Washingtoner - Alaska Airlines names new Vice President of Brand & Marketing

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SEATTLE, March 18, 2025 ~ Alaska Airlines has announced the appointment of Eric Edge as the new Vice President of Brand & Marketing for both the Alaska Airlines and Hawaiian Airlines brands. In this role, Edge will be responsible for overseeing the marketing strategy that will bring to life the combined airline's long-term vision of providing a remarkable travel experience rooted in safety, care, and performance.

This appointment comes at a crucial time as Alaska Airlines continues to integrate with Hawaiian Airlines, creating a unique dual-brand model with one combined operation. This move highlights Alaska Airlines' commitment to maintaining the distinct identities of both airlines while leveraging their combined strengths to deliver top-notch experiences to their guests.

Edge's main responsibilities will include driving awareness and adoption of the combined airline's enhanced single loyalty program, premium product offerings, and expansive global network. Some key initiatives planned for 2025 include launching a new global gateway from Seattle with nonstop routes to Tokyo Narita (NRT) and Seoul Incheon (ICN), introducing a single loyalty program and premium credit card designed for global travelers, and managing an innovative dual-brand approach for the combined airline.

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Andrew Harrison, executive vice president and chief commercial officer at Alaska Airlines, expressed his confidence in Edge's abilities by stating, "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 as we continue to elevate the travel experience for our guests and drive healthy revenue growth."

With over 20 years of experience in marketing, brand strategy, and digital innovation, Edge brings a wealth of knowledge from his previous leadership roles at Postmates/Uber, Pinterest, and Facebook/Instagram. Since joining Alaska Airlines in 2022 as managing director of marketing and advertising, he has successfully led the transformation of Alaska's premium business strategy. Under his leadership, there has been an increase in brand perception and double-digit revenue growth in key markets. Edge holds a degree in political science from San Diego State University and began his career in aviation as a flight attendant.

In his new role, Edge will play a crucial role in shaping the future of Alaska Airlines and Hawaiian Airlines as they continue to expand their position as Hawai'i's trusted airline and provide unparalleled travel experiences for their guests.

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