Tony Roach

Senior Vice President & Chief Customer Officer

Tony Roach

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As Senior Vice President & Chief Customer Officer at Southwest Airlines, Tony oversees Customer Experience and provides executive leadership to the Marketing, Customer Experience, Digital Experience, Travel Products, Innovation, Customer Engagement, and Customer Support & Services (CS&S) departments. Tony's organization is responsible for driving Customer demand and designing an end-to-end travel journey that maximizes revenue and Customer Loyalty.

As Southwest’s first-ever Chief Customer Officer, Tony’s Leadership provides an Executive-level focus and oversight that unifies the teams developing products, and those designing the total experience of our Customers with the Teams that engage them across contact centers and digital channels, unifying the curators of our Brand, Products, Policies, and Experience under a single leader.

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 bachelor’s degree in marketing and management from Abilene Christian University. He and his wife, Marja, have four children: Marley, Madyson, Bryce, and Maylen.

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