Sr Marketing Data Strategy Consultant

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:

As a Sr Marketing Data Strategy Consultant for Media and Sponsorships, you'll be the connective tissue between our audience data, analytics, and working media activation. This role is responsible for shaping and executing the data strategy that fuels smarter audience segmentation, decisioning, and optimization across Southwest Airlines’ working media channels. You’ll partner closely with analytics, media planners, and channel operations to ensure we’re leveraging data to its fullest potential—driving measurable business impact and delivering the right message to the right customer at the right time. This role also plays a critical part in challenging our status quo, future-fitting our media strategies in light of AI-driven transformation, and identifying the right triggers for when to pivot to maximize performance.

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. 

Responsibilities

• Develop and maintain an audience segmentation framework for working media campaigns. (including sponsorships and influencers)

• Partner with internal and external data sources to identify high-value customer segments and growth opportunities

• Oversee data decisioning logic to ensure precision targeting and minimize waste.

• Deliver segmentation recommendations for internal media network

• Translate audience strategies into actionable working media campaigns across digital, social, programmatic, and other channels

• Partner with working media team members and agencies to ensure accurate execution and measurement of targeted campaigns

• Maintain governance and best practices for audience data usage, ensuring compliance with privacy regulations

• Serve as the primary liaison between the working media team, marketing operations and analytics

• Ensure the working media team has access to the right data, reporting, and insights to optimize spend and maximize ROI

• Interpret Marketing Mix Modeling (MMM) results and other real-time reporting to identify opportunities for improved media efficiency and effectiveness

• Proactively question and evolve current working media strategies to keep pace with changing market dynamics and technology advancements, especially AI-driven capabilities

• Identify key performance indicators, signals, and market triggers that should prompt a media strategy pivot

• Evaluate the shifting balance between brand-building and demand-driving activities, ensuring the right mix of spend and channel allocation

• Assess the impact of adding new distribution partners and determine implications for working media investment levels and placement strategies

• Implement test-and-learn strategies for audiences and creative to refine segmentation and targeting

• Recommend adjustments to media strategy based on performance data and evolving customer behavior

• Stay current on emerging data platforms, tools, AI applications, and privacy trends to future-proof our approach

• May perform other job duties as directed by Employee’s Leaders

Knowledge, Skills and Abilities

• Preferred: Experience with data management platforms (DMP/DSP), customer data platforms (CDP), and media activation tools

• Strong knowledge of