Senior Manager Paid Media

Position Summary:

The Senior Manager Paid Media will lead JetBlue's paid media program across search, social, display, programmatic, OOH, and emerging channels. This role combines marketing strategy, media planning, and business performance to lead the team responsible for driving revenue and bookings for JetBlue via paid media channels.

As the owner of JetBlue's paid media strategy, the senior manager will oversee annual channel and audience planning, budget management, and cross-functional alignment with Revenue Management, Network Planning, and the broader Marketing organization. They will lead an in-house team of paid media managers and analysts and partner closely with creative, analytics, and creative agency teams to deliver best-in-class media campaigns that meet awareness, engagement, and conversion goals to maximize bookings and revenue. The Senior Manager, Paid Media is an effective communicator at all levels and team leader who has a strong sense of strategic direction and understanding of the digital/social eco-system as well as team leadership.

Essential Responsibilities:

• Develop and lead execution of a strategic vision for building and maintaining a best-in-class paid media presence for JetBlue. Lead JetBlue's paid media strategy across all channels, ensuring alignment with e-commerce, revenue, and brand objectives
• Oversee annual and quarterly media planning, forecasting, and budget allocation across channels
• Develop the integrated channel mix strategy (paid social, search, display, programmatic, OOH, CTV, podcast, and partnerships)
• Translate business and network priorities into actionable paid media plans
• Act as the primary point of contact between Paid Media and other key functions - Revenue Management, Network Planning, and Loyalty to develop paid media strategies that address business needs
• Collaborate with the Creative and Advertising teams to ensure media strategy and creative assets align and perform effectively
• Partner with Analytics to define measurement frameworks and ensure media KPIs ladder to business outcomes
• Oversee agency and platform partnerships (Google, Meta, DSPs, and other business partners)
• Drive innovation in media buying - testing new formats, data partners, and automation tools
• Own paid media performance management - reviewing channel insights, pacing, and efficiency metrics monthly
• Champion a testing and optimization roadmap in partnership with the Analytics & Optimization Manager and channel specialists
• Oversee development of audience segmentation and dynamic creative optimization (DCO) capabilities
• Take a significant role in the development of crewmembers to support their engagement, growth, and goal achievement
• Other duties as assigned

Minimum Experience and Qualifications:

• Bachelor's Degree in Advertising, Communications, Business, or a related area; OR demonstrated capability to perform job responsibilities with a combination of a High School Diploma/GED and at least four (4) years of previous related work experience
• Six (6) years of experience managing paid media strategy and execution, preferably within retail or travel verticals
• Proven experience leading cross-channel paid programs (social, display, search, programmatic, OOH, and emerging formats)
• Strong analytical mindset and fluency in interpreting performance data to drive decisions
• Experience actively managing large budgets and vendor relationships
• Experience managing an internal paid media team as well as agency partners
• Deep knowledge of media platforms (DV360, Meta, Google Ads, LinkedIn, TikTok, etc.) and ad serving/tagging tools (CM360, GTM, GA4)
• Excellent communicator with a polished ability to manage up and across senior stakeholders
• Experience communicating paid media strategy, messaging, and results to senior leaders
• Strong project management skills - expert at juggling multiple workstreams without dropping details
• Ability to take initiative, make decisions, and drive work forward independently
• Comfortable with metrics, analytics, and synthesizing performance data into insights
• Comfortable working in a fast-paced environment with changing priorities and tight deadlines
• Ability to work in autonomous environment with changing priorities
• Ability to interact daily with people at different levels within the organization including developing and maintaining ongoing relationships
• 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
• Available for occasional overnight travel (~5% of the time)
• Excellent verbal and written communication skills
• Must be in possession of valid travel documents with the ability to travel in and out of the United States
• Able to work flexible hours and be available for an emergency response on short notice
• 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:

• Eight (8) years' experience in managing paid media strategy and execution within the travel verticals
• Media buying/negotiation experience
• Previous travel or airline industry experience
• Strong communication skills and collaboration skills with peers and leadership
• Experience managing an in-house social media team
• Strong interpersonal skills, amicable and professional demeanor
• Self-starter who is eager to participate and contribute

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
• Must fulfill safety accountabilities as prescribed by JetBlue's Safety Management System
• 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))
• Responsible for adhering to all applicable laws, regulations (FAA, OSHA, DOT, etc.) and company policies, procedures and risk controls
• Uphold JetBlue's safety performance metric goals and understand how they relate to their duties and responsibilities
• 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 $111,400.00 and $156,600.00 per year. Base pay is one component of JetBlue's total compensation package, which may also include performance bonuses, restricted stock units, as well as 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