Department:

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 Managing Director Brand Strategy Leads the development and evolution of Southwest’s enterprise brand strategy, shaping how the brand is expressed across all Customer touchpoints. They’ll define the long‑term brand vision, positioning, and strategic direction while ensuring alignment with go‑to‑market strategies, customer experience, and business priorities. They’ll establish and own the enterprise brand platform, including brand purpose, activation, campaigns, metrics, and governance, creating consistency and clarity across the organization. The Managing Director, Brand Strategy serves as a strategic partner to executive Leadership, driving brand differentiation, supporting Customer growth, and contributing to long‑term business and revenue outcomes.

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

Define and lead Brand Strategy and positioning, ensuring clear differentiation, customer relevance, and alignment to business objectives
Own and evolve the Brand Vision, setting strategic direction across communications, content, and customer experience
Establish and maintain a multi-year Brand roadmap, aligning priorities to business growth and investment focus
Influence and align senior leaders across Marketing, Digital, Product, and partner functions to operationalize Brand strategy
Guide strategic prioritization and brand investment decisions, to strengthen brand equity and drive growth
Partner with Go-To-Market leadership to ensure Brand strategy is effectively translated into campaigns, engagement, and market execution
Leverage market insights, customer data, and competitive intelligence to continuously refine brand strategy and maintain competitive advantage
Build and lead high-performing teams, strengthening leadership capability, accountability, and alignment to Brand Vision and business priorities
May perform other job duties as directed by Employee's Leaders

Knowledge, Skills and Abilities

Knowledge of business management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources
Knowledge of principles and methods for showing, promoting, and selling products or services, including marketing and brand strategy and tactics, product demonstration, sales techniques, and sales control systems
Knowledge of media production, communication, and dissemination techniques and methods, including alternative ways to inform and entertain via written, oral, and visual media
Skilled in using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems
Skilled in understanding and applying information to contribute to the organization’s strategic plan
Skilled in motivating, developing, and directing people as they work while identifying the best People for the job
Ability to listen, understand, and communicate ideas presented in writing and/or in speaking with others
Ability to come up with several ideas about a topic

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:
- Brand
- Brand strategy or analytics
- Developing brand goals and plans

Licensing/Certification

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

Pay & Benefits:

Competitive market salary from $225,800 per year to $250,900 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 401(k) retirement savings with Company contributions up to 9.3% of your eligible earnings**
Potential for annual ProfitSharing contribution in the Southwest Retirement Savings Plan- when Southwest profits, you profit***
Competitive health insurance for you and your eligible dependents (including pets)
Southwest offers health plan coverage options that start from the very first day of employment. You will have 30 days to select and enroll in your health plan with coverage retroactively available to your first day of employment.
Explore more Benefits you’ll love: https://careers.southwestair.com/benefits

*Pay amount does not guarantee employment for any particular period of time.

**401(k) match contributions are subject to Retirement Savings Plan vesting schedule and applicable IRS limits.

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

Southwest Airlines is an Equal Opportunity Employer.
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Managing Director Brand Strategy

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