Director Loyalty Partnerships
Position Summary:
The Director Loyalty Partnerships within JetBlue’s Loyalty Program and Partnerships team will manage all of the TrueBlue Program’s partnerships teams. This team is responsible for not only extending and enhancing the TrueBlue experience across our strategic partners, but generating incremental revenue opportunities to support the financial growth goals of the program. This Director will be responsible for the Co-Branded Credit Cards and other Non-Air Partnership teams. As a key role with in the Loyalty organization, this Director will be looked at as a key thought leader within the TrueBlue team and the broader JetBlue Commercial leadership team.
Essential Functions:
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Oversees the following categories:
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Co-Brand team responsible for developing and executing the acquisition, retention, spend and loyalty marketing plans for co-branded credit cards, both domestic and international, to drive increased loyalty to JetBlue and grow ancillary revenue
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Non-Air Partnerships team responsible for overseeing TrueBlue’s transfer partnerships, hotel and car rental partnerships and many other strategic loyalty partners
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Identifies new strategic financial and non-financial partners that fit with the JetBlue brand and are aligned with commercial strategy. Negotiates terms of and executes partnership contracts, and then oversees technical integration with JetBlue’s systems. Develops partner marketing strategies and manages the partner marketing calendar to drive member awareness and utilization of partners
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Is a thought leader in suggesting and evaluating new ways to engender customer loyalty and leads roll-out of any new initiatives
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Develops the customer experience / communication strategy for all loyalty partnerships in coordination with Personalization, Marketing and Brand teams to deliver best-in-class marketing campaigns and communications across multiple marketing channels (e.g., email, website, direct mail, out-of-home, inflight, airports, telemarketing, PR and internal JetBlue communications) to drive loyalty program and partnerships engagement
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Maintains domain expertise of the loyalty and co-brand space both within and outside of the airline industry and rigorously benchmarks JetBlue’s loyalty program versus competitors
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Continuously evaluates the structure and features of partner agreements and implements any necessary changes based on rigorous quantitative and qualitative analysis
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Collaborates closely with the Director of Loyalty Program and Experience to ensure that the loyalty program strategy and loyalty partnerships strategy are aligned and mutually supportive
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Ensures the team conducts robust financial modeling, forecasting and analytics to support both existing partnership success and new business development in coordination of the broader strategic loyalty program vision
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Take a significant role in the development of crewmembers to support their engagement, growth, and goal achievement
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Other duties as assigned