Director Loyalty Member Engagement Strategy

Southwest Airlines • Dallas, TX

3d • $187,750 - $206,400 • Onsite

About The Position

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. 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. This Leader uses strong leadership, analytical, and Customer journey expertise to build new capabilities, influence cross-functional priorities, and help shape the future of the Rapid Rewards program.

The role is based at Southwest Airlines’ Dallas, Texas headquarters and requires working there during business hours. The position also leads and develops Team Members, fosters an inclusive and supportive culture, and participates in continuous learning and development. Candidates must be U.S. citizens or currently authorized to work in the United States; current or future work authorization sponsorship is not available.

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/Fin Tech.
• Demonstrated quantitative mastery, including 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.
• In-depth knowledge of modern loyalty technology stacks, including CDPs, marketing automation engines, and real-time event-driven decision-making architectures.
• Knowledge 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 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 using customer data and advanced analytics—including cohort analysis, Customer Lifetime Value forecasting, and churn modeling—to identify growth opportunities and develop targeted lifecycle engagement strategies.
• Ability to translate customer insights into acquisition, activation, retention, and loyalty strategies, and partner cross-functionally to activate, 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 at a limited-space workstation, desk, or office area for extended periods.
• Ability to communicate and interact in English to meet job demands.
• Ability to use a computer and office productivity tools with sufficient speed and accuracy.
• Must maintain a well-groomed appearance under Company standards.
• Must be a U.S. citizen or authorized to work in the United States.
• Must be at least 18 years of age.
• Must comply with Company attendance standards.

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 in data analytics and marketing.

Responsibilities

• Architect and implement scalable, end-to-end member journeys across digital and physical touchpoints to drive onboarding, tier progression, active engagement, and churn prevention.
• Define offer architecture strategy and the promotion calendar, creating dynamic offer structures tailored to member cohorts.
• Partner with CX, Marketing, Technology, and Digital teams to deploy predictive next-best-action models and real-time trigger rules for offers 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 measure incrementality, campaign ROI, and margin lift.
• Collaborate with business partners to build roadmap integrations for the Marketing and Loyalty technology stack in coordination with Technology Leaders.
• Align Marketing and Digital design teams to deliver consistent brand messaging, dynamic content, and friction-free user experiences.
• Partner across the Enterprise to embed Loyalty mechanics, real-time status tracking, and personalized redemption features into native mobile app and web customer flows.
• Lead, coach, develop, and engage Team Members using Southwest talent management practices.
• Adhere to Company values and competencies to foster inclusion, recognition, support, and a safe work environment.
• Participate in continuous learning and development to invest in Leadership and self-growth.
• Perform other job duties as directed by the Employee’s Leaders.

Benefits

• Free travel on any open seat on Southwest flights for the Employee and eligible dependents.
• Retirement Savings Plan with a dollar-for-dollar 401(k) Company match contribution of up to 9.3% of eligible earnings, subject to plan terms and vesting.
• 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.
• Health plan coverage options available from the first day of employment, with 30 days to select and enroll and coverage retroactively available to the first day of employment.
• Additional bonus opportunities may be available for eligible Leadership and individual contributor roles, at Company discretion.

What This Job Offers

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