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Leadership is...
Helping people by providing a sense of direction and purpose, a selfless attitude, an encouraging word, an available ear, an open mind, a level head, an (occasional) firm hand, a little knowledge, and a whole lot of common sense.
--Dave Ridley

TITLE:	Senior Vice President Business Development
JOB DESCRIPTION:	Dave is responsible for Marketing and Revenue Management, which includes activities related to building and maintaining our brand reputation; creating demand for our product through pricing, advertising, and promotion; managing our inventory of seats; and maintaining distribution of our product through various channels, including Southwest.com.
EXPERIENCE:	Prior to joining Southwest, Dave worked as a brand manager for Anderson Clayton Foods. He also worked at ENSERCH Corporation and Univest Development Corporation in marketing and business development capacities. Since joining Southwest in 1988, Dave has served as Senior Vice President, People and Leadership Development; Vice President, Ground Operations; and Vice President, Marketing and Sales.
LENGTH OF SERVICE AT SOUTHWEST:	Started June 1988; retired unsuccessfully from February 2006 to October 2007; returned November 2007.
EDUCATION:	Dave earned an M.B.A from Southern Methodist University in 1981. He completed his undergraduate work at the University of Texas at Austin in 1975.
FIRST PAYING JOB:	Mowing lawns
MOST EMBARRASSING MOMENT:	"Throwing a 102-yard interception in the 9th grade!"
PROUDEST MOMENT:	"The births of my three children."
BEST ADVICE EVER RECEIVED:	"The Golden Rule."