Director Hawaiian Airlines Marketing

About the Role

Key Responsibilities

• Establish the three-year brand strategy to grow consideration and drive bookings for the Hawaiian brand.
• Lead multiple marketing channel strategies including Digital, OOH, TV/Video, Social Media, and Influencer marketing.
• Achieve brand and revenue objectives in cost-effective and industry-leading ways in partnership with performance marketing teams.
• Set strategic goals and direction for the team of contributors and external agencies working on brand campaigns, social media programs, partnerships, and influencer initiatives.
• Interact routinely with Directors and Managing Directors across Alaska Air Group, including senior leaders and the Chief Commercial Officer.
• Develop strategies to secure Co-op funding from partners and create innovative campaigns to increase awareness and growth of key routes/destinations.
• Bring the brand to life through all touchpoints with innovative and remarkable marketing efforts.
• Deliver newsworthy marketing campaigns that support business objectives and enhance Hawaiian Airlines' market presence.
• Focus on driving social conversations and influencer engagement targeting Hawaiian Airlines' audience.
• Track and report campaign effectiveness, social media performance, sponsorships, and optimize initiatives.
• Develop and manage the brand advertising and social media budgets.
• Create and oversee the social media content strategy and activity calendar, ensuring program effectiveness and opportunities for optimization.
• Act as a spokesperson externally when needed to protect the Hawaiian Airlines brand.
• Drive the creation of an influencer strategy to grow advocacy and reach among the target audience.
• Develop team members through performance management, feedback, talent development, and succession planning.

Requirements

• 8 years of successful integrated marketing experience on the client or agency side.
• A Bachelor's degree, preferably in brand, advertising, marketing, or communications, or an additional two years of relevant experience in lieu of the degree.
• 5 years of leadership experience, including at least 2 years directly leading people.
• Experience managing advertising campaigns.
• Deep expertise in managing social channels and social media space.
• Ability to report on campaign performance and ROI.
• Strategic ability to design cohesive marketing strategies across multiple channels and markets.
• Influence and collaborate with cross-functional peers and senior leaders.
• Ability to think innovatively, challenge norms, and drive best practices.
• Proficiency in leveraging customer feedback, research data, and business metrics for continuous improvement.
• Ability to multitask and manage multiple projects simultaneously across various audiences.
• High school diploma or equivalent.
• Willingness and ability to travel.
• Minimum age of 18.
• Must be authorized to work in the U.S.

Nice to Have

• Major consumer brand experience.
• Knowledge of Hawaii, preferably having worked and lived there for some time.

Qualifications

• High school diploma or equivalent.
• Bachelor's degree in relevant field or equivalent experience.

Benefits & Perks

• Free standby travel privileges on Alaska Airlines & Horizon Air with high priority status.
• Confirmed travel credits provided annually.
• Comprehensive well-being programs including medical, dental, and vision benefits.
• Generous 401k match program.
• Quarterly and annual bonus plans.
• Generous holiday and paid time off.