June 8, 2015 – Alaska Airlines has named brand and product marketing expert Derek Chang as its new managing director of brand experience. Chang will head Alaska’s branding efforts at its airports, onboard its aircraft, and even in its board rooms, defining and executing brand experience and perception.
Chang previously led marketing innovation at coffee giant Starbucks, where he developed its rewards program and digital innovation strategy for its consumer packaged goods business. Prior to that he spent 11 years at T-Mobile serving as senior director of customer loyalty, developing a customer resource management blueprint to enhance customers’ brand experience; as director of sponsorships, promotions and entertainment marketing leading major sports and entertainment partnerships; and director of digital marketing, among other roles. Prior to T-Mobile, Chang served in brand management for Unilever Canada.
“Derek is an expert at not only connecting with customers in innovative ways, but also leveraging customer feedback to differentiate and drive continuous improvement,” said Sangita Woerner, the airline’s vice president of marketing. “He will help us further showcase Alaska as the customer-obsessed leader in the airline industry.”