Alaska Airlines Names Derek Chang Managing Director of Brand Experience

May 27, 2015, 09:30 ET from Alaska Airlines

SEATTLE, May 27, 2015 /PRNewswire/ -- Alaska Airlines today named brand and product marketing expert Derek Chang its new managing director of brand experience. Chang will head Alaska's branding efforts at its airports, in its Board Rooms and onboard its planes, defining and executing how the brand comes to life for the airline's growing customer base.

Chang previously led marketing innovation at 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."

Alaska recently rolled out its Alaska Beyond inflight experience featuring: Alaska Beyond Entertainment direct to customer devices, which includes free video shorts from partners such as National Geographic as well as the option to purchase hit movies and TV shows and tablets for rent with movies, TV, Xbox games, music, digital magazines and easy Internet access when available; Alaska Beyond Comfort, with 110v and USB outlets at every seat for charging laptops, smartphones and tablets; and Alaska Beyond Delicious with food and beverages sourced with items from iconic Pacific Northwest brands such as Tom Douglas.

Chang holds a bachelor's degree from the University of British Columbia.
See Chang's profile at

Editor's note: A high resolution photo of Chang is available for download at:

Alaska Airlines, a subsidiary of Alaska Air Group (NYSE: ALK), together with its partner regional airlines, serves more than 100 cities through an expansive network in the United States, Canada and Mexico. Alaska Airlines ranked "Highest in Customer Satisfaction Among Traditional Carriers in North America" in the J.D. Power North American Airline Satisfaction Study for eight consecutive years from 2008 to 2015. Alaska Airlines' Mileage Plan also ranked "Highest in Customer Satisfaction with Airline Loyalty Rewards Programs" in the J.D. Power 2014 and 2015 Airline Loyalty/Rewards Program Satisfaction Report. For reservations, visit For more news and information, visit Alaska Airlines' newsroom at


SOURCE Alaska Airlines