Channel Strategist, Guest Retention

Socket.dev; Calgary; On-site; CAD 90,000 - 130,000; Full time

Benefits offered by this job

Travel privileges

Competitive total rewards

Flexible benefits

Job summary

WestJet is seeking a Channel Strategist who will own channel planning and strategy for email and push within the Guest Retention & Engagement team. You’ll translate commercial objectives into channel plans, define audience, messaging, and touchpoint logic, and coordinate with Delivery and Enablement for successful execution.

You’ll report to the Senior Manager and collaborate with stakeholders to understand needs, monitor KPIs, and continuously improve channel performance across revenue and

Qualifications

• 4-6 years of experience in lifecycle marketing, CRM strategy or digital customer engagement, ideally within travel, hospitality, retail or a subscription-based environment.
• Demonstrated experience developing and executing multi-channel CRM strategies, with a focus on email and mobile push.
• Strong analytical skills with the ability to interpret campaign performance data, identify opportunities and translate insights into clear strategic recommendations.
• Solid understanding of CRM best practices: audience segmentation, campaign architecture, dynamic personalization, frequency management and deliverability fundamentals.
• Familiarity with enterprise marketing automation platforms (e.g., Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze or similar).

Responsibilities

• Understand program objectives with stakeholders and translate inputs into actionable channel strategies for email and push.
• Plan ad hoc, triggered and always-on campaigns, defining audiences, messaging, timing and frequency.
• Develop segmentation strategies aligned to objectives and CRM best practices.
• Architect campaign blueprints with data triggers, personalization, and audience definitions for handoff to Delivery team.
• Oversee content briefing and ensure assets, copy and links support the strategy.
• Prepare campaign briefs and packaged content for handoff with complete documentation.
• Provide QA on deployment to ensure alignment with objectives.
• Analyze campaign performance across CTR, flight revenue, and loyalty KPIs.
• Report results and contribute insights to post-mortems and reviews.
• Synthesize learnings to improve future channel planning.
• Act as trusted resource for stakeholders with clear strategic recommendations.

Skills

Lifecycle marketing

CRM strategy

Email & push campaigns

Channel planning

Analytics & reporting

Stakeholder communication

Project management

Marketing automation platforms

French language

Tools

Adobe Journey Optimizer

Salesforce Marketing Cloud

Braze

Job description

This position requires in-person collaboration up to five days a week. This arrangement is subject to change based on business requirements.

Why WestJet:

Since our story took off in 1996, WestJet has strived to enrich the lives of everyone in our world; a career with us is no exception. We’re proud to be one of Canada’s most admired and respected corporate cultures and continuously aim for the highest standards of service and success.

Join us, this is where your career story takes off.

Overview of role:

This role sits within the Channel Strategy & Planning function within the Guest Retention & Engagement team. As a Channel Strategist, you'll own the channel planning and strategy for email and push across your program portfolio. You're the strategic bridge between the business and our Delivery and Enablement team, taking commercial objectives and translating them into well-crafted channel plans that define the audience, messaging approach, campaign architecture and touchpoint logic that gets results.

Reporting to the Senior Manager, Guest Retention & Engagement, you'll engage directly with stakeholders across the business to understand what they need and why it matters, then design the channel strategy that gets them there. You'll monitor performance across channel, revenue and loyalty KPIs and use those insights to continuously strengthen your approach.

Key Responsibilities:

• Engage with business stakeholders to understand program objectives, KPIs and guest engagement goals, then translate those inputs into actionable channel strategies across email and push.
• Lead the strategic planning of ad hoc, triggered and always-on campaigns within your program portfolio, defining target audiences, messaging hierarchy, campaign timing, frequency guidelines and channel-specific considerations.
• Develop audience criteria and segmentation strategies aligned to campaign objectives and CRM best practices, including recency, frequency and propensity-based targeting.
• Architect comprehensive campaign strategy blueprints, defining data triggers, dynamic content logic, personalization parameters and audience definitions, to enable a seamless handoff to the Delivery and Enablement team.
• Own end-to-end content briefing process, ensuring cross-functional partners understand the strategic intent behind every program brief.
• Prepare detailed campaign briefs and fully verified content packages for handover to the Delivery and Enablement team, ensuring all assets, copy, links, audience criteria and supporting documentation are complete and clearly organized.
• Provide final strategic QA prior to deployment, verifying that offer structures, audience segmentation and campaign mechanics accurately reflect the business objectives.
• Analyze campaign and channel performance across channel KPIs (CTR, unsubscribe rates), flight revenue metrics (booking conversion, guest web revenue, repeat flight booking) and loyalty KPIs (member active, partner active, cobrand acquisition and active, customer lifetime value).
• Report campaign results and contribute channel-level insights to post-mortems and broader business reviews.
• Synthesize learnings from campaign performance to continuously improve future channel and campaign planning.
• Serve as a trusted channel planning resource for marketing and business stakeholders, communicating recommended strategies clearly, confidently and with supporting rationale.

Experience & Qualifications:

• 4-6 years of experience in lifecycle marketing, CRM strategy or digital customer engagement, ideally within travel, hospitality, retail or a subscription-based environment.
• Demonstrated experience developing and executing multi-channel CRM strategies, with a focus on email and mobile push.
• Strong analytical skills with the ability to interpret campaign performance data, identify opportunities and translate insights into clear strategic recommendations.
• Solid understanding of CRM best practices: audience segmentation, campaign architecture, dynamic personalization, frequency management and deliverability fundamentals.
• Familiarity with enterprise marketing automation platforms (e.g., Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze or similar), hands‑on build experience not required, but strategic fluency is expected.
• Experience working across cross‑functional teams including creative/studio, digital and marketing operations.
• Strong communicator with the ability to translate complex channel strategies into clear, persuasive stakeholder presentations and recommendations.
• Strong project management skills with the ability to manage multiple programs and competing priorities simultaneously.
• Experience in loyalty, travel or hospitality marketing is an asset.
• Experience with analytics and reporting tools (e.g., Tableau, Adobe Analytics or similar) is an asset.
• Proficiency in Microsoft Office, particularly PowerPoint and Excel.
• French language skills are considered an asset.

The benefits of being a WestJetter:

WestJet provides all WestJetters with a competitive total rewards package. On top of that, we offer:

• A fun and friendly culture with colleagues who work together to win
• Travel privileges for you and your family, effective from your start date
• Savings and Benefit programs that are flexible to meet your specific needs

About WestJet Group of Companies

WestJet took to the skies in 1996 with just over 200 employees and three aircraft operating service to five destinations. Since then, WestJet has pioneered low-cost travel in Canada, cutting airfares in half, and increasing the flying population in Canada by more than 50 per cent. Since the Sunwing Airlines integration in 2025, more than 15,000 WestJetters support nearly 200 aircraft and connect guests to our global network of more than 100 destinations across North America, Central America, the Caribbean, Europe and Asia. The WestJet Group is a major Canadian employer and includes WestJet Airlines, WestJet Encore and Sunwing Vacations Group. We’re Canada’s leading value airline and largest vacation provider, with a united purpose of providing affordable and accessible air and vacation travel to Canadians.

Our safety promise

At WestJet, the safety and security of our people and our guests is a core value and at the heart of what we do. Safety and security are shared responsibilities all team members are expected to use safe work practices to ensure their well-being and the safety of others. WestJet recognizes that the use of Alcohol and Drugs can adversely impact a safe work environment and the well-being of others including guests, suppliers and the public, as well as place WestJet's operations at risk. All roles that are identified as Safey-Sensitive are required to pass a Pre-Employment Alcohol and Drug Test as per WestJet'sAlcohol and Drug Policy.

Our commitment to diversity, equity and inclusion

We embrace what makes each of us unique, and what makes us uniquely WestJet. We welcome diverse skills, experiences and backgrounds. WestJet is committed to inclusiveness, equity and accessibility throughout the selection process. If you require accommodation at any stage, please contact our Talent Acquisition team at [e-mail]. We value the time and effort you put into your application. Our recruitment process is highly competitive and while every applicant will receive communication regarding their application status, only those selected to move forward will be contacted with next steps. If this role isn’t the right fit, we encourage you to explore future opportunities with us.

For more information about everything WestJet, please westjet.com/aboutus.

If you wish to withdraw your application or request that your personal information be deleted, please contact us at [e-mail].