VP Digital

Department: Digital & Marketing

Our Company Promise

We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.

Job Description:

The Vice President Digital sets the enterprise vision and strategy for Southwest’s Digital business, driving growth, revenue performance, and exceptional Customer experiences across the end-to-end digital journey. They’ll lead Digital with an eCommerce and P&L mindset, using data to optimize how Southwest merchandises and sells its products while establishing clear performance targets and accountability for business results. They’ll oversee Customer journey strategy, experience design, AI-enabled capabilities, and digital roadmaps while partnering closely with Technology and Commercial Leaders to translate innovation into scalable business value. The Vice President Digital brings deep eCommerce expertise, strategic vision, and data-driven Leadership to develop high-performing Teams, anticipate emerging trends, and shape the future of how Customers engage with Southwest.

Additional Details:

The culture of Southwest Airlines means we value the camaraderie, collaboration, and innovation that occurs when we come together and interact face-to-face at our vibrant Corporate Campus. Due to the nature of this role, you would be required to work from our Dallas, TX headquarters facility during business hours.

U.S. citizenship or current authorization to work in the U.S. required and no current or future work authorization sponsorship available.

Model the Southwest Way

Guide and lead Team Members using SWA talent management practices to coach, develop, and engage Employees

Adhere to Company Values and competencies to foster a Culture of inclusion, recognition, and support of a safe work environment

Invest in Leadership and self-growth through participating in continuous learning and development

Responsibilities

Develop and execute a comprehensive digital roadmap aligned with business goals

Develop digital strategy for digital platforms (e.g. web, mobile, inflight entertainment portal, kiosk)

Prioritize roadmap and enhancements for digital platforms to optimize revenue and enhance the Customer Experience

Utilize digital analytics and predictive indicators to drive strong business results

Oversee Digital Marketing analytics and optimize the e-Commerce purchase path and utilize A/B testing to improve conversion

Work with the Executive Management Team to define the corporate e-Commerce strategy

Understand key digital trends and competitive digital offerings, and position Southwest for success with new technologies

Develop, evaluate, and present business cases for new technology implementations

Use Customer insights and business performance data to drive business results and improve personalization

Act as a liaison to IT, internal teams, and third party vendors for development and maintenance of platforms

May perform other job duties as directed by Employee's Leaders

Knowledge, Skills and Abilities

Knowledge of Digital Experience, communication, and dissemination techniques and methods, including alternative ways to inform and entertain via written, oral, and visual media

Knowledge of design techniques, tools, and principles involved in the production of precision technical plans, Technology capacity, best digital and tech practices, and best digital models for bringing products to market

Knowledge of principles and methods for showing, promoting, and selling products or services, including marketing strategy and tactics, product demonstration, sales techniques, and sales control systems

Skilled in communication, both oral and written, with the ability to communicate large and complex issues in a structured and concise manner

Ability to think critically, plan strategically, and see the bigger picture across the Enterprise

Ability to lead and drive large business initiatives to completion

Ability to present with impact and influence Senior Leadership

Ability to establish and inspire trust within Team, Department, and Enterprise Partners

Ability to gain commitment to shared goals with peers, Team, and Department

Ability to establish and maintain effective working relationships with other departments in order to influence business decisions

Ability to demonstrate high emotional intelligence in various situations dealing with both internal and external resources

Ability to drive results, to bring others along and consistently produce top tier results

Ability to translate data into insights and effectively tell the story at an executive level

Ability to articulate a vision for alignment, including the strategic, long-term management of all resources

Ability to influence and lead change and initiatives cross-functionally Education

Required: High School Diploma or GED

Experience

Demonstrated experience leading multiple teams or functions through subordinate Leaders

Advanced level Business Acumen in functional area with understanding of broad business impacts

Expansive and far-reaching knowledge in:

Managing web and mobile eCommerce platforms

Running a major consumer e-Commerce platform

Leading large, strategic initiatives and developing business cases

Presenting to and working with executive level leadership

Leading change and leading initiatives cross-functionally

Licensing/Certification

N/A

Physical Abilities

Ability to perform work duties from [limited space work station/desk/office area] for extended periods of time

Ability to communicate and interact with others in the English language to meet the demands of the job

Ability to use a computer and other office productivity tools with sufficient speed and accuracy to meet the demands of the job

Other Qualifications

Must maintain a well-groomed appearance per Company appearance standards as described in established guidelines

Must be a U.S. citizen or have authorization to work in the United States as defined by the Immigration Reform Act of 1986

Must be at least 18 years of age

Must be able to comply with Company attendance standards as described in established guidelines

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Job Posting End Date

11/12/2026