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Team Lead, Digital

Iztok Franko

Website Swoop

About the job

Life at Swoop

When you work for Swoop, you’re part of something big. We’re a small airline with a big dream of bringing Canadians the freedom to travel where life takes them. We are innovators, collaborators, risk-takers and entrepreneurs who act with integrity and always put safety first.

Whether you are painting the skies magenta on a Swoop Boeing 737-800 or working at our Calgary HQ,  we all play a role in upholding our values, mission and most importantly, disrupting the Canadian aviation industry through affordable travel.

Swoop is wholly owned subsidiary of the WestJet Group but make no mistake, we march to the beat of our own drum. At Swoop, our-day-to-day operations are vastly different and deliberately separate, but carefully aligned to complement the big-picture strategy of the WestJet Group. 

The Digital Team Lead (DTL) at Swoop is responsible for leading a small team to manage and optimize all Swoop digital platforms, performance marketing strategies and paid media activities. Reporting to the Senior Leader of Marketing, Digital and Traveller Support, the Digital Team Lead works in lockstep with the Marketing Team Lead and Traveller Support Leader to develop and deliver on annual plans and strategies to achieve commercial and operational business objectives. The ideal candidate is results-oriented with a growth hacker mindset (scale and automation) and the ability to think strategically, prioritize, stick to tight timelines and lead a team that can adapt at a moment’s notice.

The DTL’s primary objectives are to increase revenue and ancillary performance while decreasing costs, ensuring FlySwoop.com is both a retail machine and enabler of a simple but satisfying traveller experience. The DTL manages the Digital Advertising budget, an external paid media contractor and small team of digital Subject Matter Experts (SMEs) to deliver increasing revenue, decreasing costs and optimal performance across Swoop’s digital platforms and paid media channels.

Roles and responsibilities:

  • Leading a team to manage and optimize all aspects of FlySwoop.com from front end content management, to search engine optimization and on-site conversions
  • Driving Swoop’s digital revenue generation strategy, working closely with the Revenue and Pricing team to deliver on sales strategies that profitably sell seats and prevents unsold seats
  • Developing and maintaining revenue attribution model, ensuring channels are accurately represented
  • Tracking, analyzing and optimizing on-site conversion rate and revenue performance (fare, ancillary and incremental), identifying opportunities incremental or net-new revenue generation
  • Driving digital paid media strategy and advertising budgets (retargeting, paid search, paid social, paid display, digital video/audio and web activated sponsorships) to deliver optimal campaign performance, revenue generation and ROAS
  • Managing paid media consultant or SMEs to continually optimize, iterate and improve digital channel performance and ensure messaging consistency
  • Ensuring accuracy, usability, accessibility and site performance of FlySwoop.com and supporting the Traveller Support team in the successful optimization of a digital-centric traveller experience
  • Ensuring FlySwoop.com is a retail machine, working closely with the technology team and SMEs to provide a frictionless and personalized path to purchase
  • Identifying opportunities to drive or improve organic traffic through leading successful search engine optimization strategy for the company
  • Work in close partnership with the Marketing Team Lead and SMEs to plan and execute integrated brand and demand campaigns, identifying optimal channel mixes, budgets, pacing, etc. and accurately forecasting results
  • Enabling the digital delivery and support of key commercial and operational objectives
  • Maintaining a data-first approach through continual tracking, reporting, optimization and experimentation (A/B testing, landing page optimization) to meet or exceed company goals
  • Participate in reviewing and negotiating contracts with mar-tech and digital vendors, specifically to select a CRO and Testing Tool for Swoop and identifying new distribution channels
  • Continually look to exploit new marketing technologies and channels that provide; new/innovative/profitable ways to reach travellers and provide a more compelling value proposition

Team Management

  • Leading a team of individual contributors to manage and optimize all aspects of FlySwoop.com from front end content management to search engine optimization and on-site conversions.
  • Manage day-to-day work and operations for Digital team
  • Provide leadership through 1:1 meetings, coaching and mentoring
  • Monitor team performance to identify and encourage areas for growth and continuous improvement

Qualifications and skills:

  • 5-7 years of demonstrated a successful track record in a digital marketing or digital platform management role – including broad commercial/marketing experience
  • A degree in business/marketing preferred
  • Demonstrated ability to lead, teach and mentor a small but diverse team of Subject Matter Experts, foster a culture of curiosity and collaboration across the business
  • Experience in setting up, managing, and continuously improving paid media strategies that drive big results with small budgets
  • Knowledge of the travel (airlines, hotels), service (mobile, banks) or dynamic fast-moving consumer goods or digital environments a major advantage
  • Fluent written, spoken and reading capability in English (with French an advantage)
  • Experience managing a wide-variety of digital professionals, translating between creatives, executives and developers with ease
  • Experience with Google Analytics required (certifications in Advanced Google Analytics and Google Analytics for Power Users considered strong assets)
  • Strong analytical skills, with advanced Excel
  • Experience with the rest of the Office 365 suite, including PowerBI and PowerPoint
  • Strong experience with paid media measurement – including paid search, retargeting, display/DSP and paid social
  • Experience using “headless” CMS, such as Contentful, considered an asset
  • Experience with leading ultra-low cost airline-specific software, such as 15below and Navitaire, considered an asset
  • Always looking for the technology of tomorrow while also effectively managing the constraints of today
  • Highly organized with excellent time management and prioritization skills

Let’s talk dollars and cents.

At Swoop, we’re committed to offering a fair and competitive total compensation package that starts with a solid base salary, and complemented by perks like performance based profit sharing, a company-matched savings plan, flexible group benefits and of course, flight privileges.

We celebrate differences and diversity.

Swoop is an equal-opportunity employer, and our workplace culture is one where diversity and differences are embraced, appreciated and celebrated. We do not discriminate based upon race, religion, colour, national or ethnic origin, sex, sexual orientation, gender, gender identity, gender expressions, transgender status, marital or family status, disability, age or convictions for which a pardon has been granted.

To apply for this job please visit www.linkedin.com.

Iztok Franko

I am passionate about digital marketing and ecommerce, with more than 10 years of experience as a CMO and CIO in travel and multinational companies. I work as a strategic digital marketing and ecommerce consultant for global online travel brands. Constant learning is my main motivation, and this is why I launched Diggintravel.com, a content platform for travel digital marketers to obtain and share knowledge. If you want to learn or work with me check our Academy (learning with me) and Services (working with me) pages in the main menu of our website.