VP Digital

Southwest Airlines•Dallas, TX

1d•Onsite

About The Position

The Vice President Digital sets the enterprise vision and strategy for Southwest’s digital business, driving growth, revenue performance, and exceptional Customer experiences across the end-to-end digital journey. The role leads Digital with an eCommerce and P&L mindset, using data to optimize how Southwest merchandises and sells its products while establishing clear performance targets and accountability for business results. The Vice President oversees Customer journey strategy, experience design, AI-enabled capabilities, and digital roadmaps, partnering closely with Technology and Commercial Leaders to translate innovation into scalable business value. The position requires deep eCommerce expertise, strategic vision, and data-driven leadership to develop high-performing Teams, anticipate emerging trends, and shape how Customers engage with Southwest. The position is based at Southwest Airlines’ Dallas, Texas headquarters and requires working there during business hours. The role also models the Southwest Way by guiding and leading Team Members, supporting inclusion and a safe work environment, and investing in ongoing learning and development.

Requirements

High School Diploma or GED.
Demonstrated experience leading multiple teams or functions through subordinate Leaders.
Advanced-level business acumen in the functional area, with understanding of broad business impacts.
Expansive and far-reaching knowledge of managing web and mobile eCommerce platforms.
Expansive and far-reaching knowledge of running a major consumer e-Commerce platform.
Expansive and far-reaching knowledge of leading large, strategic initiatives and developing business cases.
Expansive and far-reaching knowledge of presenting to and working with executive-level leadership.
Expansive and far-reaching knowledge of leading change and cross-functional initiatives.
Knowledge of digital experience, communication, and dissemination techniques and methods, including ways to inform and entertain through written, oral, and visual media.
Knowledge of design techniques, tools, and principles used to produce precision technical plans, as well as technology capacity and digital and technology practices and models for bringing products to market.
Knowledge of principles and methods for promoting and selling products or services, including marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Strong oral and written communication skills, including the ability to explain large and complex issues in a structured, concise manner.
Ability to think critically, plan strategically, and see the bigger picture across the Enterprise.
Ability to lead large business initiatives through completion.
Ability to present with impact and influence Senior Leadership.
Ability to establish and inspire trust within the Team, Department, and Enterprise Partners.
Ability to gain commitment to shared goals with peers, Team, and Department.
Ability to establish and maintain effective working relationships with other departments to influence business decisions.
Ability to demonstrate high emotional intelligence in situations involving internal and external resources.
Ability to drive results, bring others along, and consistently produce top-tier results.
Ability to translate data into insights and tell the story effectively at an executive level.
Ability to articulate a vision for alignment, including the strategic, long-term management of all resources.
Ability to influence and lead change and initiatives cross-functionally.
Must be a U.S. citizen or have authorization to work in the United States; work authorization sponsorship is not available.
Must be at least 18 years of age.
Must comply with Company attendance standards.
Must maintain a well-groomed appearance in accordance with Company appearance standards.
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 job demands.
Ability to use a computer and other office productivity tools with sufficient speed and accuracy to meet job demands.

Responsibilities

Develop and execute a comprehensive digital roadmap aligned with business goals.
Develop digital strategy for platforms including web, mobile, the inflight entertainment portal, and kiosks.
Prioritize roadmap items and enhancements for digital platforms to optimize revenue and enhance the Customer Experience.
Use digital analytics and predictive indicators to drive business results.
Oversee Digital Marketing analytics and optimize the e-Commerce purchase path, using A/B testing to improve conversion.
Work with the Executive Management Team to define the corporate e-Commerce strategy.
Understand key digital trends and competitors’ digital offerings, and position Southwest for success with new technologies.
Develop, evaluate, and present business cases for new technology implementations.
Use Customer insights and business performance data to drive results and improve personalization.
Act as a liaison to IT, internal teams, and third-party vendors for platform development and maintenance.
Guide and lead Team Members using Southwest talent management practices to coach, develop, and engage Employees.
Adhere to Company Values and competencies to foster inclusion, recognition, and support for a safe work environment.
Invest in Leadership and self-growth through continuous learning and development.
Perform other job duties as directed by the Employee’s Leaders.