Senior Leader, Marketing, Digital & Communications
Calgary, AB
Life at Swoop.

When you work for Swoop, you’re a part of an entrepreneurial startup where nimble, bold, collaborative and digitally-focused are just a few of the words we use to summarize how we roll. Swoop is a wholly owned subsidiary of the WestJet Group (TSX: WJA) 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 group.

Posting Open Date: 10/01/2019

The role of Senior Leader Marketing, Digital & Communications, is an amazing opportunity for a candidate who possesses the right skill-set and background. Not only do you get to work in a start-up environment where many rules/procedures have yet to be codified, but timelines are always too short and you’re expected to not only do your day job, but to assume additional responsibilities. You’ll be working alongside the President of Swoop (“#SwoopPREZ”), to provide strategic insight and support across marketing, and communications, as well as advising on the overall Digital strategy of the company. Swoop is a young brand so the successful candidate will have a ton of latitude to influence the direction of the business, its tone, persona, and what our travellers can experience and enjoy. There won’t be buckets of cash being thrown around – the candidate will need to “make something from nothing” on most occasions. We’re looking for a street-fighter who can overcome the odds and make Swoop a consumer champion brand for Canada! Equally, we need to make money and therefore a key element of the role is hard-core retailing… Focused on selling seats and this is a day-to-day battle that requires unwavering focus!

The rewards are unparalleled - You'll get to work across all of Swoop's functional areas, be exposed to a broad range of operational initiatives and challenges, and work shoulder-to-shoulder with a highly motivated team who want to disrupt the airline industry in Canada just as Swoop's parent, WestJet did over 23+ years ago. The applicant that is successful in doing this, and more, puts themselves at the centre of a huge number of career opportunities within Swoop as it grows exponentially over the coming years.

Candidates looking for a stable, well-defined 9-5 role need not apply – But if you’re looking to break into the travel industry, deal with adversity/uncertainty, make your mark on a truly pioneering Canadian airline and work with a can-do team, then we’d love to speak with you!

For this role, you’ll have a great, passionate and knowledgeable team to work with (and build on), here are the (wide) areas of responsibility for the role:

Brand & Destination Marketing

Manage the brand identity across multiple customer touch points;
Establishing creative direction for external communications that internal or external marketing teams can use to deliver cost effective and consistent marketing campaigns;
Ensuring marketing campaigns have maximum stand out, reflect the airline’s brand values and wherever possible provide a platform for PR activity;
Determine the opportunity or need for change to the customer proposition from a brand perspective by assessing new ideas, market trends, consumer needs, traveller, and staff feedback. This will include the identification of sources of future competitive advantage, the definition of appropriate product life cycles and the classification of key customer segments from a value-based perspective;
Track and monitor delivery against the brand and marketing vision;
Make Swoop Getaways (Swoop’s vacation offering launching in Fall 2019) a runaway success;
Manage best-of-breed creative agency to support all of Swoop’s creative needs;
Manage organic social media to ensure that travelers and prospective travellers are being engaged and are developing affinity with the Swoop brand;
Manage co-op/destination marketing to get the most bang for our buck with partners;
Drive sponsorships that enhance Swoop as a brand and don’t break the bank.

Performance Marketing

Responsibility for defining the marketing strategy with a view to integrating concepts across a wide variety of digital media;
Search Engine Marketing, Marketing Automation & Retargeting to drive revenue (and ROAS);
Paid and Social Media to drive engagement (and lower cost per engagement);
Display and video advertising, to amplify and compliment brand activities above, to drive even more awareness (and lower CPM/CPV);
Drive organic traffic through leading successful search engine optimization strategy for the company;
Negotiate contracts with martech and digital vendors;
Look to exploit new marketing technologies and channels that provide; new/innovative/profitable ways to reach travellers and provide a more compelling value proposition;
Develop and maintain analytics framework for Swoop website and mobile, including tracking, KPI development and reporting;
Own and ensure it is a retail machine;
Partner with Revenue Team to come up with sales strategies that profitably sell seats;
Manage website and mobile usability, analytics and A/B testing to optimize traveller experience;
Lead Market Research efforts, with an eye towards actionable insights;
Be the driving force behind the implementation of Swoop’s CRM.


Responsibility for overall Swoop Communication strategy;
Drive Swoopster knowledge and engagement through compelling internal communications strategy – including periodic, as well as ad hoc communications;
Increase Swoop’s presence in the market and brand perception through thoughtful and comprehensive external communications strategy;
Manage best in class PR agency;
Be the communications glue when disruptions happen at the airline – ensuring transparency and consistency of message;
Support drafting of all media releases/speeches;
Create and manage media representative matrix for Swoop and ensure Swoop executive are appropriately briefed/trained to confidently and consistently talk to media;
Proactively promote the airline in media by way of creating news during slow periods;
Maintain an updated media contact data base.


Manage and lead a team, priorities and workloads to ensure the department operates at maximum efficiency within deadlines;
Provide effective coaching, training and be a role model and inspirational leader for the team and across Swoop.


Manage own departmental cost budget ensuring spend as low as possible;
Keep strong control on the marketing spend with the marketing agencies and planned product budget to maximize revenue opportunity and improve profitability;
Work with commercial team to achieve overall revenue budget and market share targets;
Deliver Ancillary Revenue budget;
Keep a strong control on the product spend to maximize revenue opportunities and improve profitability.

Professional Experience/Qualifications

The ideal candidate will have 10+ years of demonstrated a successful track record in a strategic marketing or brand/product management role – including broad commercial/marketing experience;
Excellent education, ideally with a business/marketing degree;
Knowledge of the travel (airlines, hotels), service (mobile, banks) or dynamic fast-moving consumer goods or digital environments a major advantage;
Strong digital marketing experience a major advantage;
Fluent written, spoken and reading capability in English (with French an advantage);
Experience of managing a portfolio of multi-country businesses would be preferable;
Experience managing a wide-variety of marketing and communications professionals;
Commercial acumen;
Creative and innovative style;
Highly motivated to succeed with energy and enthusiasm;
Excellent communication skills and experience in working with people at all levels;
Negotiation skills;
The ability to work in a small, non-hierarchical executive management team;
Track record of consistently hitting and exceeding KPI targets. Revenue generation is the key focus for this role ;
Record in achieving and managing growth under cost constraints;
Track record of effective team leadership, development and commercial direction;
Required to work outside of 9 to 5 when issues arise;
Required to travel up to 20%.

What about the Benjamin’s?

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 share purchase 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.