Sr Marketing Data Strategy Consultant

Southwest Airlines•Dallas, TX

14h•Onsite

About The Position

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.

Requirements

High School Diploma or GED
Expert level experience, expansive and far-reaching knowledge in: Marketing, Business, Data Analytics, or related field
Media data strategy, audience segmentation, or digital media analytics
Marketing Mix Modeling, multi-touch attribution, and real-time performance dashboards
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 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

Nice To Haves

Experience with data management platforms (DMP/DSP), customer data platforms (CDP), and media activation tools
Strong knowledge of working media channels, especially digital, programmatic, and social platforms
Skilled in cross-functional communication
Skilled in creating and presenting business cases and performance reporting with minimum supervision
Skilled in problem solving and creating actionable insights from data
Skilled in bringing others together and trying to reconcile differences
Ability to establish and maintain effective working relationships to influence business decisions
Ability to influence and align stakeholders
Ability to demonstrate high emotional intelligence in various situations
Ability to translate complex data into clear strategies and actionable insights

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