Director Loyalty Member Engagement Strategy

Department:
Loyalty
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 Director Loyalty Member Engagement Strategy Leads the development of lifecycle and engagement strategies that grow the value of Southwest’s Rapid Rewards membership base. They’ll shape and optimize 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. They’ll partner across Loyalty, Marketing, Digital, Technology, Analytics, Credit Card, and Commercial Teams to translate insights into measurable digital experiences and business outcomes. The Director Loyalty Member Engagement Strategy leverages strong Leadership, analytical, and Customer journey expertise to build new capabilities, influence cross-functional priorities, and shape the future of the Rapid Rewards program.
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
Architect strategy and implement and scale end-to-end member journeys across all digital and physical touchpoints to drive onboarding, tier progression, active engagement, and churn prevention
Define the offer architecture strategy and promotion calendar by designing dynamic, high-converting offer structures tailored to specific member cohorts
Liaison and partner with CX, Marketing, Technology and Digital teams to deploy predictive "next-best-action" models and real-time trigger rules that deliver effective, margin-accretive offers across app, email, SMS, and web channels
Hold full accountability for core Loyalty lifecycle KPIs, including active member growth, retention rate, tier migration velocity and Customer Lifetime Value (LTV)
Establish rigorous A/B and multivariate testing frameworks to measure true incrementality, campaign ROI, and margin lift across all engagement initiatives
Collaborate with business partners to build roadmap integrations for the Marketing and Loyalty tech stack in close coordination with Technology Leaders
Align cross-functional Marketing and Digital design teams to deliver consistent brand messaging, dynamic content assets, and friction-free user experiences
Partner across the Enterprise to embed Loyalty mechanics, real-time status tracking, and personalized redemption features directly into native mobile app and web customer flows
May perform other job duties as directed by Employee's Leaders
Knowledge, Skills and Abilities
Deep knowledge and understanding of the drivers of loyalty, tier psychology, habits formation, and mechanics of member retention vs. churn across different customer cohorts
In-depth knowledge of modern loyalty tech stacks, including Customer Data Platforms (CDPs), marketing automation engines and real-time event-driven decision-making architectures
Knowledge and understanding of unit economics, point valuation, liability accounting, cost-of-redemption models, and how lifecycle engagement directly impacts long-term customer profitability
Ability to translate high-level commercial strategies into technical requirements for digital, technology and product Teams
Skilled in building consensus across Matrixed organizations (balancing business revenue goals with tech debt, digital UX design constraints, and marketing calendars)
Ability to synthesize complex datasets into clear operational narratives, and actionable C-suite presentations
Skilled in leveraging customer data and advanced analytics, including cohort analysis, customer lifetime value (LTV) forecasting, and churn modeling, to identify growth opportunities, inform business strategy, and develop targeted lifecycle engagement strategies
Proven ability to translate customer insights into actionable acquisition, activation, retention, and loyalty strategies, partnering with cross-functional stakeholders to activate, execute, and optimize customer campaigns across channels
Skilled in designing and optimizing personalized customer journeys across digital and physical touchpoints to improve engagement, loyalty, and long-term customer value
Skilled in designing, executing, and evaluating complex experimentation frameworks, including A/B, multivariate, and holdout testing, to measure incremental impact and optimize customer engagement investments.
Ability to architect multi-year member lifecycle roadmap
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: 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 with deep fluency in financial modeling, data analytics, cohort tracking, and testing methodologies, scaling enterprise Customer Data Platforms (CDPs) and automated journey orchestration engines
Preferred: Travel, hospitality, airline, or loyalty industry experience
Preferred: Adobe Analytics experience
Preferred: Experience with marketing technology stacks and activation platforms
Preferred: Experience in Customer segmentation strategy
Preferred: Experience in rewards, membership, or subscription programs
Preferred: Knowledge of loyalty economics
Preferred: Knowledge in data analytics, marketing, busines
Licensing/Certification
N/A
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