MD Digital Strategy & eCommerce

Department

Digital

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 Digital Strategy & eCommerce supports Southwest’s digital ecosystem, including Southwest.com and the Southwest mobile app, by setting the vision and strategy for how Customers engage with the brand throughout their digital journey. They’ll Lead the evolution of Digital from an execution‑focused channel to a growth driver responsible for delivering measurable business, revenue, and Customer outcomes. They’ll partner across Commercial, Product, Marketing, Rapid Rewards, CoBrand, and Technology Teams to optimize digital experiences, drive conversion, increase ancillary revenue, and maximize the value of digital investments. The Managing Director Digital Strategy & eCommerce leverages strong Leadership, eCommerce, and business strategy expertise to drive performance, shape digital innovation, and deliver growth across Southwest’s digital channels.

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

• Develop and lead the e-commerce strategy, vision, roadmap, annual business plan, and operating model in support of Southwest’s direct digital commerce, Customer, and commercial objectives
• Own the e-commerce performance agenda, including digital KPIs and agreed measures for traffic quality, shopping and booking conversion, digital booking and revenue contribution, Customer adoption, journey performance, and relevant product or ancillary attachment
• Establish a clear performance-management rhythm, including KPI hierarchy, funnel diagnostics, performance reviews, and action plans that translate Customer and business insight into measurable improvement
• Lead the commercial strategy and continuous optimization of end-to-end e-commerce journeys, including discovery, shopping, comparison, booking, and relevant post-booking digital experiences
• Lead the strategic digital merchandising agenda across products, offers, content, navigation, search, personalization, experimentation, and conversion optimization; partner with accountable Leaders on pricing, inventory, offer economics, product strategy, and audience strategy
• Set e-commerce functional priorities and investment sequencing within the approved e-commerce portfolio; identify tradeoffs, dependencies, capacity needs, and expected value for initiatives that require enterprise decisions
• Serve as the accountable e-commerce business Leader for capability investments by defining Customer problems, commercial value, business cases, use cases, business requirements, success measures, and acceptance criteria before Product or Technology begins solution design
• Partner with Product and Technology to translate approved e-commerce priorities into capabilities and delivery plans; lead business readiness, adoption, benefits realization, performance measurement, and refinement after implementation
• Represent the e-commerce business early in enterprise planning and investment discussions so Customer, commercial, channel, and operational requirements inform decisions before work is committed
• Lead through influence across Marketing, Loyalty, Revenue Management, Product, Technology, Analytics, and Customer teams; clarify e-commerce accountabilities and decision points, resolve competing priorities, and elevate unresolved tradeoffs through the appropriate Leadership forums
• Provide e-commerce demand, business cases, capacity needs, sequencing recommendations, delivery milestones, and performance measures into the integrated intake, planning, and portfolio-prioritization process
• Assess and build the e-commerce organization and capabilities required for future growth, including strategy, merchandising, journey optimization, analytics, operations, tools, external-partner support, and Leadership talent
• Lead, develop, and retain a high-performing team; manage assigned budgets, vendors, and resources to deliver business value and sustainable execution
• May perform other job duties as directed by Employee’s Leaders

Knowledge, Skills and Abilities

• Advanced knowledge of e-commerce strategy, digital distribution, Customer journeys, and the commercial drivers of traffic, conversion, booking, revenue, and Customer adoption
• Ability to translate enterprise objectives into an e-commerce strategy, business plan, operating model, roadmap, and measurable performance commitments
• Ability to connect channel and journey performance to commercial outcomes and translate data into clear priorities and investment recommendations
• Knowledge of digital merchandising, site operations, search, personalization, experimentation, analytics, and performance measurement
• Ability to define business cases, use cases, requirements, success measures, and acceptance criteria for complex digital capabilities
• Strong Product and Technology fluency, including the ability to make sound business tradeoffs among Customer value, commercial return, scope, sequencing, complexity, and capacity
• Ability to lead through ambiguity, establish clarity across shared accountabilities, and influence senior stakeholders without relying solely on direct authority
• Ability to build organizational capability, assess talent and capacity needs, develop Leaders, and lead operating-model change while maintaining performance of the current business
• Strong executive communication skills, including the ability to present complex performance, investment, and tradeoff decisions clearly and persuasively

Education Required:

• High School Diploma or GED

Experience

• Demonstrated experience directly or indirectly leading Team(s)
• Advanced level Business Acumen in functional area
• Seasoned and specialized knowledge in:
• E-commerce strategy, digital commerce performance, and direct digital distribution
• Digital commercial funnel performance, including traffic quality, conversion, booking, revenue contribution, and Customer adoption
• Digital merchandising, site operations, personalization, search, experimentation, and Customer-journey optimization
• Digital analytics, Customer behavior, performance management, measurement, and optimization
• Business case development, value measurement, investment prioritization, and benefits realization
• Digital Product and Technology partnership, use-case definition, business requirements, and capability roadmap development
• Strategic planning, portfolio prioritization, resource allocation, and operating-model design and implementation
• Cross-functional leadership, executive governance, and complex decision-making in a matrixed environment
• Organizational capability development, team leadership, and vendor or external-partner management

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 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
• Ability to travel as needed for projects typically limited to several times a year

Pay & Benefits:

• Competitive market salary from $237,250 per year to $263,600 per year* depending on qualifications and experience. For eligible Leadership and individual contributor roles, additional bonus opportunities are available and awarded at the discretion of the company.

Benefits you’ll love:

• Fly for free, as a privilege, on any open seat on all Southwest flights (your eligible dependents too)
• Southwest will help fund your 401(k) retirement savings with Company contributions up to 9.3% of your eligible earnings**
• Potential for annual ProfitSharing contribution in the Southwest Retirement Savings Plan- when Southwest profits, you profit***
• Competitive health insurance for you and your eligible dependents (including pets)
• Southwest offers health plan coverage options that start from the very first day of employment. You will have 30 days to select and enroll in your health plan with coverage retroactively available to your first day of employment.
• Explore more Benefits you’ll love: https://careers.southwestair.com/benefits

​*Pay amount does not guarantee employment for any particular period of time.

**401(k) match contributions are subject to Retirement Savings Plan vesting schedule and applicable IRS limits.

***ProfitSharing contributions are subject to Retirement Savings Plan vesting schedule and are made at the discretion of the Company.

Southwest Airlines is an Equal Opportunity Employer.
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Job Posting End Date
10/19/2026