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Manager Brand Strategy At JetBlue Airways Corporation

Location: Long Island City, New York

Job Description

Manager Brand Strategy

The Manager, Brand Strategy is responsible for managing the JetBlue brand. This is a high visibility role within JetBlue and offers plenty of scope for independent brand and team stewardship and cross-functional leadership and creativity. A leader, innovator and an individual passionate about brand development is needed for this role. The Manager serves as the point-person for developing strategic communications that increase awareness and customer engagement, strengthen brand commitment and improve customer experience.

The Manager leads the brand strategy and future funnel work streams - developing world class consumer understanding and category insights to develop brand strategy and fuel breakthrough communication assets for our products and experience. The Manager will bring a strong consumer, competitor and customer understanding of key business drivers, competitive trends, marketplace dynamics & consumer need gaps that lead to breakthrough, disruptive new product and experience propositions and brand-led communications.

This is a dot connector role since it requires a business partnership which leads relationships across the business recommending strategies aligned with JetBlue key priorities and collaborating closely to develop and champion activity plans that deliver growth. This role requires an excellent communicator and influencer who can craft convincing, visually-stunning stories - grounded in business fundamentals - to persuade senior leadership to invest in and support the business. We are looking for a self-starter who will help pro-actively identify new opportunities, respond to competitive dynamics, and leaves no stone unturned in our quest to unlock growth. This Manager is also responsible for the brand brief content management system and all associated deliverables (ensuring brand standards and values are upheld, promotes uniformity and consistency).

Essential Responsibilities
  • Crafts and executes brand strategy- and communication plans the increase customer engagement, drive sales, and increase brand commitment
  • Seeks innovative ways to communicate and enrich Company and brand messages to Crewmembers and Customers alike
  • Manages, leads, and enhances brand reputation and identifies brand-building areas
  • Takes a significant role in the development of crewmembers to support the engagement, growth, goal achievement
  • Addresses marketing capability gaps and develops capability building tools and lead workshops
  • Coordinates and manages content management and information sharing among marketing and company-wide workgroups
  • Leads project scoping and develops accountability structure for stakeholders by creating and executing project work plans and timelines and revising as appropriate to meet changing needs and requirements
  • Effectively communicates relevant project information to brand team
  • Works with design team to create production schedules, identifies resources needed and assigns responsibilities
  • Ensures brand consistency, uniformity and upholds brand standards and values
  • Manages both internal and external brand approvals; gives timely approval to all work produced
  • Other duties as assigned
Minimum Experience and Qualifications
  • Bachelor’s Degree in English, Marketing, Journalism, Media Studies or related field
  • Five (5) years’ experience in Brand, Marketing or Communications strategy
  • Experience briefing and collaborating closing with design and communication agencies
  • Innovation and communication development experience (writing insightful briefs and concepts, developing business cases etc.)
  • Demonstrated ability to understand different geographies/countries to position a brand, project, innovation around the globe
  • Proven people development skills, ability to manage diverse and virtual teams
  • Ability to lead large cross functional teams while working with and influencing multiple stakeholders
  • Display of excellent influencing and communication skills towards stakeholders and leadership teams
  • An independent worker and self-starter always striving to go the extra mile to deliver excellent performance
  • Strong interpersonal skills, motivated to work in harmony with the team by showing a good "what-how" balance in delivering successful results
  • Broad understanding of all media such as social media, print, online, video, audio, and the ability to create compelling and effective communications in all
  • Ability to manage multiple projects simultaneously
  • Available for occasional domestic and international overnight travel (5%)
  • In valid possession of travel documents with the ability to travel in and out of the United States
  • 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 Brand, Marketing or Communications strategy
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
Equipment:
  • Computer and other office equipment
  • Mobile smartphone
Work Environment:
  • Normal Office Environment
Physical Effort:
  • Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by the crewmember(s) assigned to this position. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of individuals in this position. may be subject to change as the needs of the organization change.

JetBlue Airways Corp. is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, marital status, veteran status, sexual orientation, gender identity or expression, disability status, pregnancy, genetic information, citizenship status or any other characteristic protected by law. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.




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