VP, Media, Advertising & Brand Marketing – Southwest Airlines Cobrand

Help shape the future of a high-profile co-branded credit card program at the intersection of two iconic consumer brands. Lead the media, advertising, and brand strategy that builds emotional connection with travelers while delivering measurable business impact.

Job Summary 
As a Vice President Media Advertising Brand Marketing in the Southwest Airlines Co-Branded Cards team, you lead the brand, media, and advertising strategy that grows awareness, consideration, and long-term affinity for our card portfolio. You will translate business goals and customer insights into clear messaging, compelling creative, and integrated channel plans. You will partner closely across teams and with external agencies to bring campaigns to market efficiently and responsibly. Your work will directly influence how customers experience the brand and how the program grows.

Job 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
• Create executive-ready plans, business cases, and performance reporting for senior leaders and partners

Required qualifications, capabilities, and skills 

• 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
• Bachelor’s degree required

Preferred qualifications, capabilities, and skills 

• 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