Alaska Airlines names new Vice President of Brand & Marketing

Rhea-AI Summary

Alaska Airlines (ALK) has appointed Eric Edge as Vice President of Brand & Marketing for both Alaska Airlines and Hawaiian Airlines brands. Edge will oversee the marketing strategy for the combined airline's operations, focusing on delivering remarkable travel experiences while maintaining distinct brand identities.

Key initiatives for 2025 include launching new global routes from Seattle to Tokyo Narita (NRT) and Seoul Incheon (ICN), implementing a unified loyalty program, and introducing a premium credit card for global travelers. Edge, who joined Alaska Airlines in 2022 as managing director of marketing and advertising, has already contributed to increasing brand perception and achieving double-digit revenue growth in key markets.

The appointment supports Alaska Airlines' ongoing integration with Hawaiian Airlines, creating a dual-brand model with combined operations while preserving each airline's unique identity.

Positive

• Expansion into major Asian markets with new routes to Tokyo and Seoul
• Double-digit revenue growth achieved in key markets
• Strategic integration of Hawaiian Airlines expanding market presence
• Implementation of enhanced loyalty program and premium credit card

Negative

• None.

Industry Veteran Eric Edge to Lead Brand Strategy and Marketing for Combined Airline

SEATTLE, March 18, 2025 /PRNewswire/ -- Alaska Airlines today announced the appointment of Eric Edge as Vice President of Brand & Marketing for both the Alaska Airlines and Hawaiian Airlines brands. In this role, Edge will oversee the marketing strategy that will deliver on the combined airline's long-term vision of connecting guests to the world with a remarkable travel experience rooted in safety, care and performance.

This appointment comes as Alaska Airlines continues to advance its integration with Hawaiian Airlines, creating a first of its kind dual-brand model, with one combined operation, and expanding its position as Hawai'i's trusted airline. This move underscores Alaska Airlines' commitment to preserving the unique identities of both airlines while maximizing their combined strengths to deliver best-in-class experiences to guests.

Edge will be responsible for driving awareness and adoption of the combined airline's enhanced single loyalty program, premium product offerings and expansive global network. Key initiatives in 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 built for the global traveler, and managing an innovative dual brand approach for the combined 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 more than 20 years of experience in marketing, brand strategy and digital innovation, Edge brings unique expertise from leadership roles at Postmates/Uber, Pinterest, and Facebook/Instagram. Since joining Alaska Airlines in 2022 as managing director of marketing and advertising, he has led the transformation of Alaska's premium business strategy, successfully increasing brand perception and driving double-digit revenue growth in key markets. Edge studied political science at San Diego State University and began his career in aviation as a flight attendant.

About Alaska Air Group

Alaska Air Group, Inc. is based in Seattle and comprised of subsidiaries Alaska Airlines, Hawaiian Holdings, Inc., Horizon Air and McGee Air Services. With our recent acquisition of Hawaiian Airlines, we now serve more than 140 destinations throughout North America, Central America, Asia and across the Pacific. We are committed to safety, remarkable customer care, operational excellence, financial performance and sustainability. Alaska Airlines is a member of the oneworld Alliance. With oneworld and our additional global partners, our guests have more choices than ever to purchase, earn or redeem on alaskaair.com across 30 airlines and more than 1,000 worldwide destinations. Book travel throughout the Pacific on Hawaiian Airlines at hawaiianairlines.com. Learn more about Alaska Airlines at news.alaskaair.com and Hawaiian Airlines at newsroom.hawaiianairlines.com/blog. Alaska Air Group is traded on the New York Stock Exchange (NYSE) as "ALK."

 

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SOURCE ALASKA AIRLINES

FAQ

What new international routes is Alaska Airlines (ALK) launching in 2025?

Alaska Airlines is launching nonstop routes from Seattle to Tokyo Narita (NRT) and Seoul Incheon (ICN) in 2025.

How will Alaska Airlines (ALK) manage the Hawaiian Airlines merger integration?

Alaska Airlines will implement a dual-brand model with combined operations while maintaining distinct brand identities for both airlines.

What changes are coming to Alaska Airlines (ALK) loyalty program?

Alaska Airlines will launch a new unified loyalty program and premium credit card designed for global travelers.

What results has Eric Edge achieved at Alaska Airlines (ALK) since 2022?

As managing director of marketing, Edge led Alaska's premium business strategy transformation, improving brand perception and driving double-digit revenue growth in key markets.