VP Digital

Southwest Airlines; Dallas (TX); On-site; USD 260,000 - 480,000; Full time

Job summary

Southwest Airlines is seeking a Vice President, Digital to set the enterprise vision and strategy for the Digital business, driving growth, revenue, and exceptional customer experiences across the end-to-end digital journey.

Leading Digital with an eCommerce and P&L mindset, you will optimize merchandising, set performance targets, and oversee customer journey, AI-enabled capabilities, and digital roadmaps in partnership with Technology and Commercial leaders.

Qualifications

• Demonstrated experience leading multiple teams or functions through subordinate Leaders.
• Advanced level Business Acumen with understanding of broad business impacts.
• Expansive knowledge in managing web and mobile eCommerce platforms.
• Experience leading large, strategic initiatives and developing business cases for executive review.
• Strong experience presenting to and working with senior leadership.

Responsibilities

• Develop and execute a comprehensive digital roadmap aligned with business goals.
• Create digital strategy for web, mobile, inflight entertainment portal, and kiosk platforms.
• Prioritize roadmap enhancements to optimize revenue and customer experience.
• Use digital analytics and predictive indicators to drive business results.
• Oversee Digital Marketing analytics and optimize eCommerce purchase paths, including A/B testing.
• Collaborate with IT and commercial leaders to translate innovation into scalable value.

Skills

Digital leadership

Strategic thinking

Data-driven

Executive communication

Team leadership

Education

High School Diploma or GED

Tools

Web & mobile platforms

Analytics tools

Job description

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.

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.

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.

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

Southwest Airlines is an Equal Opportunity Employer.

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Job Posting End Date

11/05/2026