Senior Analyst Paid Search

Position Summary:

The Senior Analyst Paid Search will take ownership of building in-house search engine marketing campaigns across Google Ads, Microsoft Ads, and other platforms from the ground up, establishing processes, campaign structures, and best practices while managing day-to-day campaigns. This role offers the chance to be an influential voice, directly shaping the company's paid search strategy and making a measurable impact on the brand. This role is critical in capturing customer interest and demand, driving bookings, and revenue for JetBlue.

Essential Responsibilities:

• Lead day-to-day hands-on management of paid search campaigns across Google Search, YouTube, and other search platforms, ensuring campaigns are set up correctly, optimized, and delivering on KPIs. Includes audience management, daily adjustments of campaigns, testing, and reporting.
• Build, implement, and maintain campaign structures, including naming conventions, keyword architecture, bidding strategies, audience lists, and tracking for accurate performance measurement. Establish processes, best practices, and frameworks for running campaigns in-house from scratch.
• Manage campaign pacing, budgets, and billing processes, including planning, tracking, invoice review, and reconciliation.
• Work closely with the internal Analytics team to ensure conversion tracking, goal setup, and campaign metrics are accurately tracked, and data is correctly reflected in dashboards for reporting and optimization.
• Track campaign performance, provide reporting and insights, and translate learnings into actionable recommendations for future campaigns.
• Develop and test ad copy, sitelinks, and extensions to maximize click-through and conversion rates. Conduct ongoing keyword research, expansion, and negative keyword management. Collaborate with e-commerce team to align landing pages with ad messaging and tests.
• Explore opportunities to expand search efforts to other search partners and platforms.
• Serve as an influential voice in the organization, helping shape the paid search strategy and make meaningful impact on the brand during this critical transition to in-house capabilities.
• Seek media innovation through emerging platform features, industry trends, and vendor partnerships, ensuring best-in-class campaigns. Stay current on SEM best practices, platform updates, and industry trends.
• Other duties as assigned

Minimum Experience and Qualifications:

• Bachelor's Degree in Marketing, Communications, Advertising, or 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 relevant work experience
• 3 years of hands-on experience with paid media marketing for a brand, ideally in travel, or retail e-commerce
• Deep expertise executing campaigns directly in Google Ads and other search platforms, with strong understanding of keyword strategy, bidding strategies, match types, ad copy best practices, Quality Score optimization, and measurement techniques.
• Experience planning and executing Google Search, YouTube campaigns, Demand Gen, and Performance Max, Bing Ads, programmatic campaigns via DV360, and other search partners.
• Experience building processes for campaign setup, naming conventions, tracking, and reporting.
• Experience leveraging first-party data and audience signals to enhance campaigns.
• Experience using Looker, Tableau, GA4 or other analytics and reporting tools.
• Strong campaign management skills, including pacing, budget oversight, and performance optimization.
• Understanding of performance marketing digital media landscape, including search trends.
• Ability to manage multiple projects simultaneously
• Ability to work independently and in a team environment
• Ability to be flexible, multi-task, prioritize, and manage multiple activities simultaneously in a fast-paced, changing environment
• Must possess a strong sense of urgency and be able to effectively manage deadlines
• Strong team player with the ability to take initiative and work well independently
• High attention to detail with the ability to think critically
• Strong interpersonal skills, amicable and professional demeanor
• Effective written, verbal and presentation skills
• Able to work flexible hours and be available for an emergency response on short notice
• Currently in possession of a valid Passport with the ability to travel in and out of the United States
• Available for occasional overnight travel (10%)
• 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

Preferred Experience and Qualifications

• Experience running a paid media program in-house for a large company in travel or hospitality

Crewmember Expectations:

• Regular attendance and punctuality
• Potential need to work flexible hours and be available to respond on short-notice
• 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
• 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) or Safety Action Report (SAR))
• 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 $66,000.00 and $103,100.00 per year. Base pay is one component of JetBlue's total compensation package, which may also include 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