Intermediate Product Owner, Email CRM

Overview of Role:
The Guest Retention & Engagement team oversees email, website, mobile app and other owned channel content marketing for WestJet. Why is this important? This role is the electronic messaging voice of WestJet. It represents our brand in millions of direct interactions with guests. These interactions can be everything from enticing promotional offers that start guests dreaming about their next tropical getaway, to providing them critical information about their upcoming travels or Rewards membership.
The Intermediate Product Owner, CRM & Marketing Automation is responsible for the technical delivery and ongoing evolution of WestJet's CRM and marketing automation capabilities. This role works at the intersection of Marketing, Technology, Data and Customer Experience, translating business needs into technical solutions that enable personalized, automated and scalable customer communications.
The role has a strong focus on customer journey orchestration, workflow development, data and platform capabilities. The Product Owner will work closely with CRM Strategists and business stakeholders to understand desired customer experiences, then define and prioritize the technical requirements needed to bring those experiences to life.
Reporting to the Manager, CRM Ops and Enablement, you will own and support the development of CRM capabilities within WestJet's Martech ecosystem. This includes designing and building workflows and customer journeys, defining business and technical requirements, supporting platform enhancements, coordinating testing and releases, and working with Technology and vendor partners to resolve issues and deliver new capabilities.
The successful candidate combines product ownership, technical problem solving and CRM expertise, with an understanding of how customer data, marketing technology and journey orchestration can work together to deliver better guest experiences.
Key Deliverables Include:
Own the technical development and delivery of CRM customer journeys, workflows and automated communications across email, push, and other owned channels.
Partner with CRM Strategists and business stakeholders to translate customer experience and marketing requirements into technical requirements, journey designs and workflow solutions.
Design and build complex workflows using Marketing Automation and Journey Orchestration technology, including triggers, audience criteria, decision logic, personalization and communication rules.
Manage and prioritize the CRM technology product backlog, balancing business priorities, technical dependencies, platform enhancements and operational requirements.
Identify opportunities to move from manual, campaign based execution toward automated, reusable and always on customer journeys.
Define data requirements and work with Data and Technology teams to enable new customer attributes, events, audiences, integrations and real-time triggers.
Coordinate technical development, QA, UAT and deployment of new CRM capabilities and customer journeys.
Troubleshoot complex issues involving workflow configuration, customer data, segmentation, personalization, integrations and marketing automation platforms.
Work with Technology teams, vendors and platform partners to investigate and resolve technical issues and implement new functionality.
Develop and maintain technical documentation, including requirements, workflow logic, journey architecture, business rules and operational processes.
Identify opportunities to improve the scalability, reliability and efficiency of the CRM technology ecosystem.
Evaluate new Martech capabilities and make recommendations on how they can be leveraged to improve customer experiences and reduce manual effort.
Establish and maintain standards, best practices and governance for CRM journey development and marketing automation.
Partner with Analytics and CRM teams to ensure journeys are measurable and support effective testing, optimization and performance reporting.
Provide technical guidance and support to CRM Strategists and other stakeholders using the Martech ecosystem.
Build strong relationships across Marketing, Technology, Data and other business areas, becoming a trusted product and technical partner.
Learn – continuously. And help team members and stakeholders learn too!
Qualifications & Experience:
Education: Education in Marketing or Communications considered an asset.
3–5+ years of experience in CRM, digital marketing, marketing technology, product ownership, marketing automation or a related discipline.
Technical skills: Hands on experience with an enterprise Marketing Automation or Journey Orchestration platform, preferably Adobe Campaign, Adobe Journey Optimizer, Salesforce Marketing Cloud, or similar.
Experience designing and implementing customer journeys, automated communications and marketing workflows.
Business Acumen: Excellent communication and interpersonal skills with the capability of establishing respect and credibility through actions. The ability to work on multiple projects, meet deadlines and work well under pressure. Ability to work independently with minimal direction, while also functioning and contributing as part of a team. Proactive, energetic personality with an inquiring mind that can also work under tight deadlines.
Fun: at WestJet we pride ourselves on our fun and friendly customer focus. We take our jobs seriously, but not ourselves.