Director of Loyalty: Member Engagement & Lifecycle Strategy

swa; Dallas (TX); On-site; USD 180,000 - 240,000; Full time

Job summary

Southwest Airlines is seeking a Director of Loyalty Member Engagement Strategy at our Dallas headquarters. You will lead lifecycle and engagement strategies to grow Rapid Rewards value, shaping journeys from onboarding through tier progression and win-back, using data to drive engagement, spend, and lifetime value.

You'll partner across Loyalty, Marketing, Digital, Technology, Analytics, Credit Card, and Commercial teams to translate insights into measurable digital experiences and business

Qualifications

• Experience leading loyalty programs and lifecycle strategies.
• Ability to translate insights into digital experiences.
• Strong leadership and stakeholder management across functions.
• Knowledge of loyalty tech stacks and data-driven decisioning."

Responsibilities

• Architect strategy and scale end-to-end member journeys across digital and physical touchpoints.
• Define offer architecture strategy and a promotional calendar for member cohorts.
• Collaborate with CX, Marketing, Technology and Digital teams on predictive models and real-time triggers.
• Own KPIs for loyalty metrics: active growth, retention, tier migration, and LTV.
• Set up A/B and multivariate testing to measure incrementality and ROI.
• Coordinate with Technology Leaders to roadmap integrations for Loyalty tech stack.
• Ensure brand consistency in messaging and user experiences across channels.
• Embed Loyalty features into native apps and web flows.
• May perform other duties as directed by Leaders.

Skills

Leadership

Analytics

Customer journeys

Cross-functional collaboration

Loyalty program expertise

Tools

CDPs

Marketing automation

Real-time decisioning

Job description

Southwest Airlines is seeking a Director of Loyalty Member Engagement Strategy at our Dallas headquarters. You will lead lifecycle and engagement strategies to grow Rapid Rewards value, shaping journeys from onboarding through tier progression and win-back, using data to drive engagement, spend, and lifetime value.

You'll partner across Loyalty, Marketing, Digital, Technology, Analytics, Credit Card, and Commercial teams to translate insights into measurable digital experiences and business