Director - Brand Marketing

Why Work for Frontier Airlines?  

At Frontier, we believe the skies should be for everyone. We deliver on this promise through our commitment to Low Fares Done Right. This is more than our tagline - it’s our driving philosophy. Every member of Team Frontier has an important role to play in bringing this vision to life.  Our successful business model allows travelers to take advantage of our fast-growing route network while our bundled and unbundled pricing options allow our customers to personalize their travel experience and only pay for the services they need – saving them money along the way. 

What We Stand For  

Low Fares Done Right is our mission and we strive to bring it to life every day.  Our ‘Done Right’ promise means delivering not only affordable prices, but making travel friendly and easy for our customers.  To do this, we put a great deal of care into every decision and action we take. We must be efficient with the use of our resources and make smart decisions about how we run our business. We must also innovate and be pioneers - we’re not afraid to try new things.  While our business requires us to fly high in the air, we also consider ourselves down-to-earth in our approach, creating a warm and friendly experience that truly demonstrates Rocky Mountain Hospitality.

Work Perks  

At Frontier, we like to think we’re creating something very special for our team members.  Work is why we’re here, but the perks are nice too:  

• Flight benefits for you and your family to fly on Frontier Airlines.
• Buddy passes for your friends so they can experience what makes us so great.
• Discounts throughout the travel industry on hotels, car rentals, cruises and vacation packages.
• Discounts on cell phone plans, movie tickets, restaurants, luggage and over 2,000 other vendors.
• Enjoy a ‘Dress for your Day’ business casual environment.
• Flexible work schedules that support work/life balance.
• Total Rewards program including a competitive base salary, short term incentives, long-term incentives, paid holidays, 401(k) plan, vacation/sick time and medical/dental/vision insurance that begins the 1^st of the month following your hire date.
• We play our part to make a difference. The HOPE League, Frontier Airlines’ non-profit organization, is dedicated to providing employees financial assistance during catastrophic hardship.

Who We Are    

Frontier Airlines is a leading ultra-low cost carrier headquartered in Denver, Colorado. With a mission to deliver Low Fares Done Right, the company provides affordable, convenient and accessible air travel throughout the U.S., Caribbean, Mexico and Latin America. Frontier’s highly fuel-efficient, all-Airbus fleet is among the youngest and most modern of any carrier within the U.S. That, combined with the airline’s many weight-saving initiatives and focus on operational efficiencies, makes Frontier America’s Greenest Airline.* Each Frontier Airlines plane tail features a special animal with a unique name and backstory. Many of the featured species are endangered or threatened, part of the airline’s commitment to underscore and raise awareness for their plight. Frontier serves approximately 100 destinations throughout North America and operates 500-plus daily flights, on average. The airline employs more than 7,000 team members and has crew bases in more than a dozen U.S. cities. Frontier Airlines., Inc., is a subsidiary of Frontier Group Holdings, Inc. (NASDAQ: ULCC).   

* Frontier is the most fuel-efficient of all major U.S. carriers when measured by ASMs per fuel gallon consumed.

What Will You Be Doing?

The Director of Brand Marketing leads the company’s efforts to bring new customers to Frontier, drive long-term brand equity, and lead a cross-functional integrated marketing discipline, aimed at growth. She/he/they will play a critical leadership role in shaping and leading the evolution of Frontier‘s brand and marketing strategy Balancing creativity with deep analytical skills, this role will collaborate with all aspects of the business to uncover insights and opportunities to develop and implement marketing and advertising strategies. This Director will oversee Frontier‘s Go-to-Market advertising, Direct Marketing, as well as our in-house creative teams. 

Essential Functions

• Lead the strategic development of both longer-term marketing campaigns as well as mobilization and execution of fast-paced, shorter term promotions to drive Frontier’s business
• Serve as a key senior leader in the building and evolution of Frontier’s brand strategy, in partnership with an external brand agency, establishing the brand architecture, positioning, design audience(s), and creative platforms forward.
• Lead and manage multiple team members, focused on campaigns and promotions, paid media, social media and partnerships, engagement marketing, and direct marketing (for example, email).
• Develop acquisition and growth strategies throughout the customer journey; from dreaming to purchase to flight to return, this role will leverage all marketing channels to engage customers every step of the way.
• Oversee marketing channels – paid media, social media, promotions, guerilla actions/events, and email, as well as marketing performance analytics. Guide execution teams while remaining plugged-in and able to quickly provide key updates to senior leadership on critical priorities.
• Create and lead marketing plans with a holistic and omnichannel approach including social, digital and traditional media, as well as Frontier-owned touchpoints such as website, app, email, inflight and at airport.
• Support the growth of the airline, by developing brand awareness and a growing customer base in key geographic markets. This includes domestic US markets, as well as Central America and the Caribbean.
• Produce a cadence of attention-grabbing events, promotions, and/or campaigns, that continue to bring Frontier into the spotlight in an innovative, cost-effective manner.
• Engage with key internal stakeholders and external partners to understand and support business goals and to execute strategies that achieve desired objectives.
• Own the relationship with our marketing and brand agencies as well as key media partners such as Google, Facebook and others. Collaborate with them to understand our needs and strategize to optimize efforts across campaigns.
• Bring new concepts to the table to trial, test and implement to always improve marketing efficiency and business goals.
• Analyze data to identify trends in overall campaigns performance, creative and audience A/B tests, promo impact, customer sentiment, and brand health and recognition.
• Provide marketing and commercial team leaders with reports and thoughtful insights into marketing campaign performance, creative, audiences, product development, promotions etc.
• Lead the execution of innovative media campaigns that reflects the brand while achieving business goals. This includes digital and print advertising, social media, airport signage, onboard products, OOH, radio, broadcast and various video formats.
• Collaborate with e Commerce team to improve brand and overall customer experience at every journey touchpoint.
• Collaborate with Corporate Communications team to maximize engagement and exposure through events, promotions and other campaign efforts.
• Ensure projects/campaigns are on message, on schedule and on budget.
• Identify and work with third party brands that align with Frontier to maximize company exposure, including tourism offices, destinations, airports, hotels, green brands, travel and entertainment product brands and third-party Frontier products.
• Collaborate with Analytics, Loyalty and Distribution teams to develop and leverage a customer-centric data strategy and platform that will manage customer life-cycle and first & third party data.
• Ability to adapt and/or create campaigns that resonate to various markets- U.S., Caribbean, and Central America.
• Manage the operating budget for the marketing department, ensuring strong communication across the team, Finance partners, and upwards as months close and/or priorities shift. 

Qualifications

• 10+ years of marketing experience, with at least 7 years focused experience on direct to consumer, digital marketing.
• Strong, proven experience in developing brand strategy from conception through creative territory identification and expression
• Experience building longer-term campaigns and plans, from monthly, to quarterly, annually, and/or multi-year vision
• Demonstrated ability to create and manage partnerships with both internal and external stakeholders to form collaborative and effective marketing campaigns.
• Experience with upper funnel earned media and brand building marketing campaigns and tactics. Also experienced in leading campaigns and program subscriptions.
• Experience managing both internal and outside agencies and vendors, with an annual budget accountability in excess of $5MM.
• Experience with paid and organic search, programmatic display, and paid social media channels and their platforms such as Facebook Business Manager, Google Analytics, Google AdWords.
• Experience analyzing, tracking, and building reports for digital marketing campaigns.
• Experience leading both Marketers as well as Creatives 

Knowledge, Skills and Abilities

• Strong understanding of creative systems and comfort in providing creative feedback and direction across multiple channels and touchpoints
• Comfortable receiving feedback and quickly change course based on business needs
• Team player who can work collaboratively with other departments, partners and marketers
• Must have excellent communication and interpersonal skills
• Must be self-motivated, self-starter, have a sense of urgency and extremely well-organized
• Ability to work with minimum supervision in a collaborative team environment
• Microsoft office product skills including Excel and PowerPoint
• Ability to meet deadlines while working in a fast-paced, changing environment
• Must exercise sound business judgment and handle confidential information with sensitivity
• Must be a team player with ability to work on several projects at a time
• Exceptional track record of leading teams and people, developing talent and fostering a culture of caring 

Equipment Operated

Standard office equipment, including PC, copier, fax machine, printer 

Work Environment

Typical office environment, adequately heated and cooled 

Physical Effort

Generally, not required.

Supervision Received

General Direction:  The incumbent normally receives little instruction on day-to-day work and receives general instructions on new assignments. 

Positions Supervised

• Sr. Manager, Creative
• Sr. Manager, Growth Marketing
• Sr. Manager, Direct Marketing
• Manager, Engagement Marketing
• Manager, Social Media & Partnerships

Salary Range Range: $137,643 - $182,696 DOE . Please note this posting will close on or before 3/31/2025. 

Workplace Policies

Disclaimer: The above statements are intended only to describe the general nature and level of work required of the referenced position; they are not intended to be an exhaustive list of all responsibilities, duties, and skills required of individuals in this position.  Please be advised that duties and expectations of this position may be subject to change.
 

Frontier Airlines, Inc. is an equal opportunity employer and, as such, is committed to providing equal employment opportunities to all qualified applicants without regard to race, color, religion, sex, national origin, age, marital status, veteran status, sexual orientation, gender identity or expression, disability status, pregnancy, genetic information, citizenship status or any other basis protected by federal, state, or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Frontier Airlines is a Zero Tolerance Drug-Free Workplace. All prospective DOT safety-sensitive employees are subject to pre-employment testing for the following drugs and their metabolites: Marijuana, Cocaine, Amphetamines, Opioids and Phencyclidine (PCP). Further, any DOT safety-sensitive job applicant who is found to have tested positive on any required drug or alcohol test at a former employer will be considered ineligible for employment with Frontier.

Colorado Residents: In any materials you submit, you may redact or remove age-identifying information such as age, date of birth, or dates of school attendance or graduation. You will not be penalized for redacting or removing this information.