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United Airlines Principal - Marketing Research and Insights in Chicago, Illinois

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The Marketing department works to ensure that the United experience, products and loyalty program are the best in the airline industry, and communicates these unique features to our millions of customers.

Job overview and responsibilities

The Principal role helps drive a structured and timely insights-driven approach to brand, marketing, and product strategy at United. Key responsibilities include structuring research and analysis to deliver actionable insights, managing external market research partners, managing projects involving multiple stakeholders from different divisions, and preparing executive communications to help socialize insights and recommendations. S/he will work closely with marketing leadership, business stakeholders, and agency partners to research, analyze, and craft the strategic intent for high visibility initiatives in the marketing communications, brand, and product marketing domains. This is a Manager-level role with no direct reports, and reports into a Senior Manager.

  • Provide strategy planning, analysis, and project management oversight for strategic initiatives involving Marketing & Product development

  • Oversee planning and execution of qualitative and quantative research projects, often managing agency resources

  • Lead adhoc analyses supporting key performance metrics, e.g. customer satisfaction and brand preference

  • Explore new avenues/tools for deepening our understanding of our customers and improving the impact of our marketing


  • Bachelors degree, equivalent work experience.

  • 3+ years of progressive work experience dealing with strategic planning, project management, analytical reasoning/critical thinking, and preparing polished executive-ready communications; demonstrated comfort consulting/advising for senior business stakeholders

  • Strong relationship building skills; ability to coordinate inputs/updates to projects across multiple departments

  • Ability to influence others in areas where you have no direct oversight

  • Extensive background Microsoft PowerPoint and Excel

  • Ability to manipulate large datasets and distill actionable insights

  • Basic knowledge of statistical analysis (e.g. regression) and financial analysis (e.g. NPV)

  • Must be legally authorized to work in the United States for any employer without sponsorship

  • Successful completion of interview required to meet job qualification

  • Reliable, punctual attendance is an essential function of the position


  • MBA, MA in Marketing Communications, coursework in Marketing Research.

  • Management consulting experience; experience working on marketing research and product development projects

  • Experience with Qualtrics and building surveys

  • Familiarity with dashboard/data visualization tools (e.g. Spotfire, Tableau)

  • Familiarity with SAS, R, and other statistical software packages

Equal Opportunity Employer – Minorities/Women/Veterans/Disabled/LGBT

Division: 50 Marketing

Function: Marketing / Loyalty / Mileage Plus / Alliances

Equal Opportunity Employer – Minorities/Women/Veterans/Disabled