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Analyst/Senior Analyst, Performance Marketing & Media Strategy

Date: Feb 1, 2019

Location: Ft Worth, TX, US

Req ID: 26581

Location: AA Headquarters 1 (DFW-HDQ1) 
Additional Locations: None
Requisition ID: 26581 


Join us for a career with endless possibilities.

Looking for a job where a passion for innovation, a culture of teamwork, and opportunities for growth are valued and rewarded? You’ve come to the right place.


You don’t have to be an airline aficionado to join American Airlines. It takes more than cool planes to keep us ahead of the curve, and thanks to our team of behind the scenes professionals, we do just that. As the largest airline in the world, American Airlines is in the business of serving the global travel needs of our customers. At the core of the Company is our commitment to each customer and each employee. We are dedicated to developing and delivering what our customers value and are willing to pay for. Customer-centric planning, innovative marketing, and an exceptional customer experience are supported by a cadre of talented people. 


What does it take to join us? We’re glad you asked! We expect exceptional skills in your discipline and a dedication to being the best as we relentlessly pursue our goal of being not just the largest airline in the world, but also the best airline in the world.


Fortunately, we’re building on almost a century of innovation and firsts in our industry – and we plan to continue that tradition of excellence.

About The Job

This job is a member of the Brand and Advertising Team within the Global Integrated Marketing Department. This position will be responsible for leading the strategy and implementation of all conversion-based advertising activity, which includes direct booking, network and fare marketing.


Specifically, you’ll do the following:

  • Develops and implements strategic marketing plans for conversion-based advertising with the support of creative and media agencies, which includes: direct booking, SEM/retargeting, network/new routes, American Airlines Vacations and fare marketing
  • Manages relationships with media agencies of record to create positive working relationships
  • Leads the management and implementation of fare marketing platform to drive more efficient conversion activity
  • Explores and implements a DMP solution to innovate around personalized advertising
  • Collaborates with internal IT and digital teams to manage tracking and tagging on
  • Collaborates with internal stakeholders such as revenue management, distribution and network planning to understand commercial priorities and develops media strategies to meet strategic objectives
  • Collaborates with creative and media agencies to conduct competitive analysis and trends watching both inside and outside the industry to recommend innovative solutions for our brand
  • Builds and executes comprehensive marketing plans inclusive of paid and owned channels to drive revenue and business growth
  • Evaluates conversion-based media partnership opportunities
  • Optimizes existing relationships with MSE, OTA and search partners to drive added partnership value
  • Serves as brand steward both internally and externally to ensure brand positioning and values are relentlessly reinforced
  • Must be willing to travel for business as needed


Required Qualifications

  • Bachelor's degree
  • At least 5 years marketing experience with a proven track record of successfully managing complex projects
  • Previous experience managing relationships with third party vendors (e.g., advertising and strategic planning agencies, media agencies and media owners/intermediaries)
  • Strong technical skills and knowledge of digital media space
  • Solid understanding of traditional media KPIs
  • Understanding of channel attribution models, media auditing and viewability
  • Excellent presentation skills
  • Ability to work with cross-functional groups and quickly develop relationships


Preferred Qualifications

  • Master's degree
  • Extensive knowledge of the SEM bidding process and automated bidding tools and SEO best practice
  • Knowledge of Demand Side Platforms, network prospecting and retargeting

Additional Locations: None
Requisition ID: 26581 

Nearest Major Market: Fort Worth
Nearest Secondary Market: Dallas

Job Segment: Media, Outside Sales, Advertising, Revenue Management, Marketing, Sales, Finance