Manager, Digital Product - Marketing Experience

Being part of Air Canada is to become part of an iconic Canadian symbol, recently ranked the best Airline in North America. Let your career take flight by joining our diverse and vibrant team at the leading edge of passenger aviation.

Air Canada is seeking a Manager, Product to lead the Marketing Tools & Experiences stream.

You will own two things. What customers see: the home page, marketing across our digital channels, campaign pages, deals, and search. And what marketers work in: the tools they use to build pages, manage content, and set up offers.

This is a player-coach role. You will lead a team of product people and still do product work yourself.

You will be the product partner to senior leaders in Marketing, Brand, and Revenue. You will turn what they need into a clear roadmap, say no when it matters, and show the value of what the team ships in business terms.

AI is part of how this stream works. You will own the vision for AI-guided campaign creation and marketer self-serve. The goal is that marketers can plan, build, and launch good work with less hand-off and less waiting.

Strategy and roadmap

• Own the product strategy and roadmap for marketing experiences, marketer tools, and marketer platforms.
• Own the home page. Decide what earns space on it, balance marketing, booking, and loyalty needs, and measure how it performs.
• Own the discoverability strategy. Make sure customers find Air Canada's routes, deals, and content in search engines and in AI assistants and answer engines.
• Define and drive the marketer self-serve strategy. Reduce the manual steps between an idea and a live campaign.
• Set the vision for AI-guided campaign creation, and turn it into a staged plan with clear proof points.
• Decide what to build, buy, or retire across the marketing stack, together with platform and technology partners.
• Build business cases and present investment recommendations to marketing, revenue, and technology leadership.

Outcomes

• Own the stream's results: adoption and time saved for marketer tools, and engagement, conversion, and revenue for customer experiences.
• Track organic performance: search visibility, organic traffic and revenue, and how often AI assistants cite or recommend Air Canada content.
• Set measurable goals for each product area, and report on them on a regular cadence.
• Make sure experimentation, personalization, and optimization are run with sound measurement and clear decision rules.
• Champion standards for quality, consistency, accessibility, consent, and measurement across everything the stream delivers.

People leadership

• Lead, coach, and develop a team of about eight product managers, technical product managers, and product owners.
• Hire to grow the PM bench. Define what good looks like at each level, and give direct, regular feedback.
• Manage vendor and partner product roles, with clear ownership and accountability.
• Keep ownership clear across product areas, so each part of the portfolio has one accountable owner.
• Remove blockers and protect the team's focus.
• Work as a player-coach. Personally own the early, undefined work, such as AI-guided campaign creation, until it is ready to hand to a PM on the team.

Stakeholders and delivery

• Manage senior relationships across Marketing, Brand, Revenue, Loyalty, and Digital.
• Balance competing requests into one prioritized roadmap, and explain the trade-offs openly.
• Partner with engineering, design, data, and platform teams to move work from discovery to production.
• Coordinate dependencies with adjacent product streams, including booking, loyalty, and the shared design system.

Qualifications

• Bachelor's degree in business, computer science, engineering, or a related field.
• 7+ years in product management, marketing technology, or digital experience, with at least 2 years leading product managers or product owners.
• A track record of owning both internal tools and customer-facing digital products, with measurable results in each.
• Experience setting product strategy and a multi-quarter roadmap across several product areas.
• Strong working knowledge of marketing platforms, such as Adobe Experience Platform and Adobe Experience Manager, and how content, customer data, personalization, and offers fit together.
• Experience with experimentation and optimization programs, including test design and reading results.
• Working knowledge of SEO, including technical SEO, structured data, and content at scale, plus a point of view on how AI search and answer engines change discoverability (GEO).
• Hands-on experience with AI-assisted workflows, and the judgment to evaluate them properly before scaling them.
• Still hands-on. Comfortable writing specs, building prototypes, and working in the tools yourself, while leading a team. Candidates will be asked to walk through something they built recently.
• Experience managing senior stakeholders and influencing decisions without direct authority.
• Experience hiring, coaching, and developing product people.
• Clear written and spoken communication, including 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, DAM, or headless CMS programs.
• Experience with evaluation methods for AI-generated content.
• Experience with design systems and component governance.

Conditions of Employment

Candidates must be eligible to work in the country of interest at the time any offer of employment is made and are responsible for obtaining any required work permits, visas, or other authorizations necessary for employment. Prior to their start date, candidates will also need to provide proof of their eligibility to work in the country of interest.

Linguistic Requirements

Based on equal qualifications, preference will be given to bilingual candidates.

Diversity and Inclusion

Air Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success.

As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve.

Air Canada thanks all candidates for their interest; however only those selected to continue in the process will be contacted.