General Manager, SkyMiles Customer Experience, Brand, and Growth
Delta Air Lines leads the global travel industry with its SkyMiles loyalty program, delivering on a rich suite of benefits and experiences for over 100 Million members worldwide. SkyMiles is core to Delta's thoughtful, reliable, and innovative brand promise, developing and rewarding high-value customers at every point along the travel journey.
This year, for the second time, U.S. News and World Report named SkyMiles a Best Travel Reward program moving SkyMiles to the #2 ranking up from #9 two years ago. Keeping SkyMiles a leading differentiator in this space is paramount requiring greater focus on creating an emotional connection with our members through personalized communications, heightening engagement via redemptions, creating promotional campaigns, and growing our member base specifically in key focus cities.
To continue to support this valuable revenue base, the SkyMiles team is seeking a General Manager SkyMiles Customer Experience, Brand, and Growth to steer and shape the future experience for our Members. This includes transforming our approach to communicating with our Members, recognizing key Member milestones, and ensuring we provide exceptional service when things go wrong or members have questions.
This role will also be responsible for overseeing our efforts to grow the SkyMiles program with a specific emphasis in growing the program in Delta's key Focus Cities and Coast Hubs through innovative acquisition and engagement campaigns. The position also leads all internal communications for SkyMiles to all employee groups and is the primary point of contact for Sales, Marketing, Corporate Communications, IFS, ACS, Reservations and Customer Care.
Build and implement a vision for the SkyMiles brand and member communications both externally and internally
Drive Medallion Program NPS improvements
Develop and implement strategies to grow the SkyMiles member base, with a specific emphasis on growing the program in Delta's focus cities and coastal hubs
Set the vision for SkyMiles Member servicing and work cross-functionally with RES/Care to implement the strategy. Set member exception policies including thoughtfully navigating through the year-end Medallion re-qualification process
Coordinate across CE&L to represent CE&L as part of the broader Focus Cities initiative
Liaise with key cross-functional partners in Marketing, Corporate Communications, RES/Care, Sales, IFS, Digital, ACS etc.
Partner across Delta, and especially with Sales, to develop customized promotions aimed at increasing member engagement and premium revenue for Delta
Craft compelling executive stories that communicates complex situations in an easy to consume manner
Synthesize large amounts of transaction/customer-level data to inform business decisions and strategic direction Be a thought leader that excels in operating across multiple partners, both internally and externally
Partner with Consumer Insight to ensure monthly Medallion Pulse survey is conducted and insights synthesized and acted upon
Communicate a compelling view of the organization's purpose and value in a way that helps others understand the importance and impact of their contributions.
Develop annual Member Recognition strategy including managing the Delta 360 and Million Miler Programs
Bachelor's degree required, Master's degree preferred.
7-10 years of marketing, brand, loyalty or direct business-to-customer experience
Be an advocate and have a passion for loyalty members
Possess top tier skills in strategic thinking, creative marketing, project management
Understanding of the broader, enterprise-wide impact of SkyMiles decisions
Proven experience in creating and implementing innovative customer marketing campaigns
Demonstrate creative problem-solving skills grounded in consumer insights
Strong written and oral communications, good communicator with a clear vision
Executive presence and understanding of a large complex business environment
Able to lead, work collaboratively and excel in a cross-functional environment
Delta Air Lines, Inc.