Responsibilities

• Lead the coordinated brand, media, and advertising strategy across internal partners, external agencies, and the Southwest Airlines team
• Monitor brand health and define actions to strengthen differentiation, clarity, and consistency in the marketplace
• Drive awareness, consideration, and affinity through integrated campaigns across owned, paid, and earned channels
• Oversee creative development end-to-end, from briefing and concepting through reviews, approvals, and production
• Align cross-functional partners to deliver integrated initiatives while balancing customer experience, brand goals, and regulatory requirements
• Manage agency partners and internal experts, including scope, performance, and budget accountability
• Build and execute test-and-learn plans to improve efficiency, effectiveness, and return on investment
• Establish tracking and measurement across channels and customer touchpoints, ensuring reliable performance insights
• Use data to refine audience targeting, messaging, channel mix, and placements across platforms
• Develop and maintain messaging frameworks and a style guide for prospect and existing customer communications

Requirements

• 10 or more years of experience in product marketing and or marketing within credit cards, financial services, or payments
• Proven background in media and advertising, brand strategy, and or product marketing
• Demonstrated ability to convert business objectives, customer insights, and performance data into effective marketing strategies
• Strong cross-functional leadership skills and ability to influence in complex, matrixed organizations
• Experience leading creative development processes, including briefing, production management, and approvals
• Experience managing external agencies and internal partner teams to deliver high-quality outcomes
• Strong budget management capability, including planning, forecasting, approvals, and ongoing stewardship
• Strong analytical mindset with experience defining measurement approaches and interpreting performance results
• Excellent written and verbal communication skills, including executive-level presentations and narrative building
• Self-starter who takes ownership, moves with urgency, and delivers in fast-changing environments

Preferred

• Marketing experience in a regulated industry, preferably credit cards or financial services
• Experience with travel and entertainment marketing and or co-branded card programs
• Hands-on experience with digital advertising channels such as programmatic, social, and direct publisher partnerships
• Experience marketing products across lifecycle phases such as launch, growth, and mature portfolios
• Full-funnel marketing expertise, with strength in upper and mid-funnel strategy; acquisition experience is a plus
• Track record of delivering results in ambiguous environments while maintaining strong stakeholder alignment
• Master's degree in business or related graduate degree

Benefits

• We offer a competitive total rewards package including base salary determined based on the role, experience, skill set and location. Those in eligible roles may receive commission-based pay and/or discretionary incentive compensation, paid in the form of cash and/or forfeitable equity, awarded in recognition of individual achievements and contributions. We also offer a range of benefits and programs to meet employee needs, based on eligibility. These benefits include comprehensive health care coverage, on-site health and wellness centers, a retirement savings plan, backup childcare, tuition reimbursement, mental health support, financial coaching and more. Additional details about total compensation and benefits will be provided during the hiring process.