MD Digital Strategy & eCommerce

Southwest Airlines • Dallas, TX

2d • $237,250 - $263,600 • Onsite

About The Position

The Managing Director Digital Strategy & eCommerce supports Southwest’s digital ecosystem, including Southwest.com and the Southwest mobile app, by setting the vision and strategy for how Customers engage with the brand throughout their digital journey. The role leads the evolution of Digital from an execution-focused channel to a growth driver responsible for measurable business, revenue, and Customer outcomes. The Managing Director partners across Commercial, Product, Marketing, Rapid Rewards, CoBrand, and Technology Teams to optimize digital experiences, drive conversion, increase ancillary revenue, and maximize the value of digital investments. This Leader uses expertise in leadership, e-commerce, and business strategy to shape digital innovation and deliver growth across Southwest’s digital channels.

The role is based at Southwest’s Dallas, Texas headquarters and is required to work there during business hours. Travel for projects may be needed, typically several times a year. Candidates must be U.S. citizens or currently authorized to work in the United States; work authorization sponsorship is unavailable. The position requires demonstrated experience directly or indirectly leading teams, advanced business acumen, and seasoned, specialized knowledge across e-commerce strategy, digital commerce performance, digital distribution, analytics, product and technology partnership, strategic planning, and organizational leadership. A high school diploma or GED is required.

Requirements

• High school diploma or GED.
• Demonstrated experience directly or indirectly leading teams.
• Advanced-level business acumen in the functional area.
• Advanced knowledge of e-commerce strategy, digital distribution, Customer journeys, and the commercial drivers of traffic, conversion, booking, revenue, and Customer adoption.
• Seasoned and specialized knowledge in e-commerce strategy, digital commerce performance, and direct digital distribution.
• Seasoned and specialized knowledge of digital commercial funnel performance, including traffic quality, conversion, booking, revenue contribution, and Customer adoption.
• Seasoned and specialized knowledge of digital merchandising, site operations, personalization, search, experimentation, and Customer-journey optimization.
• Seasoned and specialized knowledge of digital analytics, Customer behavior, performance management, measurement, and optimization.
• Seasoned and specialized knowledge of business case development, value measurement, investment prioritization, and benefits realization.
• Seasoned and specialized knowledge of digital Product and Technology partnership, use-case definition, business requirements, and capability roadmap development.
• Seasoned and specialized knowledge of strategic planning, portfolio prioritization, resource allocation, and operating-model design and implementation.
• Seasoned and specialized knowledge of cross-functional leadership, executive governance, and complex decision-making in a matrixed environment.
• Seasoned and specialized knowledge of organizational capability development, team leadership, and vendor or external-partner management.
• Ability to translate enterprise objectives into an e-commerce strategy, business plan, operating model, roadmap, and measurable performance commitments.
• Ability to connect channel and journey performance to commercial outcomes and translate data into clear priorities and investment recommendations.
• Knowledge of digital merchandising, site operations, search, personalization, experimentation, analytics, and performance measurement.
• Ability to define business cases, use cases, requirements, success measures, and acceptance criteria for complex digital capabilities.
• Strong Product and Technology fluency, including sound business tradeoffs among Customer value, commercial return, scope, sequencing, complexity, and capacity.
• Ability to lead through ambiguity, establish clarity across shared accountabilities, and influence senior stakeholders without relying solely on direct authority.
• Ability to build organizational capability, assess talent and capacity needs, develop Leaders, and lead operating-model change while maintaining performance of the current business.
• Strong executive communication skills, including presenting complex performance, investment, and tradeoff decisions clearly and persuasively.
• Must be a U.S. citizen or authorized to work in the United States; work authorization sponsorship is unavailable.
• Must be at least 18 years of age.
• Must maintain a well-groomed appearance per Company appearance standards and established guidelines.
• Must be able to comply with Company attendance standards.
• Ability to travel as needed for projects, typically limited to several times a year.
• Ability to perform work duties from a limited-space workstation, desk, or office area for extended periods.
• Ability to communicate and interact with others in English to meet job demands.
• Ability to use a computer and other office productivity tools with sufficient speed and accuracy to meet job demands.

Responsibilities

• Develop and lead the e-commerce strategy, vision, roadmap, annual business plan, and operating model in support of Southwest’s direct digital commerce, Customer, and commercial objectives.
• Own the e-commerce performance agenda, including digital KPIs and agreed measures for traffic quality, shopping and booking conversion, digital booking and revenue contribution, Customer adoption, journey performance, and relevant product or ancillary attachment.
• Establish a performance-management rhythm, including KPI hierarchy, funnel diagnostics, performance reviews, and action plans that translate Customer and business insight into measurable improvement.
• Lead the commercial strategy and continuous optimization of end-to-end e-commerce journeys, including discovery, shopping, comparison, booking, and relevant post-booking digital experiences.
• Lead the strategic digital merchandising agenda across products, offers, content, navigation, search, personalization, experimentation, and conversion optimization; partner with accountable Leaders on pricing, inventory, offer economics, product strategy, and audience strategy.
• Set e-commerce functional priorities and investment sequencing within the approved e-commerce portfolio; identify tradeoffs, dependencies, capacity needs, and expected value for initiatives requiring enterprise decisions.
• Serve as the accountable e-commerce business Leader for capability investments by defining Customer problems, commercial value, business cases, use cases, business requirements, success measures, and acceptance criteria before Product or Technology begins solution design.
• Partner with Product and Technology to translate approved e-commerce priorities into capabilities and delivery plans; lead business readiness, adoption, benefits realization, performance measurement, and refinement after implementation.
• Represent the e-commerce business early in enterprise planning and investment discussions so Customer, commercial, channel, and operational requirements inform decisions before work is committed.
• Lead through influence across Marketing, Loyalty, Revenue Management, Product, Technology, Analytics, and Customer teams; clarify e-commerce accountabilities and decision points, resolve competing priorities, and elevate unresolved tradeoffs through appropriate Leadership forums.
• Provide e-commerce demand, business cases, capacity needs, sequencing recommendations, delivery milestones, and performance measures into the integrated intake, planning, and portfolio-prioritization process.
• Assess and build the e-commerce organization and capabilities required for future growth, including strategy, merchandising, journey optimization, analytics, operations, tools, external-partner support, and Leadership talent.
• Lead, develop, and retain a high-performing team; manage assigned budgets, vendors, and resources to deliver business value and sustainable execution.
• Guide and lead 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.
• May 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 contributions to the 401(k) retirement savings plan up to 9.3% of eligible earnings.
• Potential annual ProfitSharing contribution to the Southwest Retirement Savings Plan, subject to Company discretion and plan terms.
• Competitive health insurance for the employee and eligible dependents, including pets, with coverage options starting from the first day of employment.
• 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