Channel Strategist, Guest Retention

Overview of role:
This role sits within the Channel Strategy & Planning function within the Guest Retention & Engagement team. As a Channel Strategist, you'll own the channel planning and strategy for email and push across your program portfolio. You're the strategic bridge between the business and our Delivery and Enablement team, taking commercial objectives and translating them into well-crafted channel plans that define the audience, messaging approach, campaign architecture and touchpoint logic that gets results.
Reporting to the Senior Manager, Guest Retention & Engagement, you'll engage directly with stakeholders across the business to understand what they need and why it matters, then design the channel strategy that gets them there. You'll monitor performance across channel, revenue and loyalty KPIs and use those insights to continuously strengthen your approach.
Key Responsibilities:
Engage with business stakeholders to understand program objectives, KPIs and guest engagement goals, then translate those inputs into actionable channel strategies across email and push.
Lead the strategic planning of ad hoc, triggered and always-on campaigns within your program portfolio, defining target audiences, messaging hierarchy, campaign timing, frequency guidelines and channel-specific considerations.
Develop audience criteria and segmentation strategies aligned to campaign objectives and CRM best practices, including recency, frequency and propensity-based targeting.
Architect comprehensive campaign strategy blueprints, defining data triggers, dynamic content logic, personalization parameters and audience definitions, to enable a seamless handoff to the Delivery and Enablement team.
Own end-to-end content briefing process, ensuring cross-functional partners understand the strategic intent behind every program brief.
Prepare detailed campaign briefs and fully verified content packages for handover to the Delivery and Enablement team, ensuring all assets, copy, links, audience criteria and supporting documentation are complete and clearly organized.
Provide final strategic QA prior to deployment, verifying that offer structures, audience segmentation and campaign mechanics accurately reflect the business objectives.
Analyze campaign and channel performance across channel KPIs (CTR, unsubscribe rates), flight revenue metrics (booking conversion, guest web revenue, repeat flight booking) and loyalty KPIs (member active, partner active, cobrand acquisition and active, customer lifetime value).
Report campaign results and contribute channel-level insights to post-mortems and broader business reviews.
Synthesize learnings from campaign performance to continuously improve future channel and campaign planning.
Serve as a trusted channel planning resource for marketing and business stakeholders, communicating recommended strategies clearly, confidently and with supporting rationale.
Experience & Qualifications:
4–6 years of experience in lifecycle marketing, CRM strategy or digital customer engagement, ideally within travel, hospitality, retail or a subscription-based environment.
Demonstrated experience developing and executing multi-channel CRM strategies, with a focus on email and mobile push.
Strong analytical skills with the ability to interpret campaign performance data, identify opportunities and translate insights into clear strategic recommendations.
Solid understanding of CRM best practices: audience segmentation, campaign architecture, dynamic personalization, frequency management and deliverability fundamentals.
Familiarity with enterprise marketing automation platforms (e.g., Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze or similar), hands-on build experience not required, but strategic fluency is expected.
Experience working across cross-functional teams including creative/studio, digital and marketing operations.
Strong communicator with the ability to translate complex channel strategies into clear, persuasive stakeholder presentations and recommendations.
Strong project management skills with the ability to manage multiple programs and competing priorities simultaneously.
Experience in loyalty, travel or hospitality marketing is an asset.
Experience with analytics and reporting tools (e.g., Tableau, Adobe Analytics or similar) is an asset.
Proficiency in Microsoft Office, particularly PowerPoint and Excel.
French language skills are considered an asset.