opportunities for TrueBlue, the co-brand cards or JetBlue as a whole
• Work with Airline Partnerships team to create and develop partner programs including airline earn/burn loyalty partnerships
• Seeks to create additional earn and redemption opportunities for TrueBlue members
• Leverages partnerships to create new customer acquisition opportunities and/or awareness around program features as well as creates ongoing customer engagement opportunities (sweepstakes, events, etc.)
• Creates a cohesive communications plan for all stages of the customer loyalty program, and work with fellow members of President’s leadership team to implement
• Takes a significant role in the development of crewmembers to support engagement, growth, and goal achievement   
• All other duties as assigned

Minimum Experience and Qualifications

• Bachelor’s degree 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
• Ten (10) years of relevant work experience
• Seven (7) years of leadership experience managing a team of ten (10)+ people
• Strong planning and analytical skills
• Available for occasional travel (25%)
• Valid travel documents with the ability to travel in and out of the United States
• Excellent organizational skills and the ability to manage multiple complex projects simultaneously
• Strong verbal and written communications skills
• Highly accessible to support the needs of our customers
• Exceptional matrix, interpersonal and relationship management skills
• 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

• Advanced degree
• Customer service experience
• Ability to work in a dynamic, fast paced environment
• Experience working with a customer loyalty program, including management of partnership programs
• Experience with personalization and building a personalization strategy and program
• Experience in the cobrand credit card partnership space
• Experience in developing and executing direct marketing strategies

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) 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
• 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 $230,000.00 and $300,000.00 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.

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