Director, Loyalty
Calgary, AB
40d ago

Reporting to : d'Arcy Monaghan, Vice President Loyalty Programs

Location : Calgary, Canada

Employment Status : Permanent Full-Time

Website :


WestJet (TSX : WJA) is an iconic Canadian brand. Headquartered in Calgary, Canada, WestJet, along with regional carrier WestJet Encore, is Canada’s leading high-

value, low-cost carrier. WestJet is continually recognized as one of the top employers in the country and one of Canada’s most admired corporate cultures.

In 2017, WestJet celebrated its 50th consecutive quarter of profitability, and was recognized as the only Canadian airline with investment grade credit ratings.

Founded as a regional carrier in Calgary in 1996, with 3 aircraft and 220 employees, WestJet has experienced momentous growth.

Today, WestJet is a thriving international airline operated by 13,000+ employees, collectively known as WestJetters. Through scheduled flights across a rapidly expanding network, WestJet also operates WestJet Vacations (providing air, hotel, car and excursion packages), and WestJet Encore (a regional airline operating in Canada and the United States).

WestJet is embarking upon a transformative era, transitioning from a low-cost carrier (LCC) to a global, full service network carrier with the delivery of Boeing 787-

9 Dreamliner aircraft in January 2019. Further, WestJet has recently launched an ultra-low cost carrier (ULCC), Swoop, a wholly owned subsidiary, with first flights scheduled in June 2018.

The mission of WestJet is to enrich the lives of everyone in WestJet's world. Since inception, WestJet has nurtured its employee-

focused culture of care, planning for its culture at the strategic level. WestJet expresses its strong corporate culture and commitment to guest service with the employee slogan Because Owners Care.

This refers to the fact that approximately 86 percent of eligible employees, referred to as WestJetters, participate in an employee share purchase plan.

Tying the personal success of WestJetters to the company’s success helps nurture a corporate culture that is focused on safety, exceptional guest service and cost containment.

Further, with an average age of 40, WestJetters are among the youngest across all North American carriers. This has influenced the airline to create an open-

minded, communicative and transparent culture.

WestJet has recently unveiled a refreshed set of values, built over the last two years by WestJetters. These values and the behaviours that accompany them will set the stage for global expansion in a way that is uniquely WestJet :

  • Act like an Owner : I take responsibility for my decisions and accountability for the outcomes.
  • Care from the Heart : I do the right thing and do things right, because I care.
  • Rise to the Challenge : I have the courage of a champion, relentless in my pursuit of excellence.
  • Work Together to Win : I play my part, connecting as one team. Together we fly.
  • Further corporate information can be found within our most recent MD&A, Financial Statements and Annual Report :

    WestJet Investor Day 2017 :


    WestJet’s Loyalty program is growing! As WestJet evolves into a global competitor, we are seeking a new Director, Loyalty to lead a talented team responsible for the management of WestJet’s loyalty products, services and programs.

    A key member of WestJet’s Commercial Global Leadership Team, the successful candidate will be responsible for building a robust loyalty framework and team while providing innovative, outside of the box thinking, ultimately positioning WestJet as the leader in Canadian loyalty programs.

    The new Director will be responsible for driving long-term profitable growth and improving WestJet’s loyalty presence across several channels including rewards program, gift cards, co-

    brand credit card program and lounges. As a loyalty specialist, they will understand the value of data, and have the ability to leverage data to solve problems in support of our guests’ needs.

    A critical focus will be placed on deepening WestJet’s relationships with guests and expanding WestJet’s premium traveller marketshare in Canada.

    The Director will leverage analytics data and competitive intelligence research to shape their strategy and drive data-driven business decisions.

    In pursuit of increased revenues and improved guest experience, the Director will use innovative approaches to both grow share of wallet and overall market share of the premium traveller market segment.

    Key Accountabilities

  • Partnering with the VP, Loyalty Programs, drive the long term vision, roadmap and strategy for WestJet to become a leading provider in the Canadian and airline loyalty sector;
  • Oversee the overall loyalty program operating P&L and performance of WestJet’s loyalty programs, including rewards, co-
  • brand credit card program, gift cards and lounges;
  • Identify, negotiate and manage strategic partner relationships and ensure contracted service levels are achieved and partnerships are fully leveraged;
  • Work with Revenue Management, Marketing, Sales, Airports and Network Planning teams to execute the loyalty components in support of the broader corporate retail strategy and supporting revenue targets;
  • Provide leadership in creating and continually evolving service offerings, delivery and execution of loyalty programs, driving program acquisition and retention as well as revenue opportunities;
  • Build and maintain strong key strategic relationships with external travel partners;
  • Lead a talented team of 14 professionals by clearly defining strategic purpose of roles, establishing individual performance expectations, providing continuous feedback, coaching and developing, conducting ongoing recognition and succession management;
  • Oversee the gathering and analysis of information including program results and trends, competitive actions, market research, product development and frontline feedback to analyze changes in the market;
  • With a critical focus on elevating the rewards strategy to target the premium traveller, synthesize and present key results to senior leadership and executives and other cross-
  • functional leaders; and

  • Work collaboratively with key internal partners, including Digital, Finance, Marketing, Revenue, Network planning, Distribution, Sales, Technical Operations, Corporate Communications, Inflight, Airports, and Procurement to ensure programs are appropriately delivered to market.

  • In collaboration with the VP Loyalty Programs, build a long-term, enterprise-wide loyalty strategy;
  • Implement a robust loyalty structure across the business and achieve relevant growth metrics across WestJet’s loyalty programs; and
  • Targeting the premium traveller guests in Canada, roll-out a concrete execution plan for rewards solutions to strengthen WestJet’s marketshare.

  • Minimum of 5 years’ senior leadership experience within a mid to large size customer-centric organization, ideally within the airline or travel industry;
  • Minimum of 5 years’ experience managing complex loyalty and rewards teams with a proven track record of attracting and developing talented business professionals;
  • Demonstrated experience building and leading loyalty operations and a loyalty marketing strategy within a complex, multi-faceted environment;
  • Direct leadership experience attracting, developing, retaining and inspiring a high performing, guest service oriented team; and
  • Proven track record of successfully executing complex, cross-functional initiatives, successfully articulating business relevance of strategy information.

  • Influencer : Exhibits a high degree of cross-functional cooperation, with the ability and inclination to influence without relying on the use of positional authority.
  • Innovator : Desire and proven ability to make a significant impact through innovation, both by playing a strategic role and when necessary taking a roll-
  • up-your-sleeves attitude to make things happen.

  • Problem Solver : A non-linear thinker who can conceptualize laterally, not literally; has a sense of customer orientation and the ability to analyze pain points and create solutions.
  • Achiever : Gets things done by setting clear expectations, promoting high levels of accountability, monitoring performance, and getting directly involved when needed to achieve desired business results;
  • uses business and financial acumen to create value and drive profitability.

  • Evaluator : Makes timely decisions and applies sound judgment to assess risks, evaluate alternatives and select the best course of action;
  • uses a combination of analytical thinking, intuition, mental agility, and seasoned experience to address complex or ambiguous issues.

  • Strategist : Uses foresight, environmental awareness and thought leadership to create a compelling vision for the future and develop distinctive strategies to achieve desired business outcomes;
  • fosters new ways of thinking and drives needed change to transform the business.

  • Collaborative approach with the ability to work in partnership with people relations and senior leadership teams.
  • Communication skills, both written and verbal, paired with strong interpersonal and presentation skills required to develop positions and present to all levels of management.
  • Strong analytical and interpersonal skills with the ability to organize and prioritize work to meet deadlines and handle multiple projects.

  • Leadership skills with the ability to be both strategic and visionary, and tactical and hands-on; a leader who can inspire their people and grow their capacity as professionals.
  • Relationship-building skills, has demonstrated ability to quickly build strong and lasting internal relationships by working collaboratively in a complex stakeholder environment.

  • An undergraduate degree in business, commerce, finance, or economics (or related field) is required; and
  • An MBA is considered an asset.

    A competitive compensation package will be negotiated based on experience and qualifications.

    This position is eligible for a performance bonus as per WestJet’s compensation policy and the Total Rewards program that includes the following : extended health, emergency travel medical, dental, vision, short-

    term disability (STD), long-term disability (LTD), life insurance, accidental death and dismemberment (AD&D) & travel benefits.

    Please note the position is based at WestJet headquarters in Calgary. This position is eligible for relocation assistance.


    Please submit your application via the WestJet website :

    Inquiries can be forwarded to Kara Watson, subject : Director, Loyalty to

    The position will remain posted until the successful candidate is identified.

    No agency calls please.

    WestJet An Alberta Partnership

    P. 1-888-937-8583

    WestJet is Canada's most preferred airline, operating over one hundred aircraft to destinations in North America, Central America, the Caribbean and Europe.

    We are recognized as a Top Employer in Canada and our more than 10,000 employees work hard to ensure we maintain our position as one of Canada's most respected corporate cultures.

    With the launch of WestJet Encore, we will continue our steady growth by offering flights and jobs to more cities in Canada.

    We would like to thank all applicants in advance for their interest in WestJet. We believe in enriching the lives of everyone in WestJet's world and encourage applications from all qualified individuals.

    Our ongoing efforts toward evolving total diversity will continue to be the way we do business every day. As owners, we believe in celebrating everyone’s unique skills, perspectives and experiences.

    WestJet is committed to inclusiveness, equity and accessibility. We encourage all qualified candidates to apply.

    If you inspire greater creativity and innovation towards reaching new altitudes and meet the qualifications for the position in which you are interested, we welcome you to complete an online application.

    WestJet is a great place to land - powered by Talent and Growth.

    At WestJet, the safety and security of our people and our guests is a core value and at the heart of what we do. As safety and security is a shared responsibility, it is expected that you will utilize safe work practices to ensure your well-

    being and the safety of others.

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