What are the responsibilities and job description for the Manager E-Commerce Marketing position at JetBlue Airways?

Position Summary :

The Manager, E-Commerce Marketing is part of the Marketing Communications team and is responsible for strategically developing and executing digital marketing and merchandising strategies for jetblue.com and the mobile app to drive revenue growth. This role collaborates closely with other marketing teams (Advertising, Performance Marketing, Email Marketing, etc.) to ensure integrated campaigns maximize website and app performance. The Manager also works closely with the Tech Product and Digital Experience teams to define, implement, test, and analyze tactics to optimize the customer journey, drive conversion, increase basket size and share of wallet, and ultimately generate incremental revenue.

The Manager, E-Commerce Marketing is a key member of the Commercial team who proactively identifies and analyzes emerging trends in e-commerce marketing, digital personalization, and broader digital marketing to maintain a competitive edge. The Manager is a self-motivated, detail oriented and is comfortable working under pressure and time constraints, including last minute requests and 24 / 7 accessibility. The Manager is passionate about delivering results, tracking trends in customer behavior, and is an adaptable leader whose personal values match JetBlue’s values of Safety, Caring, Integrity, Passion and Fun.

Essential Responsibilities :

E-commerce Strategy : Develop and implement e-commerce marketing strategies for jetblue.com and the mobile app, focused on maximizing conversion rates, cross-sell opportunities, and upselling potential across JetBlue's product portfolio.
Website Optimization : Optimize website performance and user experience (UX) through strategic placement of banners, Call to Actions (CTAs), and listings, leveraging A / B testing and data analysis. Manage Search Engine Optimization (SEO) to drive organic traffic.
Merchandising : Drive revenue growth through effective merchandising strategies, including curated experiences, optimized landing pages, and relevant product recommendations. Ensure accurate product setup, tagging, and on-site SEO to maximize visibility and conversions.
Conversion Rate Optimization (CRO) : Implement a comprehensive CRO program, including analysis of the purchase funnel, identification of friction points, and execution of optimization strategies to maximize conversion rates.
A / B Testing & Experimentation : Lead the design, execution, and analysis of A / B tests across a range of website features to improve user experience and drive conversion rates. Develop and maintain a comprehensive A / B testing roadmap to prioritize and track testing efforts.
Digital Personalization : Leverage customer behavior, preference, and demographic data to develop and implement digital personalization strategies that deliver targeted experiences and offers.
Traffic Optimization by Source : Drive website traffic growth and maximize return on investment (ROI) by partnering with other marketing teams and optimizing performance across all sources (e.g., paid search, organic search, social media, email). Identify and prioritize high-performing channels for investment.
Data Analysis & Reporting : Drive data-informed decisions by analyzing website traffic, user behavior, and booking data. Develop, monitor, and report on key performance indicators (KPIs) to demonstrate performance and identify growth opportunities.
Cross-Functional Collaboration : Collaborate with stakeholders (Marketing, Revenue Management, Network Product, IT, Customer Service) to define and prioritize e-commerce objectives that directly support business goals. Partner on campaigns, product launches, and customer experience initiatives to ensure alignment and achieve maximum impact.
Digital Innovation : Research industry trends and opportunities to keep JetBlue at the forefront of the digital landscape.
Lead and develop a team of high functioning analysts with strong digital acumen and project management skills.
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 Business, Marketing, or a related field; OR demonstrated capability to perform job responsibilities with a combination of a High School Diploma / GED and at least four (4) years of previous related work experience.

Five (5) years of experience in digital and e-commerce marketing within the travel or retail industry.

Proven ability to analyze and interpret digital metrics (e.g., conversion rate, look-to-book ratio).

Experience collaborating with technology teams using agile methodologies.

Experience working with agencies and internal design teams on UX and design projects.

Proven ability to develop and execute merchandising, digital content, and SEO strategies.

Strong business partner management and project management skills.

Deep understanding of A / B testing and marketing attribution analysis to measure campaign effectiveness on site traffic and conversions.

Strong understanding of merchandising, digital content and SEO strategies.

Collaborative team player with the ability to influence and drive results within a matrix organization.

Ability to be flexible, multi-task, prioritize, and manage multiple activities simultaneously in a fast-paced, changing environment.

Excellent organizational skills to manage multiple complex projects simultaneously.

Strong written and verbal skills.

Available for moderate overnight travel (10%).

Able to work flexible hours and be available for an emergency response on short notice.

Must pass a 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.

Experiences Preferred :

Experience leading e-commerce marketing transformation initiatives focused on implementing new Martech platforms.

Three (3) years of hands-on website marketing operations experience.

Proven experience in mobile app marketing, with a focus on engagement and retention strategies.

Strong knowledge of content management systems.

Proficiency in data and digital analytics (SQL, Tableau, Adobe, Google Analytics).

Crewmember Expectations :

Regular attendance and punctuality

Potential need to work flexible hours and be available to respond on short-notice; available for occasional support outside of normal working hours

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

The use of ChatGPT or any other automated tool during the interview process will disqualify a candidate from being considered for the position.

Equipment :

Computer and other office equipment

Work Environment :

Traditional office environment

Physical Effort :

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

Compensation :

The base pay range for this position is between $81,000.00 and $136,200.00 per year. Base pay is one component of JetBlue’s total compensation package, which may also include performance bonuses, restricted stock units, as well as access to healthcare benefits, a 401(k) plan and company match, crewmember stock purchase plan, short-term and long-term disability coverage, basic life insurance, free space available travel on JetBlue, and more.

Salary : $81,000 - $136,200

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