Director Brand & Customer Insights

Jetblue - Posted 2 months ago
$185k-275k/year  + Equity


Long Island City, NY

Career Level
Company size
22k employees

Executive Job description

IMPORTANT UPDATE:  Every decision JetBlue has made throughout the pandemic has been with our safety value front and center. Whether it’s requiring masks or many of the other health and safety protocols we’ve had to navigate during the pandemic, all of these efforts have been focused on making the workplace and air travel safer for you and our Customers. As part of our commitment to health and safety, COVID-19 vaccines are required for all JetBlue employees. New hire employees must be fully vaccinated prior to the start of training.

Position Summary:

The Director of Brand and Customer Insights reports to the Head of Marketing and Loyalty within JetBlue’s Commercial organization, leading an analytics team which has responsible for the measurement, understanding, strategy development and execution of opportunities across the spectrum of JetBlue’s brand, Customer Experience and Customer Data. This includes measurement and benchmarking against key JetBlue competitors across our industry in our focus and potential geographies. The Director oversees the complete research and insights process, partnering with Marketing, Loyalty, Digital, Advertising, Revenue and management of relevant business partners to understand the performance and opportunities of our brand and consumer needs. The Director leads a team that uses highly advanced qualitative and quantitative analysis to identify the key drivers for Brand health, consumer purchase intent, consumer segmentation and marketing needs of key consumer needs. The Director leads the team to provide regular reports, dashboards and trend analysis to Sr. Leadership to support the strategic brand, product and advertising decision-making.

Essential Responsibilities

  • Collaborate with senior and departmental leadership to drive understanding of the brand and customer experience, Customer segmentation to provide a key voice in strategic business needs and tactical opportunities
  • Lead the continual development and management of JetBlue’s customer segmentation in partnership with JetBlue’s data engineering and data science teams, to provide key actionable insights and data into Commercial strategy and product experiences
  • Lead a team of analysts which uses qualitative and advanced quantitative analysis to identify the key drivers for Brand health, consumer purchase intent, consumer segmentation and marketing needs of key consumer needs
  • Lead a team that drives consistent processes to collect and measure consumer research and competitive benchmarking
  • Lead a team of analysts which uses advanced statistical and text analysis tools to provide analytical insight into consumer research to determine key drivers of Brand, loyalty and purchase
  • Lead a team of analysts which creates measures for Brand, loyalty and consumer purchase goals for JetBlue
  • Lead a team of analysts who provide regular dashboards to the Marketing and Loyalty team and similar forums, and provides strategic insight and analysis on Brand, loyalty and consumer research to Sr. Leaders as needed
  • Acquire, manage and hold accountable business partners supporting consumer research and analysis where necessary
  • Handles Crewmember employment concerns
  • Participates in assessing and implementing tools affecting Crewmember performance and training/retraining needs
  • Works closely with Crewmembers to provide opportunities for growth through the guidance of team development, coaching, and training initiatives, etc.
  • Mentors and instructs Crewmembers on reporting and training
  • Manages workload, staffing, disciplinary action, and other needs
  • Take a significant role in the development of Crewmembers to support their engagement, growth, and goal achievement
  • Other duties as assigned

Minimum Experience and Qualifications

  • Bachelor’s degree in the analytical field or equivalent practice in Consumer, Brand or Experience analysis; OR demonstrated capability to perform job responsibilities with a High School Diploma/GED and at least four (4) years of previous relevant experience
  • Seven (7) years of the airline industry and/or analytical work experience
  • Five (5) years of experience in departmental or senior leadership
  • Advanced knowledge of consumer behavior and marketing
  • Available for travel (20%)
  • Able to work flexible hours and be available for emergency response on short notice
  • Must pass a ten (10) year background check and pre-employment drug test
  • Must be legally eligible to work in the country in which the position is located
  • Authorization to work in the US is required, this position is not eligible for visa sponsorship

Preferred Experience and Qualifications

  • Ten (10) years of experience in advanced consumer research methods and analysis
  • Five (5) years of experience working with Python, SQL, R, SPSS or related statistical technologies
  • Five (5) years of experience in leadership roles within in aviation or hospitality industry
  • Thorough understanding of business intelligence solutions like Tableau
  • Advanced leadership and/or mentoring experiences

Crewmember Expectations:

  • ·Regular attendance and punctuality
  • Potential need to work flexible hours and be available to respond on short-notice
  • Able to maintain a professional appearance
  • When working or traveling on JetBlue flights, and if time permits, all capable crewmembers are asked to assist with light cleaning of the aircraft
  • Must be an appropriate organizational fit for the JetBlue culture, that is, exhibit the JetBlue values of Safety, Caring, Integrity, Passion and Fun
  • Must fulfill safety accountabilities as prescribed by JetBlue’s Safety Management System
  • Promote JetBlue’s #1 value of safety as a Safety Ambassador, supporting JetBlue’s Safety Management System (SMS) components, Safety Policy and behavioral standards
  • Identify safety and/or security concerns, issues, incidents, or hazards that should be reported and report them whenever possible and by any means necessary including JetBlue’s confidential reporting systems (Aviation Safety Action Program (ASAP) and Safety Action Report (SAR))
  • Responsible for adhering to all applicable laws, regulations (FAA, OSHA, DOT, etc.) and Company policies, procedures and risk controls
  • Uphold JetBlue’s safety performance metric goals and understand how they relate to their duties and responsibilities


  • Computer and other office equipment

Work Environment:

  • Normal Office Environment

Physical Effort:

  • Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)

JetBlue Airways is an Affirmative Action and Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, age, national origin, or protected veteran status and will not be discriminated against on the basis of disability.

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