Managing Director Brand Strategy

Department:

Marketing

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 Managing Director Brand Strategy Leads the development and evolution of Southwest’s enterprise brand strategy, shaping how the brand is expressed across all Customer touchpoints. They’ll define the long‑term brand vision, positioning, and strategic direction while ensuring alignment with go‑to‑market strategies, customer experience, and business priorities. They’ll establish and own the enterprise brand platform, including brand purpose, activation, campaigns, metrics, and governance, creating consistency and clarity across the organization. The Managing Director, Brand Strategy serves as a strategic partner to executive Leadership, driving brand differentiation, supporting Customer growth, and contributing to long‑term business and revenue outcomes. 

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

• Define and lead Brand Strategy and positioning, ensuring clear differentiation, customer relevance, and alignment to business objectives
• Own and evolve the Brand Vision, setting strategic direction across communications, content, and customer experience
• Establish and maintain a multi-year Brand roadmap, aligning priorities to business growth and investment focus
• Influence and align senior leaders across Marketing, Digital, Product, and partner functions to operationalize Brand strategy
• Guide strategic prioritization and brand investment decisions, to strengthen brand equity and drive growth
• Partner with Go-To-Market leadership to ensure Brand strategy is effectively translated into campaigns, engagement, and market execution
• Leverage market insights, customer data, and competitive intelligence to continuously refine brand strategy and maintain competitive advantage
• Build and lead high-performing teams, strengthening leadership capability, accountability, and alignment to Brand Vision and business priorities
• May perform other job duties as directed by Employee's Leaders

Knowledge, Skills and Abilities

• Knowledge of business management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources
• Knowledge of principles and methods for showing, promoting, and selling products or services, including marketing and brand strategy and tactics, product demonstration, sales techniques, and sales control systems
• Knowledge of media production, communication, and dissemination techniques and methods, including alternative ways to inform and entertain via written, oral, and v