New job at WestJet (via |

Head of Commercial

November 19 2019
Industries Airspace, Aviation, National Defence
Categories Sales, Business Development, Production, Operations, Quality, Safety, Trades, Technicians, Construction, Aerospace, Aviation, Airport, Professional and Administration Positions
Calgary, AB

Life at Swoop.

Life at Swoop.

When you work for Swoop, you’re a part of an entrepreneurial startup where nimble, bold, collaborative and digitally-focused are just a few of the words we use to summarize how we roll. Swoop is a wholly owned subsidiary of the WestJet Group (TSX: WJA) but make no mistake, we march to the beat of our own drum. At Swoop, our day-to-day operations are vastly different and deliberately separate, but carefully aligned to complement the big picture strategy of the group

Employer: Swoop Inc.

Address: 330, 4311 12th Street NE, Calgary Alberta T2E 4P9

Employment Type: Full-time permanent

Job Title: Head of Commercial

The role:

Reporting to the President and located in Calgary, Alberta; the Head of Commercial position is responsible for overall revenue performance of Swoop. This includes network and schedule planning, revenue management, sales, distribution, marketing, digital, product, ancillaries, Swoop Getaways and commercial systems. In this regard, the Head of Commercial is responsible for the continued development, implementation and execution of an integrated and cohesive revenue strategy for Swoop as a ULCC.

As a member of Swoop Senior Leadership team, this role actively contributes to the overall management of the organization by providing guidance and direction in the development and implementation of corporate strategies in support of Swoop’s vision – “To be Canada’s ultra-low fare airline of choice.”

Key Areas of Responsibility:

Key member of the Swoop Leadership Team (#SwoopExec)

  • Together with the President and Executive Leadership Team (ELT), shape the corporate strategy, annual and 5-year business plan and growth trajectory;
  • Oversee the continued design and implementation of a cohesive commercial strategy, fully aligned to the broader corporate strategy;
  • Oversee all revenue-related functions for the airline and hold ultimate responsibility for the revenue performance of Swoop;
  • Assist with the airline’s day-to-day operations as/when required.

Marketing and Digital

  • Oversee the development of Swoop’s corporate branding and execution plan;
  • Oversee the development of Swoop's advertising strategy and marketing communications program in existing and new markets;
  • Champion the digital focus at Swoop, to transform and personalize the Traveller experience at every touch point along their journey;
  • In close collaboration with the Head or People, Workplace and Technology, lead the long-term strategic planning for all future initiatives and existing digital platforms, including, Swoop Getaways and Mobile.

Sales and Distribution

  • Oversee the continued development and execution of Swoop's sales programs to maximize penetration of target segments, including setting aggressive annual revenue targets by market and channel of distribution. Continually monitor revenue performance against targets, taking proactive steps to address projected shortfalls;
  • Oversee the distribution function, ensuring Swoop maintains a highly effective customer relationship management and online distribution presence through 3rd parties including Expedia, Google etc.;
  • Ensure sustained tracking of major accounts (travel agents, wholesalers and tour operators) and provide measurable ROI on account activity;
  • Anticipate and proactively address marketplace movements in volume, mix, yield or channel emphasis.

Revenue Management

  • Oversee the revenue management function, including pricing and yield management, ensuring Swoop maintains a market-responsive and customer-centric approach;
  • Optimize the airline's profitability through the deployment of progressive revenue management practices;
  • Maintain currency on state-of-the-art and leading-edge technology, programs and processes for improved pricing and yield management.

Network Planning

  • Lead the continued development of the airline's network growth strategy with oversight of the network planning function. Identify and introduce new routes, leading the evaluation, selection and integration into the network;
  • Develop and update the current and long-range fleet plan, maximizing airline profitability through the deployment of fleeting tools to ensure optimal aircraft allocation. Develop aircraft allocation plans aligned to both commercial and operational requirements.

Swoop Getaways

  • Provide oversight and guidance to Swoop Getaways to deliver financial results;
  • Drive the strategic growth of Swoop Vacations to support Swoop's growing domestic, transborder and international network.

Product and Ancillaries

  • Oversee optimization of “core” ancillary products of bags and seats;
  • Implement negotiated partnerships with insurance, hotels, tour operator, car rental and bus companies;
  • Ensure quality airline experience commensurate with ULCC market positioning and an ongoing low-cost structure;
  • Monitor competitive activity with respect to products and services, including related customer offerings, so as to respond, when appropriate, through product and service changes.

Commercial Systems

  • Oversee management of core reservations systems, Navitaire;
  • Ensure contract reflects business model and initiatives Swoop is undertaking.


  • Hold overall accountability for the revenue performance of the company (Base fare and ancillaries);
  • Develop and ensure achievement of Commercial revenue and cost budgets including close co-ordination of activity with other key departments where appropriate;
  • Keep a strong control on the product spend to maximize revenue opportunity and improve profitability.


  • Manage and lead a team, priorities and workloads to ensure the Commercial function operates at maximum efficiency within deadlines;
  • Delegate appropriate responsibility for the provision of Commercial outcomes while retaining overall accountability for the delivery;
  • Ensure team members have clearly defined goals and measures to track success;
  • Provide effective coaching, training and be a role model and inspirational leader for the team and across Swoop;
  • Consistently strive to improve teams’ processes, gain efficiencies and drive value.

Professional Experience and Qualifications:

  • Minimum 5 years’ Senior Commercial aviation leadership experience, ideally across the various commercial dimensions - Network planning, scheduling, pricing/revenue management, distribution, marketing and ancillary revenue;
  • Ideally, experience in a start-up or near start up context, and therefore the wherewithal to handle all the challenges and "hands-on" requirements of such an activity.
  • Experience as a senior executive/leadership with the ability, willingness and humility to "roll up their sleeves" as needed;
  • A track record of generating profitable revenue growth, with accountability for a P&L, leading an airline to profitable growth through the execution of a complex commercial strategy;
  • Experience across a variety of geographic, cross-border markets characterized by overcapacity, competitive pricing and aggressive marketing practices;
  • Strong business and financial acumen, ideally complemented by experience in functions such as Finance or Operations;
  • Experienced with delivering presentations to Board of Directors and other senior parties including but not limited to government entities and airport authorities;
  • Experienced representing the organization to internal and external constituents, including but not limited to media, partners and vendors, employee associations and community groups;
  • Has demonstrated the ability to identify, attract, develop and retain top talent, maintaining strong engagement across high performing teams. Actively contributes to talent management and succession planning programs;
  • Exudes high integrity and strong ethics; pre-disposed to Swoop's core values and culture;
  • Comfortable leading in an employee-centric corporate environment; a visible and accessible leader of people as well as a domain expert;
  • Strong oral & written communicator with the ability to communicate complex concepts simply;
  • As a solutions-oriented leader, fosters a culture of creativity, innovation, common sense and proactivity.


  • A post-secondary undergraduate degree in a relevant field is required, preferably complemented by an MBA or related graduate degree.

A competitive compensation package will be negotiated based on experience and qualifications with a base salary in excess of $162,500 annually. This position is eligible for annual compensation reviews and potential increases in excess of 2% of compensation, and a performance bonus as per Swoop’s compensation policy. This position has the option to participate in the WestJet savings plan where by Swoop will match up to 10% of their base salary contribution. Swoops Total Rewards program also includes the following: extended health, emergency travel medical, dental, vision, short-term disability (STD), long-term disability (LTD), life insurance, accidental death and dismemberment (AD&D).

In addition to your online submission to express interest or for more information please contact Laurie Cato at #330 4311 12th Street NE Calgary AB, 403.444.2360.

What about the Benjamin’s?

At Swoop, we’re committed to offering a fair and competitive total compensation package that starts with a solid base salary, and complemented by perks like performance based profit sharing, a company-matched savings plan, flexible group benefits and of course, flight privileges.

We celebrate differences and diversity.

Swoop is an equal-opportunity employer, and our workplace culture is one where diversity and differences are embraced, appreciated and celebrated. We do not discriminate based upon race, religion, colour, national or ethnic origin, sex, sexual orientation, gender, gender identity, gender expressions, transgender status, marital or family status, disability, age or convictions for which a pardon has been granted.

Apply now!