Senior Advisor, Strategic Insights at WestJet in Calgary, AB, CA

This position requires in-person collaboration up to five days a week. This arrangement is subject to change based on business requirements.

Why WestJet:

Since our story took off in 1996, WestJet has strived to enrich the lives of everyone in our world; a career with us is no exception. We’re proud to be one of Canada’s most admired and respected corporate cultures and continuously aim for the highest standards of service and success.

Join us, this is where your career story takes off.

Overview of the role:
WestJet is seeking a strategic and analytically minded Senior Advisor to lead brand, marketing, segmentation and digital experience insights across both WestJet Airlines and WestJet Vacations. This role is responsible for transforming guest, market and competitive intelligence into actionable business recommendations that strengthen brand health, improve marketing effectiveness, deepen guest understanding, and support enterprise decision-making. This position is part of the Strategic Insights & Portfolio Management department and reports directly to the Manager, Strategic Insights
The successful candidate will be a trusted advisor to leaders across Marketing, Digital, Loyalty, Guest Experience and Commercial teams, providing evidence-based insights that influence strategy, investment decisions, and guest experience improvements.

Key Responsibilities:
• Lead Brand & Marketing Insights
◦ Own Brand Health and Advertising Measurement programs for both the airline and vacation portfolios
◦ Deliver regular brand equity, awareness, consideration, reputation and campaign performance reporting.
◦ Design and execute research that evaluates brand positioning, messaging, creative concepts and sponsorship effectiveness.
◦ Provide actionable recommendations to improve campaign performance and strengthen brand equity.
• Own Segmentation Strategy & Activation
◦ Serve as the strategic lead for guest segmentation, persona development and audience insights.
◦ Partner with Marketing, Loyalty, Revenue Management and Guest Experience teams to embed segmentation into decision-making.
◦ Identify opportunities to personalize experiences, communications and product offerings through audience insights.
◦ Maintain and evolve segmentation frameworks, playbooks and stakeholder enablement materials.
• Drive Digital Experience Insights
◦ Lead digital intercept programs and guest feedback initiatives across web and digital touchpoints.
◦ Partner with Digital Product teams to identify friction points and improvement opportunities.
◦ Translate behavioral, survey and guest feedback data into recommendations that improve the end-to-end digital journey.
◦ Monitor emerging guest expectations and digital experience trends.
• Provide Strategic Business Intelligence
◦ Integrate qualitative and quantitative research, competitive intelligence, guest feedback and market trends into cohesive business narratives.
◦ Translate complex findings into executive-ready presentations and recommendations.
◦ Support board, ELT and senior leader reporting requirements.
◦ Identify emerging market opportunities, risks and shifts in guest expectations.
• Build Strong Relationships
◦ Develop trusted partnerships across Marketing, Brand, Digital, Loyalty, Vacations, Commercial and Guest Experience teams.
◦ Act as a strategic consultant to stakeholders, helping define business questions and insight requirements.
◦ Influence decisions through compelling storytelling and fact-based recommendations.

Qualifications & Experience:
• Required Experience
◦ 7+ years of experience in market research, customer insights, brand strategy, segmentation, and analytics.
◦ Strong experience conducting quantitative and qualitative research.
◦ Experience designing surveys, analyzing data and synthesizing findings into recommendations.
◦ Experience presenting insights to senior leadership audiences.
◦ Demonstrated ability to manage multiple projects simultaneously.
• Preferred Experience
◦ Brand tracking and advertising effectiveness measurement.
◦ Consumer segmentation and persona development.
◦ Customer experience and voice-of-customer programs.
◦ Airline, travel, hospitality or loyalty industry experience.
◦ Experience with research platforms such as Qualtrics, Medallia, or equivalent tools.
• Education
◦ Bachelor's degree in Marketing, Business, Psychology, Social Sciences, Statistics, Economics or related discipline.
◦ Master's degree considered an asset.

The benefits of being a WestJetter:

WestJet provides all WestJetters with a competitive total rewards package. On top of that, we offer:

• A fun and friendly culture with colleagues who work together to win

• Travel privileges for you and your family, effective from your start date

• Savings and Benefit programs that are flexible to meet your specific needs

Think we’re a great fit? Apply now!

About WestJet Group of Companies

WestJet took to the skies in 1996 with just over 200 employees and three aircraft operating service to five destinations. Since then, WestJet has pioneered low-cost travel in Canada, cutting airfares in half, and increasing the flying population in Canada by more than 50 per cent. Since the Sunwing Airlines integration in 2025, more than 15,000 WestJetters support nearly 200 aircraft and connect guests to our global network of more than 100 destinations across North America, Central America, the Caribbean, Europe and Asia. The WestJet Group is a major Canadian employer and includes WestJet Airlines, WestJet Encore and Sunwing Vacations Group. We’re Canada’s leading value airline and largest vacation provider, with a united purpose of providing affordable and accessible air and vacation travel to Canadians.

Our safety promise

At WestJet, the safety and security of our people and our guests is a core value and at the heart of what we do. Safety and security are shared responsibilities all team members are expected to use safe work practices to ensure their well-being and the safety of others. WestJet recognizes that the use of Alcohol and Drugs can adversely impact a safe work environment and the well-being of others including guests, suppliers and the public, as well as place WestJet's operations at risk. All roles that are identified as Safey-Sensitive are required to pass a Pre-Employment Alcohol and Drug Test as per WestJet's Alcohol and Drug Policy.

Our commitment to diversity, equity and inclusion

We embrace what makes each of us unique, and what makes us uniquely WestJet. We welcome diverse skills, experiences and backgrounds so if you're passionate about this role, we encourage you to apply – even if you don't meet every qualification listed. WestJet is committed to inclusiveness, equity and accessibility throughout the selection process. If you require accommodation at any stage, please contact our Talent Acquisition team at talent@westjet.com.

We value the time and effort you put into your application. Our recruitment process is highly competitive and while every applicant will receive communication regarding their application status, only those selected to move forward will be contacted with next steps. If this role isn’t the right fit, we encourage you to explore future opportunities with us.

For more information about everything WestJet, please westjet.com/aboutus.

If you wish to withdraw your application or request that your personal information be deleted, please contact us at talent@westjet.com.