Vice President Marketing

About the role

Responsible for the marketing strategy and execution for Southwest Airlines. Plays a lead role in shaping the company’s brand image, increasing market share, and achieving revenue goals. Attract new customers and grow revenue through demand generation, loyalty, and product marketing. Advances both MarTech and AdTech capabilities to enable highly efficient and effective plans. Responsible for leading a large, cross-functional team and for ensuring the health of the department through strong team-building, succession planning, and leadership development.

Responsibilities

• In partnership with cross-functional constituents, cast a long-term (2–5 year) vision for the ideal modern marketing organization.
• Lead and inspire teams responsible for the strategy, delivery, and execution for national and local marketing initiatives, including ownership and maintenance of a comprehensive roadmap.
• Oversee and ensure the implementation of tools and processes to deliver initiatives, including the prioritization process for the roadmap, capabilities, lifecycle maps, and engagement model.
• Oversee all aspects of marketing communications on behalf of Southwest and sub-brands, including branding, content, advertising, experiential, product and lifecycle, across all paid and owned channels; research and market analysis; and website design and content (either directly or on an outsourced basis).
• Accountable for diligent management of department budget and all partner contracts.
• Create innovative strategies that support business needs and increase customer retention.
• Work with various departments to influence programs, policies, or procedures in an effort to drive trial or repeat business.
• Display knowledge of situational and strengths-based leadership by providing continuous coaching to improve team performance and hold teams accountable.
• Keep abreast of related industry, professional, and technological trends, issues, products, and/or services to ensure the current and future effectiveness and profitability of services, policies, technologies, staff proficiencies, and processes as they relate to assigned areas of responsibility.

Knowledge, Skills and Abilities

• Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
• Skilled in executive written and oral communication.
• Skilled in analytics and problem solving to help partners understand and prioritize opportunities in the context of the bigger picture.
• Ability to plan and drive large business initiatives to completion.
• Ability to present with impact and influence.

Senior Leadership

• Ability to establish and inspire trust within team, marketing department, and enterprise partners.
• Ability to gain commitment to shared goals with peers, team, and marketing department.
• Ability to establish and maintain effective working relationships across the organization in order to influence business decisions.
• Ability to demonstrate high emotional intelligence in various situations dealing with both internal and external resources.
• Ability to build capacity of individuals and teams through effective employee development, involvement, communication, and leadership efforts.
• Ability to drive results, to bring others along, and consistently produce top-tier results.
• Ability to use business knowledge, innovative thinking, and sound judgment in the resolution of problems or the pursuit of business opportunities.
• Ability to translate data into insights and effectively tell the story at an executive level.

Requirements

• High school diploma or GED.
• Demonstrated experience leading multiple teams or functions through subordinate leaders.
• Advanced-level business acumen in functional area with understanding of broad business impacts.
• Expansive and far-reaching knowledge in: marketing; customer marketing; leading large, strategic initiatives; and developing business cases.

Physical Abilities

• Ability to perform work duties from a 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 the United States as defined by the Immigration Reform Act of 1986.
• Must be at least 18 years of age.
• Must be able to comply with company attendance standards as described in established guidelines.