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Product Digital Strategy Lead, Route Always-on & Onboard – Toronto Downtown

Air Canada

This is a Full-time position in Toronto, ON posted September 30, 2017.

Being part of Air Canada is to become part of an iconic Canadian symbol, recently ranked the best Airline in North America. Let your career take flight by joining our diverse and vibrant team at the leading edge of passenger aviation.


We are looking for a dynamic, organized self-starting Product Marketing Leader that can drive innovation. The ideal candidate will be highly organized and have a demonstrated track record of successful high exposure product launches, marketing campaign promotions, partnering with new product project/ownership as marketing expert, juggling multiple projects with competing deadlines, and using customer data to identify and prioritize opportunities. The ideal candidate must be able to work at both a strategic level (generating new ideas and thinking big) and at the tactical level (executing campaigns, analyzing traffic data, and solving problems). The individual should have experience successfully building and maintaining high-performing marketing teams in addition to excellent project management skills.
  • Leading the development of a marketing strategy, messaging and positioning for Air Canada’s Onboard product offerings and always on route that best communicates the value proposition. You will act as owner and protector of the product: You have a sophisticated understanding of the potential impact of new products or features on our traveler experience.
  • Partnering with cross-functional team of product managers, revenue management, integrated marketing operations, brand, and customer service teams for product development, launch and adoption by providing rich market, customer and competitive insights via qualitative and quantitative market research efforts.
  • Developing and executing a winning digital marketing strategy in partnership with marketing communications and external agencies to launch the offering in the market, using multi-channel online and offline channels to reach the target stakeholders and customers to drive awareness, change perceptions and drive demand for these business-critical offerings.
  • Take responsibility of traffic development via multiple marketing channels, i.e. Email, direct, sponsored links, SEO, paid search, affiliates/blogs, display ads, mobile.
  • Collaborate with Marketing Analytics team and directly proactively measure new and retained customers, and traffic sessions, ops and conversion by channel.
  • Developing and executing channel strategies and partnerships that help scale adoption for the offerings.
  • Partnering with the Marketing communications, and marketing operations teams to implement, adapt and iterate on your ideas, and execute.
  • Develop business and functionality requirements for new product launches and brand level marketing programs.
  • Help define channel development priorities and outline the ideal customer experience in collaboration with the segment strategy, UX, Product and Creative teams; continue to shape, develop and implement scalable internal processes
  • Drive briefing process with internal teams and external agencies to bring product vision to life according to Air Canada brand guidelines, and continues to help drive brand awareness
  • Create customer-centric launch plans and test agendas focused on increasing awareness and improving perception of the Air Canada.com brand that reflect strong strategic vision and attention to detail
  • Ensure campaigns are in sync with (and complementary to) other product marketing / brand initiatives
  • Analyze post-launch results to assess impact on Air Canada brand equity and retail category performance

Basic Qualifications
  • 8+ years of product marketing experience
  • 3+ years team leader and people management experience
  • Proven track-record of delivering growth from multiple sources including free and paid search, email marketing, affiliate marketing, social networking, banner advertisements, and on-site placements
  • Strong sense of brand and editorial voice; the ability to harmonize message across multiple channels and marketing vehicles
  • Highly developed and polished written and verbal communication skills. Successfully able to present to and influence management at the VP level and above and are capable of writing and owning large, complex documents.
  • Strong time-management skills; the ability to thrive in a fast-paced environment and to manage multiple, competing priorities simultaneously. Composed, poised and professional demeanor.
  • Be able to bridge data analysis, primary and secondary research, competitive intelligence and marketing savvy to build powerful marketing and communication programs.
  • Be an expert in managing and navigating cross-functional efforts, as they will partner with multiple Air Canada teams and others to deliver on growth.
  • Be a smart risk taker, deliver ideas, and transform them into scalable programs.
  • Sound business judgment, proven ability to influence others, and strong analytical thinking skills are critical to success in this position
  • An entrepreneurial mindset, with the tenacity to develop ideas independently and thrive in fast-paced environment is crucial
  • Relentless customer focus and obsession
  • Technology savvy – able to work with technology teams to develop innovative customer-centric solutions
  • Proven ability to recruit, manage, develop, and retain a high-performing team in a high-pressure, fast-paced environment
  • Available for domestic and overseas travel
Preferred Qualifications
  • MBA
  • Consumer marketing of technology products or offerings, particularly mobile applications is highly desirable.
  • Agency experience is a plus
  • International experience is a big plus
LINGUISTIC REQUIREMENTS Based on equal qualifications, preference will be given to bilingual candidates. At Air Canada, we want to fly higher when it comes to employment equity. We, therefore, encourage applications from Aboriginal peoples, women, members of a visible minority and persons with a disability. Air Canada thanks all candidates for their interest; however only those selected to continue in the process will be contacted.

Skills Required

  • Education level: None
  • Work experience (years): None

Package

Salary: N/D

How to Apply

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