Director Loyalty Member Engagement Strategy

Department:
Loyalty

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 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.

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

- 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
- Define the offer architecture strategy and promotion calendar by designing dynamic, high-converting offer structures tailored to specific member cohorts
- 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
- Hold full accountability for core Loyalty lifecycle KPIs, including active member growth, retention rate, tier migration velocity and Customer Lifetime Value (LTV)
- Establish rigorous A/B and multivariate testing frameworks to measure true incrementality, campaign ROI, and margin lift across all engagement initiatives
- Collaborate with business partners to build roadmap integrations for the Marketing and Loyalty tech stack in close coordination with Technology Leaders
- Align cross-functional Marketing and Digital design teams to deliver consistent brand messaging, dynamic content assets, and friction-free user experiences
- 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
- May perform other job duties as directed by Employee's Leaders

Knowledge, Skills and Abilities

- Deep knowledge and understanding of the drivers of loyalty, tier psychology, habits formation, and mechanics of member retention vs. churn across different customer cohorts
- In-depth knowledge of modern loyalty tech stacks, including Customer Data Platforms (CDPs), marketing automation engines and real-time event-driven decision-making architectures
- Knowledge and understanding of unit economics, point valuation, liability accounting, cost-of-redemption models, and how lifecycle engagement directly impacts long-term customer profitability
- Ability to translate high-level commercial strategies into technical requirements for digital, technology and product Teams
- Skilled in building consensus across Matrixed organizations (balancing business revenue goals with tech debt, digital UX design constraints, and marketing calendars)
- Ability to synthesize complex datasets into clear operational narratives, and actionable C-suite presentations
- 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
- 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
- Skilled in designing and optimizing personalized customer journeys across digital and physical touchpoints to improve engagement, loyalty, and long-term customer value
- 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.
- Ability to architect multi-year member lifecycle roadmap

Education

- Required: High School Diploma or GED

Experience

- Demonstrated experience in directly or indirectly leading team(s)
- Advanced level Business Acumen in functional area
- 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
- Preferred: Travel, hospitality, airline, or loyalty industry experience
- Preferred: Adobe Analytics experience
- Preferred: Experience with marketing technology stacks and activation platforms
- Preferred: Experience in Customer segmentation strategy
- Preferred: Experience in rewards, membership, or subscription programs
- Preferred: Knowledge of loyalty economics
- Preferred: Knowledge in data analytics, marketing, busines

Licensing/Certification

- N/A

Physical Abilities

- Ability to perform work duties from [limited space workstation/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

Competitive market salary from $187,750.00 per year to $206,400.00 per year* depending on qualifications and experience.

For eligible Leadership and individual contributor roles, additional bonus opportunities are available and awarded at the discretion of the Company.

Benefits you’ll love:

• Fly for free, as a privilege, on any open seat on all Southwest flights (your eligible dependents too)

• 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**

• Potential for annual profit-sharing contribution in the Southwest Retirement

Savings Plan—when Southwest profits, you profit***

• Competitive health insurance for you and your eligible dependents

• 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.

• Explore more benefits you’ll love: https://careers.southwestair.com/benefits

*Pay amount doesn’t guarantee employment for any particular period.

**401(k) Company match contributions are subject to the plan’s vesting schedule. Match contributions may vary based on the position.

*** Profit-sharing contributions are subject to the Retirement Savings Plan vesting schedule and are made at the discretion of the Company.

#LI-DNI

Southwest Airlines is an Equal Opportunity Employer.
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