Jobs at Alaska Airlines & Horizon Air

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Job Information

Alaska Airlines California Brand Growth Manager in Burlingame, California

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

California (CA) Brand Growth Manager is the sole subject matter expert and thought leader in the California marketing strategy at Alaska Airlines and the owner of Alaska’s local marketing strategy with key consumer products, including Flight Pass, Alaska Airlines’ innovative flight subscription product. As an individual contributor, this role defines long-term strategy while exercising considerable latitude and initiative to solve CA market-specific initiatives and enable delivery of local brand objectives. This is a key position in a cross-matrixed commercial market development team, partnering closely with both local and central teams to tailor a localized and highly effective brand strategy across the state, ensuring the growth of brand love and successful uptake of designated products.

Key Duties

  • Acts as a lead subject matter expert in local marketing campaigns, brand perception and consumer trends in the California market.

  • Applies deep knowledge of Bay Area culture, market dynamics and local events to influence marketing campaign plans that drive brand awareness, consideration, and preference in the Bay Area.

  • Defines long-term strategy for California marketing of designated consumer products, including Flight Pass, Alaska Airlines innovative flight subscription product. Works with central product development teams to refine products for the California market, and lead marketing strategies to drive consumer uptake.

  • Exercises considerable judgment to make decisions for key campaigns, influencing media planning, creative campaign development, ecommerce initiatives, social and brand stunts; ensuring all campaign elements are synergistic in tone and target.

  • Performs deep, data-driven analysis of CA business performance to develop compelling storytelling and local campaigns that drive brand and loyalty goals, including Mileage Plan and Credit Card metrics in CA.

  • Manages the execution of local market initiatives including sponsorship and partnership programs from idea through launch, while setting and continuously managing the right expectations with all relevant stakeholders.

  • Supports brand and loyalty campaigns driven by Corporate and leads the integrated marketing communications briefings and campaign planning, ensuring alignment across all channels and groups for select local campaigns.

  • Leverages strategic partnership and sponsorship relationships in California to drive return on investment and brand exposure in target markets.

  • Influences across internal teams to distill key functionality and benefits into core product marketing messages.

  • Communicates marketing plans and strategy to senior leadership.

Job-Specific Experience, Education & Skills


  • 7 years of experience in marketing, advertising, agency, social media or a related area.

  • Bachelor’s degree with a focus in business administration, marketing, communications or a related discipline, or an additional two years of relevant training/experience in lieu of this degree.

  • Creative thinker with a strong affinity for culture and trends, and a growth-focused mindset.

  • Demonstrated ability to achieve results through personal accountability and teamwork/partnerships.

  • Ability to easily transition from high-level strategic thinking to creative and detailed execution.

  • Strong critical thinking and problem-solving skills.

  • Excellent communication skills (e.g., verbal, written, and listening), with experience influencing and presenting to senior leadership.

  • Proficiency with Microsoft Office applications (e.g., Word, Excel, PowerPoint, and Outlook).

  • High school diploma or equivalent is required.

  • Minimum age of 18.

  • Must be authorized to work in the U.S.

Job-Specific Leadership Expectations

Embody our values to own safety, do the right thing, be kind-hearted, deliver performance, and be remarkable.

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.

  • Competitive total rewards package

  • Medical, dental and vision benefits

  • 401k match program

  • Monthly incentive pay plan

  • Annual incentive pay plan

  • Generous paid time off

  • Travel privileges on Alaska Airlines & Horizon Air

FLSA Status Exempt
Employment Type Full-Time
Regular/Temporary Regular
Apply by 7:00 PM Pacific Time on 8/10/2022
Location Burlingame
Equal Employment Opportunity We are proud to be an Equal Employment Opportunity (EEO) and Affirmative Action (AA) employer that is committed to diversity, equity, and inclusion. We take affirmative action to ensure equal opportunity for all qualified applicants and employees and do not discriminate based upon race, color, religion, sex (including pregnancy, childbirth, reproductive health decisions, or related medical conditions), sexual orientation, gender identity, gender expression, national origin, age, protected veteran or disability status, genetic information (including family medical history), political views or activity, or other legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state, and local law. We may use your information to maintain the safety and security of Alaska Airlines and Horizon Air, its employees, and others as required or permitted by law. If you’d like to view a copy of our affirmative action plans, please fill out an AAP Inspection Request Form .
People of color, women, LGBTQIA+, immigrants, veterans, and persons with disabilities are encouraged to apply.
L: #LI-B
Requisition Type Management
Job Locations USA-CA-Burlingame
Requisition ID 2022-8828
Category Corporate & Operations