A reader tweeted,
Indeed, Delta’s job postings include a listing for “General Manager, SkyMiles Strategy & Analysis” …
It’s understandable that someone might think, ‘they’re looking for someone to come up with a new strategy’ since the current the current strategy of slipping in changes and hoping that members don’t notice or don’t know the difference is so ill-advised.
Indeed, the way I’d sum up Delta’s moves over the past year is that they seem to believe the old adage ‘no one has ever gone bankrupt by underestimating the American people.’ They believe their customers can’t do math, don’t pay attention, and won’t know the difference if they’re continually less rewarding than their competitors.
The reasons to fly Delta, though, remain the same.
I’m going to suggest though that attempts to read tea leaves at Virginia Avenue through this job posting are ill-advised.
- SkyMiles has a new Vice President who started last month
- Delta’s Executive Vice President and Chief Revenue Officer Glen Hauenstein remains in place.
- This new position isn’t as lofty as the title “General Manager” might suggest. It doesn’t report, even, to the head of SkyMiles. Instead,
This position will report to Ed Smith, Director – SkyMiles Program
(Although I ‘get’ how bizarre it is that the Director of SkyMiles isn’t actually the person in charge of SkyMiles — corporatespeak! — let alone that the General Manager reports to the Director.)
Here’s a key function for this position:
Recommends strategy and tactics for program improvements that reduce cost, increase customer retention and contribute to Delta’s overall customer value proposition
They aren’t being charged with recommending a strategy for increased investment in the program.
If you think you have a degree in Business, Finance, Marketing, Management, or related field and 8 years’ experience in a corporate Marketing, Consulting, Management or Finance environment, and you think you have what it takes you just might be the next General Manager – SkyMiles Strategy & Analysis…
What would you do in this role?