Director Loyalty Member Engagement Strategy

Southwest Airlines • Dallas, TX

3d • Onsite

About The Position

The Director Loyalty Member Engagement Strategy leads the development of lifecycle and engagement strategies to grow the value of Southwest’s Rapid Rewards membership base. The role shapes and optimizes 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. The Director partners across Loyalty, Marketing, Digital, Technology, Analytics, Credit Card, and Commercial Teams to turn insights into measurable digital experiences and business outcomes, build new capabilities, influence cross-functional priorities, and shape the future of the Rapid Rewards program.

This position is based at Southwest Airlines’ Dallas, Texas headquarters and requires working there during business hours. The role calls for strong Leadership, analytical, and Customer journey expertise, along with demonstrated experience leading teams directly or indirectly and advanced business acumen. It requires specialized experience in large-scale B2C loyalty programs, lifecycle marketing, or customer retention strategy, as well as quantitative mastery in financial modeling, analytics, cohort tracking, and testing methodologies. The minimum education requirement is a High School Diploma or GED. The listed salary range is $187,750 to $206,400 per year, depending on qualifications and experience; eligible roles may also receive discretionary bonus opportunities.

Requirements

• High School Diploma or GED.
• Demonstrated experience directly or indirectly leading teams.
• Advanced-level business acumen in the functional area.
• Seasoned, specialized knowledge leading and managing large-scale B2C loyalty programs, lifecycle marketing, or customer retention strategy within Travel, Hospitality, Retail, E-commerce, or Financial Services/FinTech.
• Quantitative mastery and deep fluency in financial modeling, data analytics, cohort tracking, and testing methodologies.
• Experience scaling enterprise Customer Data Platforms (CDPs) and automated journey orchestration engines.
• Deep understanding of loyalty drivers, tier psychology, habit formation, and member retention and churn across customer cohorts.
• Knowledge of loyalty technology stacks, including CDPs, marketing automation engines, and real-time event-driven decision-making architectures.
• Understanding of unit economics, point valuation, liability accounting, cost-of-redemption models, and the effects of lifecycle engagement on long-term customer profitability.
• Ability to translate commercial strategies into technical requirements for digital, technology, and product teams.
• Ability to build consensus across matrixed organizations while balancing business revenue goals, technology constraints, digital UX design, and marketing calendars.
• Ability to synthesize complex datasets into clear operational narratives and actionable C-suite presentations.
• Skill in customer data and advanced analytics, including cohort analysis, Customer Lifetime Value forecasting, and churn modeling.
• Ability to translate customer insights into acquisition, activation, retention, and loyalty strategies and to work with cross-functional stakeholders to execute and optimize campaigns across channels.
• Skill in designing and optimizing personalized customer journeys across digital and physical touchpoints.
• Skill in designing, executing, and evaluating experimentation frameworks, including A/B, multivariate, and holdout testing.
• Ability to architect a multi-year member lifecycle roadmap.
• Ability to work from the Dallas, Texas headquarters facility during business hours.
• U.S. citizenship or current authorization to work in the United States; sponsorship is not available now or in the future.
• Must be at least 18 years of age.
• Must comply with Company attendance standards and appearance guidelines.
• Ability to perform work duties at a limited-space workstation, desk, or office area for extended periods.
• Ability to communicate and interact in English to meet the demands of the job.
• Ability to use a computer and other office productivity tools with sufficient speed and accuracy.

Nice To Haves

• Travel, hospitality, airline, or loyalty industry experience.
• Adobe Analytics experience.
• Experience with marketing technology stacks and activation platforms.
• Experience in customer segmentation strategy.
• Experience in rewards, membership, or subscription programs.
• Knowledge of loyalty economics.
• Knowledge of data analytics and marketing.

Responsibilities

• Lead and guide Team Members using Southwest 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 continuous learning and development.
• Architect and implement scalable, end-to-end member journeys across digital and physical touchpoints to support onboarding, tier progression, active engagement, and churn prevention.
• Define offer architecture strategy and promotion calendars, designing dynamic offer structures for specific member cohorts.
• Partner with CX, Marketing, Technology, and Digital teams to deploy predictive next-best-action models and real-time trigger rules across app, email, SMS, and web channels.
• Own core Loyalty lifecycle KPIs, including active member growth, retention rate, tier migration velocity, and Customer Lifetime Value.
• Establish A/B and multivariate testing frameworks to assess incrementality, campaign ROI, and margin lift.
• Collaborate with business partners and Technology Leaders to develop roadmap integrations for the Marketing and Loyalty technology stack.
• Align cross-functional Marketing and Digital design teams on consistent brand messaging, dynamic content, and friction-free user experiences.
• Partner across the Enterprise to integrate Loyalty mechanics, real-time status tracking, and personalized redemption features into mobile app and web customer flows.
• Perform other job duties as directed by Employee's Leaders.

Benefits

• Free travel on any open seat on Southwest flights for the employee and eligible dependents.
• Company-funded Retirement Savings Plan contributions, including a dollar-for-dollar 401(k) company match of up to 9.3% of eligible earnings, subject to plan terms and position.
• Potential annual profit-sharing contribution to the Southwest Retirement Savings Plan, subject to plan terms and Company discretion.
• Competitive health insurance for the employee and eligible dependents, with coverage options available from the first day of employment.
• Potential additional bonus opportunities for eligible Leadership and individual contributor roles, awarded at Company discretion.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: High school or GED