Alaska Airlines has appointed Eric Edge as Vice President of Brand & Marketing for both Alaska Airlines and Hawaiian Airlines. In his new position, Edge will lead the marketing strategy to fulfill the long-term goals of the combined airline, focusing on delivering exceptional travel experiences that emphasize safety, care, and high performance while connecting passengers worldwide.
This announcement comes as Alaska Airlines further integrates Hawaiian Airlines, creating a groundbreaking dual-brand model with a unified operation. The move strengthens Alaska Airlines’ position as Hawai’i’s preferred carrier, highlighting its dedication to preserving the distinct identities of both brands while leveraging their strengths to offer top-tier service to travelers.
Edge’s responsibilities will include increasing awareness and engagement with the enhanced loyalty program, premium offerings, and the airline’s growing global network. Major initiatives for 2025 will involve launching new nonstop routes from Seattle to Tokyo Narita (NRT) and Seoul Incheon (ICN), introducing a comprehensive loyalty program and premium credit card tailored for international travelers, and overseeing the innovative dual-brand strategy for the unified airline.
“We’re focused on strengthening the commercial levers that drive the greatest guest satisfaction, and ultimately loyalty,” said Andrew Harrison, executive vice president and chief commercial officer, Alaska Airlines. “Eric’s proven leadership and strategic approach to building brands make him the ideal choice to guide our marketing efforts as we continue to elevate the travel experience for our guests and drive healthy revenue growth.”
With over two decades of experience in marketing, brand strategy, and digital innovation, Edge brings a wealth of knowledge from his leadership positions at Postmates/Uber, Pinterest, and Facebook/Instagram. After joining Alaska Airlines in 2022 as managing director of marketing and advertising, he spearheaded the evolution of the airline’s premium business strategy, enhancing brand perception and achieving significant double-digit revenue growth in critical markets. Edge holds a degree in political science from San Diego State University and started his career in aviation as a flight attendant.
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