Senior Advisor, Strategic Insights

WestJet Group; Calgary; Hybrid; CAD 110,000 - 160,000; Full time

Job summary

WestJet Group is seeking a Senior Advisor to lead brand, marketing insights, segmentation and digital experience insights for WestJet Airlines and WestJet Vacations. You will transform guest and market intelligence into actionable recommendations to strengthen brand health and marketing effectiveness.

You will partner with Marketing, Digital, Loyalty and Guest Experience teams to embed segmentation in decision making and improve the end-to-end guest journey.

Qualifications

• 7+ years in market research, insights, brand strategy, segmentation and analytics.
• Experience designing surveys, analyzing data and synthesizing findings into recommendations.
• Experience presenting insights to senior leadership audiences.
• Ability to manage multiple projects concurrently.

Responsibilities

• Lead Brand & Marketing Insights for airline and vacation portfolios.
• Own segmentation strategy, persona development and audience insights.
• Drive digital experience insights across web and digital touchpoints.
• Provide strategic business intelligence and cohesive narratives.
• Build trusted partnerships across Marketing, Digital, Loyalty and Guest Experience.

Skills

Market research

Customer insights

Brand strategy

Analytics

Quantitative research

Qualitative research

Survey design

Executive presentations

Project management

Education

Bachelor's degree in Marketing or related

Master's degree considered an asset

Tools

Qualtrics

Medallia

Job description

Overview of the role:

WestJet is seeking a strategic and analytically minded Senior Advisor to lead brand, marketing, segmentation and digital experience insights across both WestJet Airlines and WestJet Vacations. This role is responsible for transforming guest, market and competitive intelligence into actionable business recommendations that strengthen brand health, improve marketing effectiveness, deepen guest understanding, and support enterprise decision-making. This position is part of the Strategic Insights & Portfolio Management department and reports directly to the Manager, Strategic Insights.

The successful candidate will be a trusted advisor to leaders across Marketing, Digital, Loyalty, Guest Experience and Commercial teams, providing evidence-based insights that influence strategy, investment decisions, and guest experience improvements.

Key Responsibilities:

• Lead Brand & Marketing Insights
  • Own Brand Health and Advertising Measurement programs for both the airline and vacation portfolios
  • Deliver regular brand equity, awareness, consideration, reputation and campaign performance reporting.
  • Design and execute research that evaluates brand positioning, messaging, creative concepts and sponsorship effectiveness.
  • Provide actionable recommendations to improve campaign performance and strengthen brand equity.
• Own Segmentation Strategy & Activation
  • Serve as the strategic lead for guest segmentation, persona development and audience insights.
  • Partner with Marketing, Loyalty, Revenue Management and Guest Experience teams to embed segmentation into decision-making.
  • Identify opportunities to personalize experiences, communications and product offerings through audience insights.
  • Maintain and evolve segmentation frameworks, playbooks and stakeholder enablement materials.
• Drive Digital Experience Insights
  • Lead digital intercept programs and guest feedback initiatives across web and digital touchpoints.
  • Partner with Digital Product teams to identify friction points and improvement opportunities.
  • Translate behavioral, survey and guest feedback data into recommendations that improve the end-to-end digital journey.
  • Monitor emerging guest expectations and digital experience trends.
• Provide Strategic Business Intelligence
  • Integrate qualitative and quantitative research, competitive intelligence, guest feedback and market trends into cohesive business narratives.
  • Translate complex findings into executive-ready presentations and recommendations.
  • Support board, ELT and senior leader reporting requirements.
  • Identify emerging market opportunities, risks and shifts in guest expectations.
• Build Strong Relationships
  • Develop trusted partnerships across Marketing, Brand, Digital, Loyalty, Vacations, Commercial and Guest Experience teams.
  • Act as a strategic consultant to stakeholders, helping define business questions and insight requirements.
  • Influence decisions through compelling storytelling and fact-based recommendations.

Qualifications & Experience:

• Required Experience
  • 7+ years of experience in market research, customer insights, brand strategy, segmentation, and analytics.
  • Strong experience conducting quantitative and qualitative research.
  • Experience designing surveys, analyzing data and synthesizing findings into recommendations.
  • Experience presenting insights to senior leadership audiences.
  • Demonstrated ability to manage multiple projects simultaneously.
• Preferred Experience
  • Brand tracking and advertising effectiveness measurement.
  • Consumer segmentation and persona development.
  • Customer experience and voice-of-customer programs.
  • Airline, travel, hospitality or loyalty industry experience.
  • Experience with research platforms such as Qualtrics, Medallia, or equivalent tools.
• Education
  • Bachelor's degree in Marketing, Business, Psychology, Social Sciences, Statistics, Economics or related discipline.
  • Master's degree considered an asset.