<p><b>Department:</b></p>Loyalty<p></p><p></p><p><b>Our Company Promise</b></p><p><br />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.</p><p></p><p></p><p><b>Job Description:</b></p><p><span style="color:#000000">The Director Loyalty Member Engagement Strategy Leads the development of lifecycle and engagement strategies that grow the value of Southwest’s Rapid Rewards membership base. They’ll shape and optimize Customer journeys from onboarding and early engagement through tier progression and win-back, using data and member insights to increase engagement, card spend, and Customer lifetime value. They’ll partner across Loyalty, Marketing, Digital, Technology, Analytics, Credit Card, and Commercial Teams to translate insights into measurable digital experiences and business outcomes. The Director Loyalty Member Engagement Strategy leverages strong Leadership, analytical, and Customer journey expertise to build new capabilities, influence cross-functional priorities, and shape the future of the Rapid Rewards program.</span></p><br /><p style="color:!important"><span style="color:#242424">Additional Details</span></p><ul><li><span style="color:#000000">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. </span></li><li><span style="color:#000000">U.S. citizenship or current authorization to work in the U.S. required and no current or future work authorization sponsorship available. </span></li></ul><br /><p style="color:!important"><span style="color:#000000">We’re committed to fair hiring practices and to making employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, age, military or veteran status, disability, genetic information, or other legally protected characteristics. </span></p><br /><p><span style="color:#212529">Model the Southwest Way</span></p><ul><li><span style="color:#212529">Guide and lead Team Members using SWA talent management practices to coach, develop and engage Employees</span></li><li><span style="color:#212529">Adhere to Company values and competencies to foster a Culture of inclusion, recognition, and support of a safe work environment</span></li><li><span style="color:#212529">Invest in Leadership and self-growth through participating in continuous learning and development</span></li></ul><br /><p><span style="color:#212529">Responsibilities</span></p><ul><li><span style="color:#212529">Architect strategy and implement and scale end-to-end member journeys across all digital and physical touchpoints to drive onboarding, tier progression, active engagement, and churn prevention</span></li><li><span style="color:#212529">Define the offer architecture strategy and promotion calendar by designing dynamic, high-converting offer structures tailored to specific member cohorts</span></li><li><span style="color:#212529">Liaison and partner with CX, Marketing, Technology and Digital teams to deploy predictive "next-best-action" models and real-time trigger rules that deliver effective, margin-accretive offers across app, email, SMS, and web channels</span></li><li><span style="color:#212529">Hold full accountability for core Loyalty lifecycle KPIs, including active member growth, retention rate, tier migration velocity and Customer Lifetime Value (LTV)</span></li><li><span style="color:#212529">Establish rigorous A/B and multivariate testing frameworks to measure true incrementality, campaign ROI, and margin lift across all engagement initiatives</span></li><li><span style="color:#212529">Collaborate with business partners to build roadmap integrations for the Marketing and Loyalty tech stack in close coordination with Technology Leaders</span></li><li><span style="color:#212529">Align cross-functional Marketing and Digital design teams to deliver consistent brand messaging, dynamic content assets, and friction-free user experiences</span></li><li><span style="color:#212529">Partner across the Enterprise to embed Loyalty mechanics, real-time status tracking, and personalized redemption features directly into native mobile app and web customer flows</span></li><li><span style="color:#212529">May perform other job duties as directed by Employee's Leaders</span></li></ul><br /><p><span style="color:#212529">Knowledge, Skills and Abilities</span></p><ul><li><span style="color:#212529">Deep knowledge and understanding of the drivers of loyalty, tier psychology, habits formation, and mechanics of member retention vs. churn across different customer cohorts</span></li><li><span style="color:#212529">In-depth knowledge of modern loyalty tech stacks, including Customer Data Platforms (CDPs), marketing automation engines and real-time event-driven decision-making architectures</span></li><li><span style="color:#212529">Knowledge and understanding of unit economics, point valuation, liability accounting, cost-of-redemption models, and how lifecycle engagement directly impacts long-term customer profitability</span></li><li><span style="color:#212529">Ability to translate high-level commercial strategies into technical requirements for digital, technology and product Teams</span></li><li><span style="color:#212529">Skilled in building consensus across Matrixed organizations (balancing business revenue goals with tech debt, digital UX design constraints, and marketing calendars)</span></li><li><span style="color:#212529">Ability to synthesize complex datasets into clear operational narratives, and actionable C-suite presentations</span></li><li><span style="color:#212529">Skilled in leveraging customer data and advanced analytics, including cohort analysis, customer lifetime value (LTV) forecasting, and churn modeling, to identify growth opportunities, inform business strategy, and develop targeted lifecycle engagement strategies</span></li><li><span style="color:#212529">Proven ability to translate customer insights into actionable acquisition, activation, retention, and loyalty strategies, partnering with cross-functional stakeholders to activate, execute, and optimize customer campaigns across channels</span></li><li><span style="color:#212529">Skilled in designing and optimizing personalized customer journeys across digital and physical touchpoints to improve engagement, loyalty, and long-term customer value</span></li><li><span style="color:#212529">Skilled in designing, executing, and evaluating complex experimentation frameworks, including A/B, multivariate, and holdout testing, to measure incremental impact and optimize customer engagement investments.</span></li><li><span style="color:#212529">Ability to architect multi-year member lifecycle roadmap</span></li></ul><p><span style="color:#212529">Education</span></p><ul><li><span style="color:#212529">Required: High School Diploma or GED</span></li></ul><br /><p><span style="color:#212529">Experience</span></p><ul><li><span style="color:#212529">Demonstrated experience in directly or indirectly leading team(s)</span></li><li><span style="color:#212529">Advanced level Business Acumen in functional area</span></li><li><span style="color:#212529">Seasoned and specialized knowledge in: Leading and managing large-scale B2C loyalty programs, lifecycle marketing, or customer retention strategy within Travel, Hospitality, Retail, E-commerce or Financial Services/Fin Tech. Demonstrated quantitative mastery with deep fluency in financial modeling, data analytics, cohort tracking, and testing methodologies, scaling enterprise Customer Data Platforms (CDPs) and automated journey orchestration engines</span></li><li><span style="color:#000000">Preferred: Travel, hospitality, airline, or loyalty industry experience</span></li><li><span style="color:#000000">Preferred: Adobe Analytics experience</span></li><li><span style="color:#000000">Preferred: Experience with marketing technology stacks and activation platforms</span></li><li><span style="color:#000000">Preferred: Experience in Customer segmentation strategy</span></li><li><span style="color:#000000">Preferred: Experience in rewards, membership, or subscription programs</span></li><li><span style="color:#000000">Preferred: Knowledge of loyalty economics</span></li><li><span style="color:#000000">Preferred: Knowledge in data analytics, marketing, busines</span></li></ul><p style="color:!important"><span style="color:#000000"><br /></span></p><p><span style="color:#212529">Licensing/Certification</span></p><ul><li><span style="color:#212529">N/A</span></li></ul><br /><p><span style="color:#212529">Physical Abilities</span></p><ul><li><span style="color:#212529">Ability to perform work duties from [limited space workstation/desk/office area] for extended periods of time</span></li><li><span style="color:#212529">Ability to communicate and interact with others in the English language to meet the demands of the job</span></li><li><span style="color:#212529">Ability to use a computer and other office productivity tools with sufficient speed and accuracy to meet the demands of the job</span></li></ul><br /><p><span style="color:#212529">Other Qualifications</span></p><ul><li><span style="color:#212529">Must maintain a well-groomed appearance per Company appearance standards as described in established guidelines</span></li><li><span style="color:#212529">Must be a U.S. citizen or have authorization to work in the United States as defined by the Immigration Reform Act of 1986</span></li><li><span style="color:#212529">Must be at least 18 years of age</span></li><li><span style="color:#212529">Must be able to comply with Company attendance standards as described in established guidelines</span></li></ul><br /><p>Competitive market salary from $187,750.00 per year to $206,400.00 per year* depending on qualifications and experience. </p><br /><p>For eligible Leadership and individual contributor roles, additional bonus opportunities are available and awarded at the discretion of the Company.</p><br /><p>Benefits you’ll love: </p><p>• Fly for free, as a privilege, on any open seat on all Southwest flights (your eligible dependents too) </p><p>• Southwest will help fund your Retirement Savings Plan, which includes a dollar for-dollar 401(k) Company match contribution of up to 9.3% of your eligible earnings**</p><p>• Potential for annual profit-sharing contribution in the Southwest Retirement </p><p>Savings Plan—when Southwest profits, you profit***</p><p>• Competitive health insurance for you and your eligible dependents</p><p>• Southwest offers health plan coverage options that start from the very first day of employment. You'll have 30 days to select and enroll in your health plan, and coverage will be retroactively available to your first day of employment.</p><p>• Explore more benefits you’ll love: /><p>*Pay amount doesn’t guarantee employment for any particular period. </p><p>**401(k) Company match contributions are subject to the plan’s vesting schedule. Match contributions may vary based on the position.</p><p>*** Profit-sharing contributions are subject to the Retirement Savings Plan vesting schedule and are made at the discretion of the Company.</p><br /><p><span style="color:#000000"><span>#LI-DNI</span></span></p><p></p><p><i><b>Southwest Airlines is an Equal Opportunity Employer.</b></i><br />Please print/save this job description because it won't be available after you apply.</p><br><b>Job Posting End Date</b><br>10/30/2026