Specialist, Service Activation
About the role
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. This position may be location in Montreal or Toronto. The Specialist, Service Activation is a vital connector within Air Canada’s service design ecosystem, working closely with Service Designers and CX leaders to bring our unique service approach, “Air Canada-ness”, to life. This role strategically embeds service rituals and signature behaviours into the employee experience across all branches, ensuring consistent reinforcement through learning, leadership engagement, and operational routines.
With enterprise-wide influence, the Specialist, Service Activation drives organizational change by translating service identity into actionable tools and experiences, shaping both employee engagement and customer experience at scale. By enabling the adoption and sustainment of service identity practices, this role amplifies the impact of the broader service design team and supports Air Canada’s ambition to become the world’s best airline.
Responsibilities
- Translate service identity and cultural rituals into actionable tools and experiences, ensuring strategic alignment and measurable impact across multiple branches and business units.
- Partner with trainers, facilitators, and leaders to embed rituals into learning programs, influencing organizational culture, employee engagement, and leadership behaviors.
- Design and lead activation experiences for groups not covered by HR programs, addressing complex needs and driving enterprise-wide adoption of service identity practices.
- Develop, implement, and continuously improve toolkits, playbooks, and job aids to support widespread adoption and sustainment of cultural rituals, ensuring scalability and consistency.
- Collaborate with CX Design, Brand, and Operations teams to ensure cross-functional alignment and seamless integration of service identity initiatives within the broader service design ecosystem.
- Facilitate high-impact workshops and immersion sessions, fostering innovation and deepening employee understanding of service identity and its role in customer experience.
- Lead integration of service identity into onboarding and leadership development programs, shaping long-term employee experience and reinforcing Air Canada’s brand values.
- Create and execute reinforcement strategies to sustain adoption, leveraging data-driven insights, sentiment analysis, and feedback mechanisms for continuous improvement.
- Maintain and enhance activation guidelines within the Service Design System, ensuring relevance, adaptability, and alignment with evolving business needs and strategic priorities.
- Establish strategic partnerships with Workforce Planning and HR Learning to drive organizational change, capability building, and operational excellence.
- Identify and address barriers to adoption in collaboration with local leaders, implementing targeted solutions to ensure successful integration and sustainment.
- Ensure emotional tone and safety standards are reflected in all activation initiatives, proactively managing risks, compliance, and employee well-being.
- Provide coaching and advisory support to leaders on embedding rituals, influencing leadership practices, team culture, and organizational alignment.
- Continuously evolve activation strategies based on feedback, data analysis, and emerging best practices, driving innovation and sustained impact across the organization.
Qualifications
- Bachelor’s degree in Organizational Development, Human Resources, Education, or a related field; certification in Facilitation, Change Management, or Learning & Development is an asset.
- 6–10+ years in Learning & Development, Service Design, or CX Enablement.
- Experience embedding cultural or behavioral frameworks.
- Strong facilitation and instructional design skills.
- Ability to translate abstract concepts into practical tools.
- Familiarity with adult learning principles and change management.
- Excellent communication and storytelling skills.
- Experience in operational or unionized environments is an asset.
- Strong collaboration and stakeholder management skills.
- Demonstrate punctuality and dependability to support overall team success in a fast-paced environment.
Conditions Of Employment Candidates must be eligible to work in the country of interest, at the time any offer of employment is made and seeking any required work permits/visas or other authorizations which may be required is the sole responsibility of the candidates applying for this position.
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.
About Air Canada
Canada's largest airline, the country’s flag carrier and a founding member of Star Alliance, the world's most comprehensive air transportation network celebrating its 25thanniversary in 2022, Air Canada provides scheduled passenger service directly to 51 airports in Canada, 51 in the United States and 86 internationally. It is the only international network carrier in North America to receive a Four-Star ranking from Skytrax, which in 2021 gave Air Canada awards for the Best Airline Staff in North America, Best Airline Staff in Canada, Best Business Class Lounge in North America, and an excellence award for its management of the COVID-19 pandemic.
**
Air Canada est la plus importante société aérienne du Canada, le transporteur national du pays et un membre cofondateur du réseau Star Alliance — le plus vaste regroupement mondial de sociétés aériennes, qui célèbre son 25e anniversaire en 2022. Les lignes passagers régulières d’Air Canada relient sans escale 51 aéroports au Canada, 51 aux États-Unis et 86 sur le reste du globe. En Amérique du Nord, Air Canada constitue le seul transporteur aérien d’envergure internationale offrant une gamme complète de services à détenir la cote quatre étoiles de Skytrax qui, en 2021, lui a décerné les prix Meilleur personnel au sol et à bord en Amérique du Nord, Meilleur personnel au sol et à bord au Canada, Meilleur salon de classe affaires en Amérique du Nord ainsi qu’un Prix d’excellence pour sa gestion de la pandémie de la COVID-19.
Specialist, Service Activation
About the role
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. This position may be location in Montreal or Toronto. The Specialist, Service Activation is a vital connector within Air Canada’s service design ecosystem, working closely with Service Designers and CX leaders to bring our unique service approach, “Air Canada-ness”, to life. This role strategically embeds service rituals and signature behaviours into the employee experience across all branches, ensuring consistent reinforcement through learning, leadership engagement, and operational routines.
With enterprise-wide influence, the Specialist, Service Activation drives organizational change by translating service identity into actionable tools and experiences, shaping both employee engagement and customer experience at scale. By enabling the adoption and sustainment of service identity practices, this role amplifies the impact of the broader service design team and supports Air Canada’s ambition to become the world’s best airline.
Responsibilities
- Translate service identity and cultural rituals into actionable tools and experiences, ensuring strategic alignment and measurable impact across multiple branches and business units.
- Partner with trainers, facilitators, and leaders to embed rituals into learning programs, influencing organizational culture, employee engagement, and leadership behaviors.
- Design and lead activation experiences for groups not covered by HR programs, addressing complex needs and driving enterprise-wide adoption of service identity practices.
- Develop, implement, and continuously improve toolkits, playbooks, and job aids to support widespread adoption and sustainment of cultural rituals, ensuring scalability and consistency.
- Collaborate with CX Design, Brand, and Operations teams to ensure cross-functional alignment and seamless integration of service identity initiatives within the broader service design ecosystem.
- Facilitate high-impact workshops and immersion sessions, fostering innovation and deepening employee understanding of service identity and its role in customer experience.
- Lead integration of service identity into onboarding and leadership development programs, shaping long-term employee experience and reinforcing Air Canada’s brand values.
- Create and execute reinforcement strategies to sustain adoption, leveraging data-driven insights, sentiment analysis, and feedback mechanisms for continuous improvement.
- Maintain and enhance activation guidelines within the Service Design System, ensuring relevance, adaptability, and alignment with evolving business needs and strategic priorities.
- Establish strategic partnerships with Workforce Planning and HR Learning to drive organizational change, capability building, and operational excellence.
- Identify and address barriers to adoption in collaboration with local leaders, implementing targeted solutions to ensure successful integration and sustainment.
- Ensure emotional tone and safety standards are reflected in all activation initiatives, proactively managing risks, compliance, and employee well-being.
- Provide coaching and advisory support to leaders on embedding rituals, influencing leadership practices, team culture, and organizational alignment.
- Continuously evolve activation strategies based on feedback, data analysis, and emerging best practices, driving innovation and sustained impact across the organization.
Qualifications
- Bachelor’s degree in Organizational Development, Human Resources, Education, or a related field; certification in Facilitation, Change Management, or Learning & Development is an asset.
- 6–10+ years in Learning & Development, Service Design, or CX Enablement.
- Experience embedding cultural or behavioral frameworks.
- Strong facilitation and instructional design skills.
- Ability to translate abstract concepts into practical tools.
- Familiarity with adult learning principles and change management.
- Excellent communication and storytelling skills.
- Experience in operational or unionized environments is an asset.
- Strong collaboration and stakeholder management skills.
- Demonstrate punctuality and dependability to support overall team success in a fast-paced environment.
Conditions Of Employment Candidates must be eligible to work in the country of interest, at the time any offer of employment is made and seeking any required work permits/visas or other authorizations which may be required is the sole responsibility of the candidates applying for this position.
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.
About Air Canada
Canada's largest airline, the country’s flag carrier and a founding member of Star Alliance, the world's most comprehensive air transportation network celebrating its 25thanniversary in 2022, Air Canada provides scheduled passenger service directly to 51 airports in Canada, 51 in the United States and 86 internationally. It is the only international network carrier in North America to receive a Four-Star ranking from Skytrax, which in 2021 gave Air Canada awards for the Best Airline Staff in North America, Best Airline Staff in Canada, Best Business Class Lounge in North America, and an excellence award for its management of the COVID-19 pandemic.
**
Air Canada est la plus importante société aérienne du Canada, le transporteur national du pays et un membre cofondateur du réseau Star Alliance — le plus vaste regroupement mondial de sociétés aériennes, qui célèbre son 25e anniversaire en 2022. Les lignes passagers régulières d’Air Canada relient sans escale 51 aéroports au Canada, 51 aux États-Unis et 86 sur le reste du globe. En Amérique du Nord, Air Canada constitue le seul transporteur aérien d’envergure internationale offrant une gamme complète de services à détenir la cote quatre étoiles de Skytrax qui, en 2021, lui a décerné les prix Meilleur personnel au sol et à bord en Amérique du Nord, Meilleur personnel au sol et à bord au Canada, Meilleur salon de classe affaires en Amérique du Nord ainsi qu’un Prix d’excellence pour sa gestion de la pandémie de la COVID-19.