Company

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 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.

Key Duties

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, sponsorships and develop learning agendas to always optimize and improve.
Develop and manages 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.

Job-Specific Experience, Education & Skills

Required

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.

Preferred

Major consumer brand experience.
Expertise and knowledge of Hawaii, preferably worked and lived in Hawaii for a portion of time.

Job-Specific Leadership Expectations

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 things to drive execution that successfully differentiates our product among a vast number of competitors.
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, including effectively leading through managers of managers.

Salary Range

$151,900 - $235,450 / year

Total Target Compensation Range (incl. bonus & equity)

$197,470 - 306,085

Salary Details

The pay range and total target compensation package listed above is the expected pay offered for this position at the start of employment. Your pay will be based on multiple factors, including and not limited to location, your relevant experience/level, experience level, and skillset while balancing internal equity relative to other Alaska/Horizon employees. Alaska/Horizon is committed to fair, unbiased compensation along with competitive benefits in all locations in which we operate.

Note: We don't typically hire at the top of the range.

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.

Free stand-by travel privileges on Alaska Airlines & Horizon Air with high priority status
Select number of confirmed travel credits provided annually
Comprehensive well-being programs including medical, dental and vision benefits
Generous 401k match program
Quarterly and annual bonus plans
Generous holiday and paid time off

For more information about Alaska/Horizon Total Rewards please visit our career site and view benefits.

FLSA Status

Exempt

Employment Type

Full-Time

Regular/Temporary

Regular

Requisition Type

Management

Apply by 7:00 PM Pacific Time on

7/8/2025

Location

Honolulu

Regulatory Information

Equal Employment Opportunity Policy Statement
It is the policy of Alaska Airlines and Horizon Air to comply with all applicable federal, state and local laws governing nondiscrimination in employment and to ensure equal opportunity in all terms, conditions, and benefits of employment or potential employment.
We also prohibit discrimination and harassment against any employee or applicant for employment because of race, color, religion, sex, national origin, age, disability, veteran status, genetic information and other legally protected categories.
We have established an EEO Compliance Program under Section 503 of the Rehabilitation Act of 1973 ("Section 503") and the Vietnam Era Veteran's Readjustment Assistance Act of 1974 ("VEVRAA"). All applicants and employees are treated without regard to their race, color, religion, sex, national origin, disability or protected veteran status. In addition, we have established an audit and reporting system to allow for effective measurement of its equal employment opportunity activities.
To implement this policy, we will:
(1) Recruit, hire, train and promote qualified persons in all job titles, without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information and any other legally protected categories;
(2) Ensure that employment decisions are based only on valid job requirements; and
(3) Ensure that all personnel actions and employment activities such as compensation, benefits, promotions, layoffs, return from layoff, Alaska Airlines and Horizon Air sponsored programs, and tuition assistance will be administered without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information and other legally protected categories.
Employees and applicants for employment will not be subjected to harassment, intimidation, threats, coercion or discrimination because they have engaged or may engage in (1) filing a complaint, (2) opposing any act or practice made unlawful by, or exercising any other right protected by, any Federal, State or local law requiring equal opportunity, including Section 503 and the equal opportunity provisions of VEVRAA, or (3) assisting or participating in any investigation, compliance evaluation, hearing, or any other activity related to the administration of any Federal, State or local law requiring equal opportunity, including Section 503 and the equal opportunity provisions of VEVRAA.

Government Contractor & Department of Transportation (DOT) Regulations
Alaska Airlines & Horizon Air are regulated by the Department of Transportation (DOT - regulations, 49 CFR part 40) and all applicants are advised that post-offer and/or pre-employment drug testing will be conducted to determine the presence of marijuana, cocaine, opioids, phencyclidine (PCP) and amphetamines or a metabolite of these drugs prior to any offer or employment or transfer into a safety-sensitive position. Failure to submit to testing or positive indications of drug use will render the applicant ineligible for employment with Alaska Airlines/Horizon Air and any employment offer will be withdrawn.

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Director Hawaiian Airlines Marketing