Director Hawaiian Airlines Marketing

The Director of Hawaiian Airlines Marketing focuses on developing the multi-year brand strategy for Hawaiian while leading a team that delivers brand and campaign management, social media engagement, partnership marketing and overall marketing strategy. This people leader role is accountable for the relationship, deliverables, and performance of Hawaiian Airlines’ marketing agencies as well as the brand’s overarching social media and influencer partners.

Establish the three-year brand strategy to grow consideration and ultimately drive bookings for the Hawaiian brand.

Lead multiple marketing channel strategies including Digital, OOH, TV/Video, Social Media and Influencer marketing.

Accountable to achieve brand and revenue objectives in cost-effective and industry-leading ways in partnership with performance marketing teams.

Establish strategic goals and direction for team of individual contributors and external agencies working on brand campaigns, social media programs, partnerships and influencer.

Influence and interact routinely with Directors and Managing Directors across Alaska Air Group including senior leaders in the company, up to and including the Chief Commercial Officer.

Set the strategy to secure Co-op funding from partners and develop unique innovative campaigns aimed at driving awareness and growth of key routes/destinations that Hawaiian Airlines flies.

Bring the brand to life in innovative and remarkable ways through all touchpoints.

Deliver newsworthy marketing campaigns that drive business objectives and make Hawaiian known in the markets it serves.

Provide an unrelenting focus on driving social conversations that reach Hawaiian Airlines’ target audience including influencer engagement.

Track and report the effectiveness of advertising campaigns, social media, sponsor ships and develop learning agendas to always optimize and improve.

Develop and manage budget related to Hawaiian Airlines’ brand advertising and social media.

Develop and manage Hawaiian Airlines social media content strategy and activity calendar, the effectiveness of the social media program, and proactively pursue opportunities for optimization. Protect the Hawaiian Airlines brand interest and act as a spokesperson externally, when needed.

Drive the creation of an “influencer” strategy to grow advocacy and reach among Hawaiian Airlines’ target audience.

Develop people through effective performance management and ongoing feedback, focusing on fostering strategic and systems thinking, development of talent and succession planning across teams and functions.

8 years of successful integrated marketing experience on the client or agency side.

A Bachelor’s degree, preferably with a concentration in brand, advertising, marketing, or communications, or an additional two years of relevant training/experience in lieu of this degree.

5 years of leadership experience with at least 2 of those years directly leading people.

Experience with the following:

• Managing advertising campaigns
• Managing social channels, with deep expertise in social space.
• Reporting on campaign performance and ROI.

The ability to:

• Strategically design a cohesive marketing strategy across multiple channels and markets.
• Influence and collaborate with cross-functional peers and senior leaders to align on messaging.
• Think differently, challenge conventional wisdom, and drive new best practices.
• Leverage customer feedback and to research data and business metrics to effectively assess initiatives and drive for continuous improvement.
• Multitask and manage multiple projects simultaneously across various audiences.

High school diploma or equivalent

Ability and willingness to travel.

Minimum age of 18.

Must be authorized to work in the U.S.

Major consumer brand experience.

Expertise and knowledge of Hawaii, preferably worked and lived in Hawaii for a portion of time.

Embody the values of the Alaska Air Group – Own Safety, Do the Right Thing, Be Caring and Kind and Deliver Performance.

Adapts on the fly to changing requirements in a competitively charged environment; willing to try new…