Search Engine Optimization :: Lyndsay Walker :: Toronto, Ontario

WestJet’s Hiring: Manager, e-Attraction Web Business

City: Calgary Province: AB
Category: Marketing/Sales Job ID: MK008-08
Posting Date: January 8, 2008 Closing Date: January 28, 2008
Duration: Full Time
Description:Looking for a great place to work? A place where an award-winning culture means empowerment, teamwork and a passion for what you do?
Then think WestJet. It’s a great place to land.
Purpose:Each Manager of the Web Business team has responsibility and accountability for People Leadership and Tactical & Operational Management of various facets of WestJet’s Web Business Team. Each Manager will lead a fast-paced team and work with other teams across WestJet as part of WestJet’s Web Business team. Each Manager will work with WestJetters on the Web Business team, other WestJet teams, and third parties, to drive change, grow successful programs, and prune challenged programs in order to support WestJet’s Web strategy and objectives. WestJet’s web strategies are:
1. Attract prospects to WestJet’s family of websites,
2. Convert prospects to Guests on our sites,
3. Add value to each Guest’s purchase (upsell),
4. Serve Guests on our sites, and
5. Get Guests to come back to our sites to buy from us again.

Each Manager on the Web Business team shares common attributes as outlined below in the Common Role Description. Additionally, each position will require specialization in either the the particular role. While each Manager will specialize in a given role, the Managers will each cross-train one another and will back-fill for their peer as necessary.

Common Role Description:

•Understand and pursue WestJet’s business, marketing, and sales strategies
•Develop tactical and operational plans that are designed to reach targets related to WestJet’s business strategies and the web business strategies
•Provide leadership and development of the team through one-on-one meetings, personal development planning, training, and the formal WestJet evaluation process.
•Ensure the right people are brought to bear on the right tasks to complete deliverables
•Communicate effectively.
•Help team members prioritize work, including working with internal clients to help set expectations as necessary
•Support and perpetuate WestJet culture and values through participation in WestJet events.
•Establish and maintain cross functional relationships throughout relevant areas in WestJet (e.g. Marketing, IT, Sales, Guest Services, Airports, Market Research)
•Understand and manage budgets, and participate in monthly budget reviews, including the investigation and explanation of any variance to budgets.
•Understand, manage, maintain, and mature Web Business reports, and make positive and lasting change happen as a result of analysis of the trends / patterns observed from these reports
•Manage, maintain, and practice Emergency Response processes to ensure continued business operations.
•Oversee the implementation of new ideas, innovations and opportunities
•Possess and pursue an understanding of how to serve target markets / customer segments through the right mix of process and technology
•Pursue interactive user interfaces that serve the target markets / customer segments and consequently support WestJet’s business and marketing strategy.
•Act as Project Director on projects, such as crafting a project vision, creating business cases, compiling requirements, testing enhancements, and reporting on each project’s success.
•Work on project teams representing marketing and the web
•Possess a strong understanding of web technology and web business / e-commerce
•Have an excellent understanding of WestJet’s web infrastructure
•Other related duties as required or assigned

Specific Role Description – Manager of e-Attraction:

This role focuses on working with our Attraction Team to get prospects to come to our site, and get Guests who bought from us to come back to us again. The target sites include (but are not limited to), Travel Agent WEBLink, Biz WEBLink,, and

•Plan and execute online advertising campaigns and actions, including (but definitely not limited to) banner ads, search marketing, affiliate programs, in-house email lists, contests, and so on
•Work with our Marketing team to ensure integration of advertising campaigns and actions
•Ensure consistency of creative with WestJet’s Marketing campaigns and brand
•Work with 3rd parties, including WestJet’s advertising agency and media purchasing agency
•Perform ongoing monitoring of competitor’s and other’s online advertising campaigns
•Pioneer new programs to attract prospects to our sites, tune programs that are working, and prune programs that aren’t meeting goals.
•Optimize campaigns to effectively reduce Cost per Acquisition and maximize WestJet’s profit


•Degree / diploma in business or marketing, or other related combination of education and experience.
•Minimum 3 years experience leading people and project teams
•Minimum 3 years experience experience in marketing and sales
•Minimum 3 years experience experience in internet/intranet strategy and communications.
•Understanding of principles of target markets and customer segments
•Understanding of web commerce in the travel industry and other industries
•Understanding and experience in building compelling business cases
•Excellent leadership and goal orientated skills.
•Enthusiastic personality that welcomes change.
•Excellent communication skills, both oral and written.
•Ability to present ideas, negotiate, facilitate and problem solve.
•Excellent analytical and problem solving skills.
•Proficient knowledge in Microsoft Word, Excel, and Outlook.
•Proven ability to work independently and in group situations.
•Financial & Budgeting abilities.
•High energy
•Other capabilities that are desirable include:
oFrench language (written and spoken)
oExperience in WestJet
oExperience in the aviation / travel industry
oPrevious project management experience

WestJet is an equal opportunity employer and encourages applications from all qualified individuals. WestJet’s hiring policy is to recruit and select the best applicant for employment solely on the basis of their qualifications for the position. WestJet does not discriminate against applicants based on race, national or ethnic origin, colour, religion, age, sex, sexual orientation, marital status, family status, disability or a conviction for which a pardon has been granted.

Safety comes first at WestJet.

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