Tony Roach

Senior Vice President Marketing & Customer Experience

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Tony is a Senior Vice President at Southwest Airlines, the nation's largest airline per the U.S. Dept. of Transportation's most recent reporting of domestic originating passengers boarded.. He provides executive leadership to the Marketing, Customer Experience, Digital Experience, Travel Products, and Customer Engagement departments. Tony's collective organization is responsible for driving Customer demand and designing an end-to-end travel journey that maximizes revenue and Customer Loyalty.

With more than two decades of experience at Southwest, Tony has served in many Customer-impacting roles across Field Marketing, Corporate Sales, Product Development, Loyalty Marketing, Customer Experience, and Customer Relations. He has been responsible for driving transformational changes at Southwest, which include establishing the Customer Experience corporate function, leading the Southwest Promise (the Company's COVID response program for Customers), spearheading the digital self-service and cabin experience modernization programs, and executing several other impactful initiatives that continue to generate revenue and improve Customer satisfaction.

Tony has a B.B.A in Marketing and Management from Abilene Christian University. He and his wife, Marja,  have four children: Marley, Madyson, Bryce, and Maylen.