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Airlines - Corporate Operations



Director Marketing Calgary

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Airlines - Corporate Operations
Calgary, AB (YYC), Canada


Director Marketing


The Marketing Communications (MarCom) Director will lead the MarCom Centre Of Excellence as a key innovator of the Strategic Plan objectives for all partners at WestJet. The MarCom Director oversees the development of integrated digital, experiential and traditional marketing programs and campaigns that drive revenue and build WestJet’s corporate brand health. This strategic leadership role has a significant impact on the both short and long term corporate results. The MarCom Director will be responsible for analyzing the external environment, fully understanding WestJet’s value proposition, translating WestJet’s competitive advantage into key actions, all of which will ultimately drive revenue results and build the WestJet brand.

Specifically, the MarCom Director will lead a Team of six subject matter experts in (a) Brand, (b) Experiential, (c) Sponsorship, (d) Community Investment, (e) Contact/Content, (f) Creative Services, (g) Co-op, (h) Project Management and (i) Promotions. The MarCom Director will develop and manage the framework and evolutionary path for the WestJet brand, including integration across key segments (leisure, business, vacations travelers). Critically, the MarCom Director will work closely with a wide range of internal & external partners, including Retail, Digital, Product Development, PR, Route Scheduling, Internal Communications, Research, Corporate Communications and AOR/specialty agencies to ensure appropriate program design and activation. This role reports to the Vice President of Marketing.

Role and Responsibilities:

Act as key field general / air traffic control to deftly manage load & application of Team subject matter experts to deliver strategic plan objectives
Work with Team subject matter experts to measure delivery of expertise to best achieve the strategic objectives; develop dashboard scorecard for same
Work with each Team subject matter expert to develop their expertise to better deliver on objectives; also build/develop their respective skill set in delivering “retail readiness" mindset & approach
As lead of MarCom Centre of Excellence, drive service excellence in working with key internal and external partners and measure that level of service
Work closely with Project Management Manager to plan and activate maximum efficiency in key projects, marketing communications calendar optimization and Return On Marketing Investment (direct approval for individual area budgets and total budget roll up)
Create and activate forums with cross functional partners on major initiatives to help drive delivery of objectives and maximize MarCom impact
Drive & ensure consistency and impact of message across all MarCom mediums; online, offline, experiential, etc.
Build on the rich and storied culture at WestJet; specifically build Team morale, feed the Team’s professional development and drive improvements in employee engagement scores



10-15 years’ experience with demonstrated progressive advancement
Recent experience in running a MarCom department is ideal (w/ in house agency or outside agency experience as an asset)
Demonstrated strength in strategic leadership & strategic development internal and cross functionally
Team Builder with demonstrated ability to lead, coach and develop people
Previous experience directly in or management of MarCom and respective areas of expertise – Brand, Experiential, Sponsorship, Community, Content, Co-op, Agency/Creative Services, Promotions, Project Management, Planning
Previous experience in marketing plan development and long-term planning
Proven ability to work with multiple stakeholders in the development of strategic message development
Previous experience in working closely with research and insight mining
Demonstrated ability to simultaneously manage all aspects of multiple projects while consistently meeting strategic objectives; keep deadlines and tight budgets; provide clear internal/external communications; follow through on tasks; and collect and provide measurable results
Proficient knowledge of fundamental business practices and concepts that impact the success and profitability of the organization, with the ability to provide well thought out recommendations (direct P&L experience is preferred)
Passion for challenging the status quo and driving continuous process improvement
Strong knowledge of Microsoft Office
Financial knowledge and literacy (including P&Ls, business analysis and forecasting)
Spoken and written knowledge of French would be an asset
Experience in high volume/high pace retail, agency an asset

Required Skills:

Achiever: Gets things done by setting clear expectations, promoting high levels of accountability, monitoring performance, and getting directly involved when needed to achieve desired business results; uses business and financial acumen to create value and drive profitability.
Evaluator: Makes timely decisions and applies sound judgment to assess risks, evaluate alternatives and select the best course of action; uses a combination of analytical thinking, intuition, mental agility, and seasoned experience to address complex or ambiguous issues.
Strategist: Uses foresight, environmental awareness and thought leadership to create a compelling vision for the future and develop distinctive strategies to achieve desired business outcomes; fosters new ways of thinking and drives needed change to transform the business.
Collaborative approach with the ability to work in partnership with people relations and senior leadership teams
Communication skills, both written and verbal, paired with strong interpersonal and presentation skills required to develop positions and present to all levels of management
Leadership skills with the ability to be both strategic and hands-on
Relationship-building skills, has a demonstrated ability to build strong, respectful relationships with leaders, human resources professionals, and employee representatives to ensure creation and maintenance of a positive, productive, and engaging environment


Bachelor's degree in a related discipline, preferably Commerce or Marketing. A Master's degree will be considered an asset

We would like to thank all applicants in advance for their interest in WestJet. We believe in enriching the lives of everyone in WestJet's world and encourage applications from all qualified individuals. If you inspire greater creativity and innovation towards reaching new altitudes and meet the qualifications for the position in which you are interested, we welcome you to complete an online application. WestJet is a great place to land - powered by Talent and Growth.

At WestJet, the safety and security of our people and our guests is a core value and at the heart of what we do. As safety and security is a shared responsibility, it is expected that you will utilize safe work practices to ensure your well-being and the safety of others.