Sr Manager Digital Strategy & Optimization

As Sr Manager of Digital Strategy & Optimization, you’ll lead Southwest Airlines’ always-on Digital Test & Learn program, driving continuous improvement across our web, app, and Inflight channels. Through hands-on A/B testing and collaborative design sprints with Partners throughout the business, including Teams in Product, Design, Analytics, Marketing, and Technology, you’ll uncover growth opportunities and deliver measurable business impact. You’ll provide vision, roadmapping, and advocacy for your Team, while actively mentoring and developing their skills to grow both individual capabilities and Team performance. Your leadership will help translate business needs into scalable testing solutions, fuel innovation, and generate millions in incremental revenue. This Sr Manager Digital Strategy & Optimization will Southwest as a leader in seamless, high-performing Customer journeys across every touchpoint.

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. 

• 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

• Lead a collaborative team that empowers Southwest Airlines’ digital success through data-driven insights, experimentation, and continuous improvement.
• Oversee an always-on digital test & learn program to continuously optimize web, app, and omni-channel experiences.
• Design, launch, and monitor A/B and multivariate tests to uncover insights that drive conversion, engagement, and revenue.
• Facilitate or sponsor periodic consultative design sprints with digital product teams to uncover new opportunities
• Partner closely with cross-functional teams — including product, design, analytics, and marketing — to activate high-impact initiatives that elevate the Customer experience and drive measurable business value.
• Review testing roadmaps, new hypotheses, and prioritize work while balancing capacity to ensure the team can deliver against its commitments.
• Review dashboards and KPIs, prepare updates for senior leadership, and clearly demonstrate how the team’s work drives measurable business value.

• Skilled in guiding teams to leverage Adobe Analytics and Tableau for actionable insights that inform strategy and measure performance.
• Ability to communicate in a flexible and effective manner; strong ability to develop and deliver presentations to all levels of the organization including executive forums; able to adapt content and delivery based on audience
• Ability to lead design sprints and support teams that work in tools like Figma to drive user-centered optimizations.
• Ability to lead teams through agile planning, backlog prioritization, and capacity alignment to deliver impactful digital outcomes.
• Ability to oversee digital content operations and teams using platforms such as OpenText TeamSite or similar CMS solutions.
• Ability to proactively identify challenges and opportunities and stay abreast of current and planned or future state technologies and customer trends
• Ability to craft long term strategy that can be translated into near term objectives with minimal supervision resulting in a clear near-term roadmap
• Ability to translate business objectives into detailed project plans and deliver projects on-time and within budget
• Ability to establish and maintain effective working relationships with other departments in order to influence business decisions
• Ability to assume a high level of responsibility and to lead and provide direction in a cross-functional, team-oriented environment

Education

• Required: High School Diploma or GED

Experience

• Demonstrated experience in directly or indirectly leading team(s)

• Fully functioning, broad knowledge in:

  • Digital Testing and Optimization

  • Content performance and analytics

  • Project management

  • Cross-functional operating model evolution

  • Leading teams that develop and execute personalization and A/B testing programs using tools like Adobe Target

Licensing/Certification

• N/A

Physical Abilities

• Ability to perform work duties from [limited space work station/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

Pay & Benefits:

Competitive market salary from $160,550 - $178,400* 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 Retirement Savings Plan with Company contributions up to 9.3% of your eligible earnings** 

• Potential for annual Profit Sharing 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.