Airlines - Corporate Operations

Description:

FUNCTION: Reporting to the Director, E-commerce & Loyalty Marketing, the Manger of Loyalty Marketing is a team leader that owns the business strategy, marketing communications, data analysis and overall success of Porter’s VIPorter frequent flyer program. Working with other members of the Marketing, Revenue Management and IT teams, the manager owns Porter’s CRM strategy and marketing intelligence targeted advertising platform with the goal of increasing loyalty membership and member spend. Focuses on growing airline ticket, ancillary and partner revenue and profitability.

DUTIES AND RESPONSIBILITIES:

Leads a Loyalty marketing team to grow and enhance VIPorter’s portfolio of customers, benefits and partnerships to increase market share, grow ticket and ancillary revenues and attract and retain high-value customers. Develops and leads the execution of all frequent flyer related marketing communications, member acquisition, retention and reactivation tactics, lifecycle marketing campaigns and targeted offer strategies. Works closely with members of the Marketing & Advertising, Brand and Revenue Management teams to maximize revenues from a variety of customer segments.

Lead and mentors a Loyalty Marketing Analyst to develop customer segmentations, model member and partner profitability, conduct program analysis and create regular and ad-hoc campaign, member and program reporting.

Leads the development, implementation and expansion of Porter’s CRM data strategies and customer analytics capabilities. Manages Porter’s marketing intelligence platform, targeted email strategy and related technologies.

Evaluates and implements frequent flyer partnerships that increase program value to members and profitability to Porter.
•Leads strategic planning, program development and road mapping for the VIPorter program, including the evaluation, development and implementation of program benefits and associated technology developments. Includes extensive project management responsible with multiple Porter teams, including Airport Customer Service, Inflight Services, Marketing, Call Centre, Revenue Management and IT teams.
•Leads member and program analysis, including activation, usage and profitability. Uses this analysis to develop targeted offer strategies and associated marketing communications.
•Evaluates, models and implements marketing partnerships that increase the VIPorter benefits to members and overall program profitability.
•Manages the process and relationship with vendor to support fulfillment of member collateral
•Works with Revenue Management, IT and Finance teams to build business cases for technology and frequent flyer investments.
•Manages other loyalty marketing initiatives as needed.
•Actively participate in Porter’s Safety Management System (SMS) including reporting hazards and incidents encountered in daily operations; understand, comply and promote the Company Safety Policy.
•All other duties as assigned.

Requirements:

QUALIFICATIONS AND REQUIREMENTS:
•6+ years experience in a data-driven loyalty program role with marketing communications responsibility required, 4+ years at a manager level. Airline, hotel or other hospitality loyalty experience preferred.
•3+ years experience developing and implementing targeted offer strategies with a deep understanding of customer segmentation and lifecycle marketing required.
•Highly analytical, comfortable with data, and able to derive insights to construct offers, campaigns and communications that drive profitable consumer behaviors.
•Highly effective project management skills; the ability to provide cross-functional leadership for multiple high-profile technology and customer service initiatives at one time and the ability to provide steady leadership and mentorship to team members in a fast-paced, ever-changing, deadline-driven environment.
•Must be highly proactive, have extreme problem solving ability and possess critical and strategic thinking skills. Must have the skills to be highly influential, must be very self-aware and have keen organizational instincts and political savvy.
•Highly skilled in Excel and PowerPoint with exceptionally skilled developing and presenting executive-level presentations.
•A bachelor’s degree required, master’s degree preferred.

LOCATION:
•Billy Bishop Toronto City Airport – YTZ

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