The Role
Lead a Customer Insights team to design, execute, synthesize, and activate qualitative, quantitative, syndicated, and behavioral research. Partner with senior leaders to define learning objectives, apply advanced analytics and modern research tools (including LLMs and automation), build scalable insight practices, manage research budget, and coach team members to drive customer-informed strategic decisions.
Summary Generated by Built In
Department:
Customer & Brand AnalyticsOur 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:
Job Summary
- The Senior Manager Customer Insights leads the development and sharing of actionable Customer learning to help the Company make better strategic decisions through the lens of Customer-centricity. This Leader uses critical thinking to navigate ambiguity and move from broad business questions to clear learning objectives, sound research design, and practical recommendations. This role leads a team in designing, managing, synthesizing, and applying qualitative, quantitative, syndicated, and behavioral research to answer key business questions. As research tools evolve, this Leader is expected to thoughtfully use advanced analytics, LLMs, automation, and emerging research technologies to improve speed, scale, synthesis, and quality, while ensuring that human judgment, methodological rigor, and Customer understanding remain central. The Senior Manager is accountable for increasing the team’s impact and productivity by reducing low-value manual work, improving reuse of existing Customer knowledge, and helping the organization make faster, more confident Customer-informed decisions.
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
- Lead the Customer Insights Team in developing actionable research and Customer learning that supports broader Company priorities
- Identify evolving Customer needs, industry trends, business priorities, and advancements in research methods and tools; advocate for improved approaches where they strengthen decision-making
- Partner with senior Leaders to clarify business questions, define learning objectives, and determine the right research approach. Build strong relationships with other department Leaders to refine learning priorities, manage demand, and focus the team on the highest-value business questions
- Direct qualitative, quantitative, syndicated, and ongoing tracking research, including ad hoc studies, concept testing, brand research, segmentation, Customer journey research, conjoint, discrete choice, and predictive or descriptive modeling
- Synthesize multiple sources of Customer understanding, including primary research, syndicated data, behavioral data, Customer feedback, operational signals, and market trends
- Use AI, automation, and modern research tools where appropriate to accelerate research design, analysis, reporting, knowledge management, and synthesis
- Build scalable insight practices, including research repositories, standard reporting, reusable frameworks, consistent methodologies, and clear quality controls
- Coach, develop, and upskill Team Members in research design, analytics, synthesis, storytelling, business consulting, and thoughtful use of emerging tools
- Manage the research budget from planning through execution, maximizing value through the right mix of vendor partnerships, internal capabilities, reusable assets, and modern tools
- May perform other job duties as directed by Employee's Leaders
Knowledge, Skills and Abilities
- Strong knowledge of Customer research principles, Customer needs assessment, satisfaction measurement, and insight activation
- Skilled in developing qualitative and quantitative research solutions that are appropriate for the business question and decision at hand
- Skilled in advanced Customer research methods, including focus groups, ethnography, one-on-ones, online qualitative, concept testing, tracking studies, conjoint, discrete choice, segmentation, clustering, and predictive modeling
- Skilled in critical thinking, including the ability to pressure-test findings, challenge assumptions, and separate signal from noise.
- Skilled in using modern research technologies, analytics tools, LLMs, and automation to improve efficiency, synthesis, and quality without compromising research rigor
- Ability to help the organization move from research outputs to Customer-informed decisions, actions, and measurable business impact.
- Ability to effectively communicate by listening intently, questioning appropriately, and articulating clearly
- Ability to create excitement around a shared vision and gain commitment to shared goals
- Ability to quickly make sense of, combine, and organize information into meaningful patterns
Education
- Required: High School Diploma or GED
Experience
- Demonstrated experience in directly or indirectly leading team(s)
- Fully functioning, broad knowledge in:
- Qualitative & quantitative market research methodologies
- Advanced analytics (i.e. conjoint, discrete choice, predictive modeling)
- Presenting complex, nuanced consumer feedback and insights to senior leadership
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 $168,650 - $187,400 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 Retirement Savings Plan, which includes a dollarfor-dollar 401(k) Company match contribution of 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 doesn’t guarantee employment for any particular period of time
**401(k) match contributions are subject to the plan’s vesting schedule and applicable IRS limits
***ProfitSharing contributions are subject to plan’s vesting schedule and are made at the discretion of the Company
Southwest Airlines is an Equal Opportunity Employer.
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Skills Required
- High School Diploma or GED
- Demonstrated experience leading teams (directly or indirectly)
- Broad knowledge of qualitative and quantitative market research methodologies
- Experience with advanced analytics (conjoint, discrete choice, predictive modeling)
- Experience presenting complex consumer insights to senior leadership
- Skilled in using modern research technologies, analytics tools, LLMs, and automation
- Ability to work on-site at Dallas, TX Headquarters during business hours
- U.S. citizenship or current authorization to work in the U.S.; no sponsorship available
- Must be at least 18 years of age
Southwest Airlines Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Southwest Airlines and has not been reviewed or approved by Southwest Airlines.
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Pay Growth & Progression — Pay progression is described as materially improving after major 2024 union agreements, especially for pilots and flight attendants. Compensation satisfaction is framed as stronger over time as step scales and seniority accumulate.
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Retirement Support — Retirement support stands out through a dollar-for-dollar 401(k) match and the presence of profit-sharing contributions that can add to retirement savings. Stock purchase access is also positioned as an additional ownership-oriented component of total rewards.
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Wellbeing & Lifestyle Benefits — Wellbeing and lifestyle value is elevated by extensive space-available travel privileges and broad travel-related discounts that can materially offset personal travel costs. Recognition mechanisms like points-based rewards are also positioned as an added lifestyle-oriented perk.
Southwest Airlines Insights
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The Company
What We Do
At Southwest Airlines we connect People to what’s important in their lives—that also means connecting our Employees to what’s important in their lives! Our Employees value the opportunity to work hard, be creative, and have fun on the job. Southwest Airlines recognizes, respects, and values differences. By fostering a culture that embraces and utilizes our diversity, we create competitive advantages in teamwork and innovation that contribute to our overall success.
