Principal Lifecycle Marketing

The Team

Guided by our purpose, core values, and leadership principles, we are creating an airline people love. Our corporate teams set the strategies and operational plans to ensure the success of our company. Whether we use our expertise in accounting, human resources, finance, planning, legal, marketing, or any of our operational divisions, our shared passion for travel and our guests is what motivates us to achieve excellence each day.

If you share our passion for creating an airline people love, we want to hear from you.

Alaska Airlines

The Principal Lifecycle Strategy is the lead subject matter expert on the loyalty lifecycle experience. As a senior individual contributor, this role sits on the Growth and Lifecycle Marketing team and exercises considerable latitude and initiative to develop and deliver a long‑term strategy that deepens guest engagement and brand love while maximizing guest lifetime value for Air Group. This position is a mix of strategy and execution for loyalty lifecycle programs and communications, and they will need to be passionate about lifecycle marketing, using data science and personalization to deepen the connection with guests.

They should be inherently curious with a high desire to try new things and search for answers.

• Acts as lead subject matter expert on Mileage Plan member insights and behavior and uses those insights to drive meaningful impact to guest engagement.
• Defines long‑term strategic roadmap for Mileage Plan lifecycle marketing and programs that will increase loyalty.
• Communicates to key stakeholders the performance of loyalty lifecycle programs regularly to Marketing and Loyalty leadership.
• Leads and advocates for data initiatives to ensure data integrity across marketing technology platforms.
• Recommends and manages the full suite of loyalty lifecycle programs and campaigns, including member monthly statements, mileage plan partner marketing, loyalty engagement campaigns, and mileage plan acquisition.
• Lifecycle marketing representative for enterprise‑wide projects, including integrating new loyalty platforms, sustainability programs, and milestone recognition programs.
• Develops and optimizes all loyalty lifecycle engagement and performance reporting, ensuring reporting dashboards and presentations distill key insights with clear and concise executive reporting.
• Exercises considerable latitude and initiative to recommend targeting and testing strategies to improve and optimize lifecycle communications continually.
• Collaborates with loyalty, analytics, e‑commerce, guest experience, and technology teams to measure and understand the loyalty lifecycle.
• Networks and builds relationships with key individuals internally and externally, focusing on operating at all levels of the organization.
• Applies deep knowledge of the domestic and global competitive environment and understands how Alaska is positioned to compete and win.

• 7 years of experience in loyalty, lifecycle marketing, strategy, or related area.
• Bachelor’s degree, or an additional two years of relevant training/experience in lieu of this degree.
• Advanced analytical background with proven ability to navigate complex datasets.
• Strong communication skills (verbal, written, and listening) with an ability to communicate clearly and concisely to both internal and external constituencies.
• Detail oriented and highly organized, with ability to multi‑task and work independently.
• High school diploma or equivalent is required.
• Minimum age of 18.
• Must be authorized to work in the U.S.

• Airline industry experience.
• Experience developing strategic plans.
• Robust knowledge of loyalty programs, cobrand credit cards and/or partnership structures.
• Passion for loyalty and lifecycle programs, aviation, guest experience and platform development.
• Experience using Excel, Alteryx and/or Tableau.

• Embody our values to own safety, do the right thing, be caring and kind, and deliver performance.
• Demonstrated track record of effectively leading/working with cross‑functional teams, driving meaningful changes, and developing…