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Position Summary:
The Manager, Affiliate and Search Marketing is responsible for overseeing all efforts related to Affiliate & Search marketing including media buying, trafficking, and reporting. The job role is primarily one of customer acquisition, direct response advertising, and analytics. One Marketing Analyst and one Marketing Coordinator will report to this Manager.
Essential Functions: Oversee launch of an Affiliate Marketing Program (50% of role)
o Develop affiliate marketing strategy.
o Oversee relationship with affiliate marketing provider.
o Manage day to day of program including affiliate approvals, sending of newsletters, offer development, negotiation of placements with partners, and more.
o Prospect for new affiliate partners.
o Conduct analytics, reporting and budgeting for the program.
Provide guidance to Marketing Analyst on the Search Marketing Program (SEM) (25% of role)
o Assist with publisher relations (i.e. Google, Yahoo, and MSN).
o Work closely with external SEM on further development of campaign including keyword optimization and expansion, landing page optimization, and copy/ offer improvements.
o Report on sales and expenses.
Manage Search Engine Optimization (
SEO) efforts as it relates to paid links (10% of role)
o Review/analyze JetBlue.com and identify areas for improvement relative to
SEO.
o Leverage outside business partners if recommended.
o Develop search engine content to maximize opportunities for indexing, ranking, etc.
o Test/implement different strategies and monitor performance.
o Develop budgets and provide weekly reporting.
Oversee the Online Travel Agency (OTA) marketing programs - i.e. Travelocity, Expedia (10% of role)
o Work with Sales team on developing marketing plans for each of the OTAs.
o Submit creative briefs for development of banner ads.
o Traffic all creative content to publishers.
o Set up all relevant tracking.
o Report on sales and expenses daily.
o Coordinate landing page experience with web team to optimize conversion.
Coordinates ad buys with the JetBlue advertising team (5% of role)
o Ensure that online creative has consistent communication and is flighted similarly to display advertising conducted by the advertising team via the relationship with Beyond Interactive (JetBlues online advertising agency).
Interactions:
Supervision Received:
Plans and carries out work assignments; resolves most conflicts which arise; coordinates work with others as necessary; interprets policy on own initiative in terms of established objectives. Keeps Crewleader/Teamleader informed of progress, potentially controversial matters, or far-reaching implications
Supervisory Duties:
Trains, assigns work to, and checks work of two (2) or more Crewmembers/Teammembers; participates in the decision to hire, fire, and promote Crewmembers/Teammembers; does not conduct the same work as Crewmembers/Teammembers on a regular basis
Crewleader/Teamleader Responsibility:
Coordinator and/or Analyst
Minimum Qualifications:
Bachelors Degree in Marketing, Management, Computer Science, Management Information System, Mathematics or Statistics
Minimum of Five (5) to Seven (7) years experience in an Interactive Marketing role.
Experience managing direct reports.
Regular attendance and punctuality
Organizational fit for the JetBlue culture, that is, exhibit the JetBlue values of Safety, Caring, Integrity, Fun and Passion
Well groomed and able to maintain a professional appearance
Pass a ten (10) year background check and pre-employment drug test
Legally eligible to work in the country in which the position is located
When working or traveling on JetBlue flights, and if time permits, all capable Crewmembers are asked to assist with light cleaning of the aircraft
Knowledge, Skills, and Abilities:
Strong understanding of the Interactive Marketing space including Affiliate marketing, Search marketing, online display advertising, and web analytics
Knowledge of Omniture SiteCatalyst and/ or other online analytics tools
Proficiency with Microsoft Word, Outlook, Excel and PowerPoint.
Travel industry experience a plus
Knowledge of project and product management concepts
Knowledge of sales and marketing concepts
Knowledge of web design, user interface and information architecture concepts
Able to adapt to quickly changing situations and requirements
Strong attention to detail
Strong analytical skills
Excellent written and verbal communication skills
Strong interpersonal skills
Working Conditions:
Equipment: Computer and other office equipment
Work Environment:
Normal office environment
Present for core business hours which may increase based on fluctuating workloads
Travel may be required
Physical Effort:
Generally not required, or up to 10 pounds occasionally, 0 pounds frequently. (Sedentary)
Disclaimer: The above statements are intended to describe the general nature and level of work being performed by the Crewmember(s)/Teammember(s) assigned to this position. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of individuals in this position. Position Expectations may be subject to change as the needs of the organization changes.
JetBlue Airways - Manager Affiliate and Search Marketing
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