Channel Strategist, Guest Retention

This position requires in-person collaboration up to five days a week. This arrangement is subject to change based on business requirements.

Since our story took off in 1996, West Jet has strived to enrich the lives of everyone in our world; a career with us is no exception. We’re proud to be one of Canada’s most admired and respected corporate cultures and continuously aim for the highest standards of service and success.

This role sits within the Channel Strategy & Planning function within the Guest Retention & Engagement team. As a Channel Strategist, you'll own the channel planning and strategy for email and push across your program portfolio. You're the strategic bridge between the business and our Delivery and Enablement team, taking commercial objectives and translating them into well-crafted channel plans that define the audience, messaging approach, campaign architecture and touchpoint logic that gets results.

Reporting to the Senior Manager, Guest Retention & Engagement, you'll engage directly with stakeholders across the business to understand what they need and why it matters, then design the channel strategy that gets them there. You'll monitor performance across channel, revenue and loyalty KPIs and use those insights to continuously strengthen your approach.

• Engage with business stakeholders to understand program objectives, KPIs and guest engagement goals, then translate those inputs into actionable channel strategies across email and push.
• Lead the strategic planning of ad hoc, triggered and always-on campaigns within your program portfolio, defining target audiences, messaging hierarchy, campaign timing, frequency guidelines and channel-specific considerations.
• Develop audience criteria and segmentation strategies aligned to campaign objectives and CRM best practices, including recency, frequency and propensity-based targeting.
• Architect comprehensive campaign strategy blueprints, defining data triggers, dynamic content logic, personalization parameters and audience definitions, to enable a seamless handoff to the Delivery and Enablement team.
• Own end-to-end content briefing process, ensuring cross-functional partners understand the strategic intent behind every program brief.
• Prepare detailed campaign briefs and fully verified content packages for handover to the Delivery and Enablement team, ensuring all assets, copy, links, audience criteria and supporting documentation are complete and clearly organized.
• Provide final strategic QA prior to deployment, verifying that offer structures, audience segmentation and campaign mechanics accurately reflect the business objectives.
• Analyze campaign and channel performance across channel KPIs (CTR, unsubscribe rates), flight revenue metrics (booking conversion, guest web revenue, repeat flight booking) and loyalty KPIs (member active, partner active, cobrand acquisition and active, customer lifetime value).
• Report campaign results and contribute channel-level insights to post-mortems and broader business reviews.
• Synthesize learnings from campaign performance to continuously improve future channel and campaign planning.
• Serve as a trusted channel planning resource for marketing and business stakeholders, communicating recommended strategies clearly, confidently and with supporting rationale.

• 4-6 years of experience in lifecycle marketing, CRM strategy or digital customer engagement, ideally within travel, hospitality, retail or a subscription-based environment.
• Demonstrated experience developing and executing multi-channel CRM strategies, with a focus on email and mobile push.
• Strong analytical skills with the…