Manager, Digital Product - Marketing Experience

Role overview

Strategy, roadmap, and outcomes

• Own product strategy and roadmaps for marketing experiences, marketer tools, and platforms.
• Own the home page and balance marketing, booking, and loyalty needs while measuring performance.
• Set discoverability strategy for Air Canada routes, deals, and content in search engines, AI assistants, and answer engines.
• Drive marketer self-service and set a staged, measurable plan for AI-guided campaign creation.
• Decide what to build, buy, or retire across the marketing stack with platform and technology partners.
• Build business cases and present investment recommendations to marketing, revenue, and technology leaders.
• Own adoption and time-saved results for marketer tools, and engagement, conversion, and revenue for customer experiences.
• Track search visibility, organic traffic and revenue, and how often AI assistants cite or recommend Air Canada content.
• Set measurable goals and report on them regularly; ensure experiments and personalization use sound measurement and decision rules.
• Champion quality, consistency, accessibility, consent, and measurement standards.

Leadership and delivery

• Lead, coach, hire, and develop a team of about eight product managers, technical product managers, and product owners.
• Define expectations by level, give regular feedback, manage vendor and partner product roles, clarify ownership, and remove blockers.
• Personally own early, undefined work such as AI-guided campaign creation until it can be handed to a team product manager.
• Manage relationships across Marketing, Brand, Revenue, Loyalty, and Digital; prioritize competing requests and explain trade-offs.
• Partner with engineering, design, data, and platform teams from discovery through production, coordinating booking, loyalty, and design-system dependencies.

Required qualifications

• Bachelor's degree in business, computer science, engineering, or a related field.
• 7+ years in product management, marketing technology, or digital experience, including at least 2 years leading product managers or product owners.
• Track record owning internal tools and customer-facing digital products with measurable results.
• Experience setting product strategy and multi-quarter roadmaps across several product areas.
• Working knowledge of marketing platforms and how content, customer data, personalization, and offers fit together.
• Experience with experimentation and optimization, including test design and interpreting results.
• Working knowledge of SEO, including technical SEO, structured data, content at scale, and AI search or answer-engine discoverability.
• Hands-on experience evaluating AI-assisted workflows; able to write specifications, build prototypes, and work in product tools.
• Experience managing senior stakeholders, hiring and coaching product people, and communicating clearly to executive audiences.

Assets

• Experience in airline, travel, loyalty, or large-scale consumer digital platforms.
• Experience managing vendor or partner delivery teams.
• Experience with content operations, digital asset management, or headless CMS programs.
• Experience evaluating AI-generated content.
• Experience with design systems and component governance.

Additional information