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 Specific Details
This is a pivotal moment to join Alaska Airlines. With bold growth plans on the horizon-including our expansion across California and integration with Hawaiian Airlines-this is more than a marketing role; it's a chance to shape the future of two iconic West Coast brands.
As Senior Marketing Manager, California, you'll be the strategic and creative engine driving our presence in this critical market. You'll help define how we show up in culture, connect with communities, and inspire loyalty across the state-from Bay Area tech hubs to vibrant SoCal neighborhoods. This high-impact role sits at the intersection of strategy, innovation, and community, giving you the freedom to think big, move fast, and make a real mark.
Role Summary
The Senior Marketing Manager for California is responsible for developing new and innovative marketing solutions to grow the California market - a key priority for the company. This individual contributor is a strategic voice on the Alaska Airlines Marketing team and acts as a thought partner to both the core marketing team and the regional in-market leadership team. This role will identify industry leading opportunities to engage communities and drive brand, revenue and loyalty goals in ways that only Alaska and Hawaiian can. As a strategic leader, the Senior Marketing Manager will develop unique marketing strategies and own the execution of marketing plans with a focus on creative opportunities to market at the speed of culture while also developing measurement and reporting that grounds campaign success in key business metrics.
Key Duties
Defines the 12-month regional marketing strategy to grow California using insights from both the core marketing team as well as the in-market CA leadership team.
Proactively seeks out commercial data to identify unique opportunities to drive the long-term growth of the Alaska and Hawaiian brands, revenue and loyalty.
Lead cross-functional teams that are able to tap into processes and technology to identify trends in market and develop marketing programs that engage key communities in unique, creative ways.
Exercises considerable judgment to make decisions on complex campaigns including owning media planning, creative development, e-commerce initiatives and social and community engagement - all while ensuring alignment against company goals.
Identifies high-impact and strategic partnerships/sponsorships and engages cross-functional partners to develop programs aimed at building brand and driving a return on investment in target markets.
Influences others across the organization by proactively communicating marketing plans, success metrics and learnings to senior leadership in a digestible and actionable way.
Identifies opportunities for consumer research and leads the cross-functional project teams that perform deep, data-driven analysis of business performance to develop compelling storytelling and local campaigns that drive brand and loyalty goals, including loyalty program and Credit Card metrics.
Acts as the critical intersection between our Commercial team and central Marketing teams.
Uses deep knowledge of region culture to develop new and unique marketing programs that stand out amongst the competition.
Acts as the critical intersection between our Commercial team and central Marketing teams.
Job-Specific Experience, Education & Skills
Required
7 years of experience in marketing, advertising, agency, social media or a related area.
Bachelor's degree with a focus in business administration, marketing, communications or a related discipline, or an additional two years of relevant training/experience in lieu of this degree.
Creative thinker with a strong affinity for culture and trends, and a growth-focused mindset.
Experience developing year-long strategy with detailed execution.
Ability to easily transition from high-level strategic thinking to creative and detailed execution.
Strong proactive critical thinking and problem-solving skills.
Excellent communication skills (e.g., verbal, written, and listening), with experience influencing and presenting to senior leadership.
Proficiency with Microsoft Office applications (e.g., Word, Excel, PowerPoint, and Outlook).
Travel required 25% of time with flexibility to increase based on needs.
High school diploma or equivalent is required.
Minimum age of 18.
Must be authorized to work in the U.S.
Job-Specific Leadership Expectations
Embody our values to own safety, do the right thing, be caring and kind, and deliver performance.
Salary Range
$131,300 - $196,950 / year
Total Target Compensation Range (incl. bonus & equity)
$144,430 - $216,645
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/Horizon employees. Alaska/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.
FLSA Status Exempt
Employment Type Full-Time
Regular/Temporary Regular
Requisition Type Management
Apply by 7:00 PM Pacific Time on 8/8/2025
Location Burlingame
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.
A: Y - T1
L: #LI-B
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Job Locations USA-CA-Burlingame
Requisition ID 2025-14988
Category Corporate & Operations
