Vice President of Marketing

Job Description:

This Is How We Fly
At JSX, we're not just a lifestyle carrier - we're a lifestyle employer. Here, entrepreneurship meets determination, and excellence is our standard. We believe that the journey is just as important as the destination, and every day, we strive to create a Joyful, Simple eXperience for our Customers. Join us, and find your runway to growth, innovation, and success.

About the Role
Reporting to the Chief Commercial Officer, the Vice President of Marketing owns the JSX brand and how our value proposition is communicated and delivered to Customers. You'll lead four interconnected marketing functions-Brand & Communications, Media & Acquisition, CRM & Retention, and Digital Product-with accountability for building the brand, driving demand, strengthening Customer loyalty, and optimizing the digital experience Customers use to book and engage with JSX.

This is an integrated marketing leadership role. You'll ensure brand strategy informs how we attract prospective Customers, that the same narrative carries throughout the Customer lifecycle, and that our digital product delivers on the promise at every touchpoint. From creative and performance marketing to Club JSX and the booking experience, you'll bring the entire marketing organization together around a cohesive strategy and shared commercial priorities.

Based at JSX Headquarters in Dallas, this role works in office 4+ days per week and partners extensively across the organization.

A Day in the Life
In this role, with your team, you'll:

Brand & Communications

• Own and evolve the JSX brand, including its positioning, core attributes, narrative, and execution across Customer touchpoints.
• Develop and manage the enterprise-wide marketing and commercial calendar, connecting campaigns, brand moments, partnerships, and activations to business priorities.
• Lead external communications across social media, influencer relationships, and public relations.
• Oversee creative production and manage both internal creative resources and external agencies, freelancers, and partners.
• Ensure the JSX brand is consistently expressed throughout physical Customer touchpoints, including lounges, signage, and other elements of the travel experience.
• Oversee partnerships, events, local field marketing, charitable initiatives, and corporate social responsibility efforts.
• Provide marketing support for B2B initiatives and Crewmember recruiting.

Media & Acquisition

• Lead full-funnel media strategy across brand and performance campaigns.
• Own performance marketing, media buying, and channel mix, continuously optimizing spend for acquisition efficiency and return on investment.
• Guide SEO, SEM, and emerging AI (GEO/AEO) search optimization strategies.
• Establish clear marketing analytics, attribution, and ROI reporting across channels.
• Own agency and media vendor relationships and ensure external partners deliver against JSX's strategic and commercial objectives.

CRM & Retention

• Lead email and SMS lifecycle strategies that improve sales, engagement, retention, and Customer lifetime value.
• Own Club JSX and guide the profitable growth and continued development of JSX's loyalty offering.
• Partner with IT to optimize the MarTech stack, maximizing results and efficiency while delivering personalization at scale.

Digital Product

• Own and optimize the end-to-end JSX digital Customer journey across the website and app, including booking, payment, communications, check-in, and day-of-travel experiences.
• Lead digital product and user experience strategy to improve conversion, transaction value, and ancillary sales.
• Oversee app and website marketing content and partner closely with IT to coordinate digital functionality and capability delivery.

Across all four functions, build, lead, and develop a high-performing marketing organization with clear ownership, strong functional leadership, and scalable processes.

Why You'll Love This Role

• Own the JSX Brand: Shape how JSX is positioned, communicated, experienced, and remembered across both digital and physical Customer touchpoints.
• Connect the Entire Customer Journey: Bring acquisition, brand, loyalty, retention, and digital product together rather than managing them as separate disciplines.
• Drive Commercial Growth: Directly influence Customer acquisition, retention, conversion, transaction value, and the profitable growth of Club JSX.
• Build What Comes Next: Help evolve JSX's marketing capabilities, digital experience, organizational structure, and approach to emerging channels like AI-driven search.
• Lead Across the Enterprise: Partner closely with Commercial Planning, Revenue Management, Customer Experience, Hospitality, Real Estate, Operations, Finance, IT, Corporate Soul, and executive leadership.
• Build a High-Performing Team: Develop strong leaders across each marketing discipline and create an organization capable of executing with both speed and consistency.

What Makes a Successful VP of Marketing?

We're looking for someone who is:

• Integrated: You naturally connect brand, acquisition, retention, loyalty, and digital product into one cohesive Customer and commercial strategy.
• Commercial: You understand the relationship between marketing investment and business performance and can defend decisions using acquisition cost, lifetime value, retention, conversion, and ROI.
• Customer-Obsessed: You understand that the brand is more than advertising. It is the promise Customers experience at every interaction with JSX. You root your thinking in Customer insights.
• Creative: You know how to build a compelling brand narrative and translate it into work that connects with Customers across channels and experiences.
• Analytical: You use data to evaluate performance, optimize investment, and make informed decisions without losing sight of the broader brand strategy.
• Collaborative: You build strong partnerships across functions and understand that the best marketing organizations operate at the center of the business rather than in a silo.
• Hands-On: You're a true player-coach who can set enterprise-level strategy while still diving into the details when the work requires it.
• Influential: You bring the executive presence to represent Marketing with senior leaders, Crewmembers in the field, agencies, partners, and external stakeholders.
• Entrepreneurial: You thrive in a fast-moving environment, create momentum, and inspire your team to approach growth opportunities with urgency and ownership.

Key Relationships

• Commercial Planning
• Revenue Management
• Customer Experience
• Hospitality
• Real Estate
• Operations
• Finance
• IT
• Corporate Soul (HR)
• External agencies

Required Experience

• 15+ years of progressive marketing leadership experience, including direct leadership of brand, performance/acquisition, and CRM/retention functions.
• Broad consumer marketing experience across multiple industries or categories, with experience in travel, hospitality, or another high-consideration consumer category especially relevant.
• Demonstrated experience defining and evolving brand positioning and narratives and translating them into execution across channels and Customer touchpoints.
• Strong direct-to-consumer experience spanning Customer acquisition, lifecycle marketing, loyalty, partnerships, and revenue growth.
• Experience driving Customer acquisition through a diverse mix of channels and sources while maintaining a consistently healthy acquisition funnel.
• Experience leading marketing within a highly digital, conversion-focused business as well as marketing physical products, services, or experiences.
• Experience managing internal creative/design resources as well as agencies, freelancers, and other external creative partners.
• Demonstrated success collaborating across functions including Revenue Management, Sales, Customer Experience, Technology, Finance, and Operations.
• Track record of building and scaling high-performing teams, including hiring into new roles and developing functional leaders.
• Experience managing significant marketing budgets and using acquisition cost, lifetime value, retention, conversion, and ROI data to guide and defend investment decisions.
• Executive-level communication and presentation skills with the ability to influence stakeholders across organizational levels.
• Ability and willingness to work from JSX Headquarters in Dallas, TX, 4+ days per week.

Preferred Experience

• Bachelor's degree in Marketing, Economics, Business, or a related field; MBA preferred.
• Experience overseeing digital product or e-commerce strategy alongside traditional marketing functions.

Benefits & Perks

• Health Benefits: New Crewmembers become eligible for coverage on the 1st of the month following the start date, with medical plans beginning at just $110/month. 100% employer-paid dental & vision, plus up to $2,100 annually for HSA contribution. Short-term and long-term disability coverage at no cost.
• Travel Benefits: Enjoy free non-revenue standby travel on JSX, plus deeply discounted standby travel on other major domestic and international airlines for you and your qualifying immediate family.
• 401(k) Match: 50% of your first 8%.
• Generous PTO: Take time to recharge with our flexible PTO plan.

Additional Information
May perform other responsibilities as assigned. Responsibilities and duties may change when circumstances dictate, including emergencies, changes in workload, rush jobs, technical developments, or evolving business needs.

JSX seeks to provide equality of opportunity in all aspects of employment and to ensure all personnel activities-including recruitment, selection, training, compensation, benefits, discipline, promotion, transfer, layoff, and termination-remain free of illegal discrimination and harassment based upon race, color, religion, sex, sexual orientation, gender identity, national origin, veteran status, disability status, or any other characteristic protected by law.

Ready to soar with us? Join JSX, where every day is a chance to be part of something eXtraordinary!

Compensation Range:
$202,000.0 - $252,500.0

JSX is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.