#United States #Seattle #Alaska Airlines #Hawaiian Airlines #Eric Edge

Alaska Airlines Names Eric Edge Vice President of Brand & Marketing

In a significant move reflecting its commitment to brand growth and customer experience, Alaska Airlines has appointed Eric Edge as the new Vice President of Brand and Marketing for both Alaska Airlines and Hawaiian Airlines. Announced on March 18, 2025, this appointment comes as part of Alaska Airlines' ongoing integration with Hawaiian Airlines. This strategic alignment aims to meld the identities and strengths of both airlines into a cohesive brand experience for customers.

Eric Edge, who joined Alaska Airlines in 2022, brings over two decades of extensive experience in marketing, brand strategy, and digital innovation. Prior to his tenure at Alaska, Edge held notable leadership positions at Postmates/Uber, Pinterest, and Facebook/Instagram. Under his leadership as Managing Director of Marketing and Advertising, he made significant strides in transforming Alaska's premium business strategy. This transformation resulted in enhanced brand perception and notable revenue growth in competitive markets.

A New Era of Marketing Strategy

In his new role, Edge will be charged with implementing an intricate marketing strategy designed to fulfill the long-term vision of enhancing the travel experience for guests. He will focus on three core areas: promoting a seamless customer experience across both airlines, boosting awareness of an enhanced single loyalty program, and expanding the combined airline's global network.

The move to a dual-brand model is a pioneering approach in the aviation industry, blending the strengths of both airlines while preserving their unique identities. Edge's responsibility will involve driving customer engagement through marketing initiatives that resonate with the expectations of modern travelers.

As part of its 2025 initiatives, Alaska Airlines plans to launch new global routes from Seattle to Tokyo's Narita Airport and Incheon in Seoul. This effort will expand the airline's footprint in the Asia-Pacific region. Alongside route expansion, the introduction of a new unified loyalty program and premium credit card specifically geared towards globetrotters are key objectives aimed at enhancing customer loyalty and satisfaction.

Leadership Insights

Andrew Harrison, Chief Commercial Officer at Alaska Airlines, expressed confidence in Edge’s capabilities. He stated, “We’re focused on strengthening the commercial levers that drive the greatest guest satisfaction, and ultimately loyalty. Eric’s proven leadership and strategic approach to building brands make him the ideal choice to guide our marketing efforts.” Harrison's remarks underscore the airline's commitment to improving customer satisfaction – an essential aspect of driving brand loyalty and profitability.

Edge’s background and experience within the aviation sector began on the ground level as a flight attendant, giving him unique insights into the customer experience. This perspective will undoubtedly influence his approach to enhancing the airlines' brand strategies.

Alaska Air Group Overview

Alaska Air Group Inc., based in Seattle, operates Alaska Airlines, Hawaiian Holdings, Horizon Air, and McGee Air Services. Following the acquisition of Hawaiian Airlines, Alaska Airlines now serves over 140 destinations across North America, Central America, Asia, and the Pacific. Committed to operational excellence and customer care, Alaska Airlines recently joined the oneworld Alliance, offering travelers more choices and flexibility in planning their journeys.

As Alaska Airlines embarks on this exciting chapter under Eric Edge’s leadership, it aims to solidify its position as a trusted airline in the market, promising an unwavering commitment to safety, sustainability, and superior customer experiences. With a clear vision and a strategic leader at the helm, Alaska Airlines is poised for remarkable growth.