Principal Lifecycle Marketing - SeaTac, Washington, United States

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 account ...

Job description

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

The Principal Lifecycle Strategy is the lead subject matter expert on the loyalty lifecycle experience. As a senior individual contributor, this role sits on the Growth and Lifecycle Marketing team and exercises considerable latitude and initiative to develop and deliver a long-term strategy that deepens guest engagement and brand love while maximizing guest lifetime value for Air Group. This position is a mix of strategy and execution for loyalty lifecycle programs and communications, and they will need to be passionate about lifecycle marketing, using data science and personalization to deepen the connection with guests. They should be inherently curious with a high desire to try new things and search for answers.

Key Duties

• Acts as lead subject matter expert on Mileage Plan member insights and behavior and uses those insights to drive meaningful impact to guest engagement.
• Defines long-term strategic roadmap for Mileage Plan lifecycle marketing and programs that will increase loyalty.
• Communicates to key stakeholders the performance of loyalty lifecycle programs regularly to Marketing and Loyalty leadership.
• Leads and advocates for data initiatives to ensure data integrity across marketing technology platforms.
• Recommends and manages the full suite of loyalty lifecycle programs and campaigns, including member monthly statements, mileage plan partner marketing, loyalty engagement campaigns, and mileage plan acquisition.
• Lifecycle marketing representative for enterprise-wide projects, including integrating new loyalty platforms, sustainability programs, and milestone recognition programs.
• Develops and optimizes all loyalty lifecycle engagement and performance reporting, ensuring reporting dashboards and presentations distill key insights with clear and concise executive reporting.
• Exercises considerable latitude and initiative to recommend targeting and testing strategies to improve and optimize lifecycle communications continually.
• Collaborates with loyalty, analytics, e-commerce, guest experience, and technology teams to measure and understand the loyalty lifecycle.
• Networks and builds relationships with key individuals internally and externally, focusing on operating at all levels of the organization.
• Applies deep knowledge of the domestic and global competitive environment and understands how Alaska is positioned to compete and win.

Job-Specific Experience, Education & Skills

Required

• 7 years of experience in loyalty, lifecycle marketing, strategy, or related area.
• Bachelor's degree, or an additional two years of relevant training/experience in lieu of this degree.
• Advanced analytical background with proven ability to navigate complex datasets.
• Strong communication skills (e.g., verbal, written, and listening) with an ability to communicate clearly and concisely to both internal and external constituencies.
• Detail oriented and highly organized, with ability to multi-task and work independently.
• High school diploma or equivalent is required.
• Minimum age of 18.
• Must be authorized to work in the U.S.

Preferred

• Airline industry experience.
• Experience developing strategic plans.
• Robust knowledge of loyalty programs, cobrand credit cards and/or partnership structures.
• Passion for loyalty and lifecycle programs, aviation, guest experience and platform development.
• Experience using Excel, Alteryx and/or Tableau.

Job-Specific Leadership Expectations

• Embody our values to own safety, do the right thing, be caring and kind, and deliver performance.

• Demonstrated track record of effectively leading/working with cross-functional teams, driving meaningful changes, and developing and mentoring others.

• Influences with a high-performance culture mindset, a focus on practical solutions and efficiency, and a predisposition toward managing outcomes versus explaining variances.

Salary Range

$120,400 - $180,600 / year

Total Target Compensation Range (incl. bonus & equity)

$132,440 - $198,660

Salary Details

Pay will be based on multiple factors, including and not limited to location, relevant experience/level and skillset while balancing internal equity relative to other Alaska/Hawaiian/Horizon employees. Alaska/Hawaiian/Horizon is committed to fair, unbiased compensation along with competitive benefits in all locations in which we operate.

Note: We don't typically hire at the top of the range.

Total Rewards

Alaska Airlines, Hawaiian Airlines and Horizon Air pay and benefits can vary by company, location, number of regularly scheduled hours worked, length of employment, and employment status.

• Free stand-by travel privileges on Alaska Airlines, Hawaiian Airlines & Horizon Air
• Comprehensive well-being programs including medical, dental and vision benefits
• Generous 401k match program
• Quarterly and annual bonus plans
• Generous holiday and paid time off
   

For more information about Alaska/Hawaiian/Horizon Total Rewards please visit our career site and view benefits.

Regulatory Information

Equal Employment Opportunity Policy Statement  

It is the policy of Alaska Airlines, Hawaiian Airlines and Horizon Air to comply with all applicable federal, state and local laws governing nondiscrimination in employment and to ensure equal opportunity in all terms, conditions, and benefits of employment or potential employment.   

We also prohibit discrimination and harassment against any employee or applicant for employment because of race, color, religion, sex, national origin, age, disability, veteran status, genetic information and other legally protected categories.  

We have established an EEO Compliance Program under Section 503 of the Rehabilitation Act of 1973 ("Section 503") and the Vietnam Era Veteran's Readjustment Assistance Act of 1974 ("VEVRAA").  All applicants and employees are treated without regard to their race, color, religion, sex, national origin, disability or protected veteran status. In addition, we have established an audit and reporting system to allow for effective measurement of its equal employment opportunity activities.   

To implement this policy, we will: 

(1) Recruit, hire, train and promote qualified persons in all job titles, without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information and any other legally protected categories; 
(2) Ensure that employment decisions are based only on valid job requirements; and 
(3) Ensure that all personnel actions and employment activities such as compensation, benefits, promotions, layoffs, return from layoff, Alaska Airlines, Hawaiian Airlines and Horizon Air sponsored programs, and tuition assistance will be administered without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information and other legally protected categories. 

Employees and applicants for employment will not be subjected to harassment, intimidation, threats, coercion or discrimination because they have engaged or may engage in (1) filing a complaint, (2) opposing any act or practice made unlawful by, or exercising any other right protected by, any Federal, State or local law requiring equal opportunity, including Section 503 and the equal opportunity provisions of VEVRAA, or (3) assisting or participating in any investigation, compliance evaluation, hearing, or any other activity related to the administration of any Federal, State or local law requiring equal opportunity, including Section 503 and the equal opportunity provisions  of VEVRAA. 

Government Contractor & Department of Transportation (DOT) Regulations 
Alaska Airlines, Hawaiian Airlines & Horizon Air are regulated by the Department of Transportation (DOT – regulations, 49 CFR part 40) and all applicants are advised that post-offer and/or pre-employment drug testing will be conducted to determine the presence of marijuana, cocaine, opioids, phencyclidine (PCP) and amphetamines or a metabolite of these drugs prior to any offer or employment or transfer into a safety-sensitive position. Failure to submit to testing or positive indications of drug use will render the applicant ineligible for employment with Alaska Airlines/Hawaiian Airlines/Horizon Air and any employment offer will be withdrawn. 

Apply by 7:00 PM Pacific Time on

3/2/2026

FLSA Status

Exempt

Employment Type

Full-Time

Regular/Temporary

Regular

Requisition Type

Management

Location

Seattle - Corporate HQ

L:

#LI-B