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Director Lifecycle Marketing Inactive job
Alaska Airlines
This job has been closed. You cannot apply anymore.
United States
8 years of experience
Bachelor education
40 hours per week
10,001+ employees
15 holidays
Dental Insurance
Medical Insurance
Vision Insurance
Pension Plan
Paid maternity/paternity leave
Development budget
MS Excel


Alaska Airlines

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.

Role Summary

The Director Lifecycle Marketing sets the long-term strategy and oversees the financial performance of lifecycle marketing at Alaska Airlines. As a people leader, this role establishes strategic goals and direction for a team of managers to produce a robust lifecycle program across the funnel from acquisition, repeat flights and loyalty engagement (Mileage Plan & Credit Card).

Key Duties

  • Establishes strategic goals and direction for team to produce a robust lifecycle program and drive all marketing communications promoting Mileage Plan and Credit Card.
  • Sets long-term lifecycle strategy and roadmap encompassing multiple functions including email, SMS, app and digital touchpoints.
  • Leads the development of effective communication efforts to reach and change behavior of existing and new customers through targeted email, direct mail, mobile app messaging, targeted digital media and other touchpoints.
  • Oversees the execution of initiatives from idea through launch, while setting and continuously managing the right expectations with all relevant stakeholders.
  • Directs overall guest communications strategy for trip communications, including day-of travel, real-time policy updates and product messaging. Utilizes communications channels to optimize the guest experience while reducing call center call volume, increasing positive social sentiment and delivering Alaska care in a meaningful way through each touchpoint.
  • Drives strategy and campaign planning for cross-channel initiatives for Mileage Plan & Credit Card, accountable for campaign planning, creative and performance of these campaigns.
  • Establishes direction for the team around audience and segmentation, customer nurture and repeat, and reactivation campaigns, driving innovation and embracing machine learning and AI to drive step change improvements in performance.
  • Influences and provides strategic marketing recommendations to senior leadership.
  • Develops people through effective performance management and ongoing feedback, focusing on fostering strategic and systems thinking, development of talent, and succession planning across teams and disciplines.
  • Shapes culture of the team through action, presence, and reinforcement of behaviors.

Job-Specific Experience, Education & Skills


  • 8 years of experience in marketing or related area, preferably with a focus in lifecycle, loyalty, retention or growth marketing.
  • 5 years of leadership experience, with at least 2 of those years directly leading people.
  • Bachelor’s degree, or an additional two years of relevant training/experience in lieu of this degree.
  • Strong ability to collect and leverage customer insights to inform lifecycle marketing strategy.
  • Demonstrated ability to achieve results through personal accountability and teamwork/partnerships.
  • Ability to easily transition from high-level strategic thinking to creative and detailed execution.
  • Superior verbal and written communication skills.
  • Excellent critical thinking and problem-solving skills, with the ability to challenge and disrupt the status quo.
  • Ability to quickly adapt to emerging email and growth marketing trends.
  • Willingness to advocate for team and resources to accomplish goals.
  • Excellent influencing and communication skills, including significant experience presenting to senior leadership.
  • High school diploma or equivalent is required.
  • Minimum age of 18
  • Must be authorized to work in the U.S.

Job-Specific Leadership Expectations

  • Embody our values to own safety, do the right thing, be kind-hearted, deliver performance, and be remarkable.
  • Ability to identify, develop plans and lead change across the organization, even when some key stakeholders may not initially be able to see the need for change.
  • Embraces change and thrives when presented with audacious goals.
  • Strong interpersonal skills, with the ability to create collaborative relationships that drive outcomes in the best interest of the company, with others in the organization, and with key external business partners.
  • High energy, positive, and executive-level presence, along with top-notch written and verbal communication, public speaking, influencing, and motivational skills.
  • Demonstrated leadership cultivating and motivating teams of high performing individuals.

COVID-19 Vaccination Requirement

Where permitted by applicable law, new hires must have received the COVID-19 vaccine. The Company will provide reasonable accommodations to qualified employees with disabilities or for a sincerely held religious belief.

Total Rewards

Alaska Airlines and Horizon Air pay and benefits can vary by company, location, number of regularly scheduled hours worked, length of employment, and employment status.

  • Competitive total rewards package
  • Medical, dental and vision benefits
  • 401k match program
  • Monthly incentive pay plan
  • Annual incentive pay
  • Generous paid time off
  • Unlimited high priority space available travel privileges on Alaska Airlines & Horizon Air

Equal Employment Opportunity

Alaska Airlines and Horizon Air are proud to be an Equal Employment Opportunity and Affirmative Action employer that is committed to diversity, equity, and inclusion. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy, sexual orientation, gender identity, and gender expression), national origin, age, protected veteran or disabled status, genetic information (including family medical history) or other legally protected characteristics. Qualified applicants with criminal histories will also be considered for employment, consistent with applicable federal, state, and local law. People of color, women, LGBTQIA+, immigrants, veterans and persons with disabilities are encouraged to apply. We are an E-Verify ® employer, where required by law.

Alaska Airlines
19300 International Blvd
WA 98188
United States