American Airlines

Director, Global Marketing

American Airlines • $150K — $180K *
Fort Worth, TX 76137In-Person
Transportation
8 - 10 years of experience
Today
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Job Overview by Ladders

Qualifications

  • Bachelor's degree in Marketing, Business, or related field; Advanced Degree preferred.
  • 8 years of experience in marketing or customer engagement roles.
  • 10 years of progressive leadership experience with proven results.
  • Experience leading cross-functional initiatives with multiple stakeholders.
  • Proficient in developing strategic plans and measurement frameworks.
  • Experienced in budget management and financial accountability.
  • Proven track record in building and leading high-performing teams.

Responsibilities

  • Lead customer engagement and marketing activation across channels.
  • Oversee CRM, lifecycle marketing, and audience strategy.
  • Advance capabilities for personalized customer communications.
  • Establish effective marketing operations and governance frameworks.
  • Develop marketing segmentation and operational capabilities for growth.
  • Champion the use of automation and AI in marketing strategies.
  • Evaluate and develop new marketing opportunities for growth.

Benefits

  • Travel perks for you, family, and friends to various global destinations.
  • Immediate access to health, dental, and vision benefits upon hire.
  • Wellness programs designed to support personal well-being.
  • 401(k) program with potential employer contributions after one year.
  • Additional benefits including pet insurance and discounts on travel services.
Full Job Description
9/16/26

Location: DFW Headquarters Building 8 (DFW-SV08)
Cities: Fort Worth - TX
Requisition ID: 88121
This job will continue to be posted until at least 9/30/26. If interested, please apply prior to this date.

Job Description

What you'll do

This list is intended to reflect the current job but there may be additional essential functions (and certainly non-essential job functions) that are not referenced. Management will modify the job or require other tasks be performed whenever it is deemed appropriate to do so, observing, of course, any legal obligations including any collective bargaining obligations.

  • Lead customer engagement and marketing activation capabilities across owned and paid channels, including email, audience activation, identity and targeting solutions, and emerging marketing technologies, driving strategy, execution, optimization, and performance measurement.
  • Lead Customer Relationship Management (CRM), lifecycle marketing, audience strategy, personalization, and customer journey development to drive customer engagement, loyalty, revenue, and retention.
  • Advance capabilities that enable more relevant, timely, and personalized customer communications.
  • Lead marketing operations and governance across key functions, ensuring alignment of priorities, resources, investments, and business outcomes.
  • Establish operating models and processes that improve organizational effectiveness, speed, accountability, and execution.
  • Advance testing, optimization, and measurement capabilities to continuously improve marketing performance.
  • Lead the evolution of marketing customer segmentation, marketing activation, and operational capabilities to support future business growth.
  • Champion the adoption of automation, AI-enabled capabilities, and emerging marketing solutions that improve efficiency, effectiveness, and customer experience.
  • Identify capability gaps and partner across the enterprise to develop scalable solutions that strengthen the organization's marketing foundation.
  • Lead evaluation and development of new marketing-led growth opportunities that create incremental value for customers, partners, and the company.
  • Partner with Commercial, Loyalty, Revenue Management, Digital, and Customer Data teams to identify opportunities to better leverage American's marketing assets, customer relationships, audience capabilities, and strategic partnerships.
  • Oversee marketing budget planning, forecasting, tracking, and performance management across assigned areas of responsibility.
  • Ensure marketing investments are aligned to strategic priorities and deliver measurable business outcomes.
  • Build, develop, and lead a high-performing team focused on customer engagement, operations, marketing performance, and growth.
  • Foster a culture of innovation, accountability, collaboration, and continuous improvement.


All you'll need for success

Minimum Qualifications - Education & Prior Job Experience
  • Bachelor's degree in Marketing, Business, Economics, Finance, Communications, Analytics, or related field, or equivalent experience; Advanced Degree preferred.
  • 8 years of experience in marketing, customer engagement, CRM, loyalty, customer growth, marketing operations, business strategy, or related disciplines.
  • 10 years of progressive leadership experience with a demonstrated track record of driving business results and organizational change.
  • Experience leading large-scale cross-functional initiatives involving multiple stakeholders, priorities, and business objectives.
  • Experience developing business cases, operating models, strategic plans, and measurement frameworks.
  • Experience managing budgets, forecasting investments, and driving accountability against financial targets.
  • Experience leading agency, vendor, consulting, and strategic partner relationships.
  • Experience building, developing, and leading high-performing teams.


Skills, Licenses, and Certifications
  • Demonstrates the highest standards of personal ethics, integrity, and accountability.
  • Proven ability to develop and execute strategies that drive customer growth, engagement, loyalty, and business performance.
  • Strong business acumen with the ability to connect marketing initiatives to enterprise objectives and financial outcomes.
  • Deep understanding of customer engagement, CRM, lifecycle marketing, loyalty programs, customer journeys, and personalization.
  • Strong understanding of marketing measurement, performance optimization, and test-and-learn methodologies.
  • Ability to identify growth opportunities and translate them into actionable business plans.
  • Experience establishing governance frameworks, ways of working, decision-making processes, and performance oversight.
  • Strong financial management skills, including budget planning, forecasting, investment prioritization, and business case development.
  • Passion for innovation and emerging capabilities that improve customer experiences, operational efficiency, and business performance.
  • Experience partnering across data, digital, and technology teams to enable new marketing capabilities and drive business outcomes.
  • Strong analytical and problem-solving skills with the ability to translate complex information into clear, actionable recommendations.
  • Exceptional communication, presentation, and storytelling skills.
  • Ability to communicate effectively with frontline teams, business partners, executive leadership, and external stakeholders.
  • Demonstrated ability to build consensus, establish trust, and foster collaboration across organizations.


What you'll get

Feel free to take advantage of all that American Airlines has to offer:
  • Travel Perks: Ready to explore the world? You, your family, and your friends can reach 365 destinations on more than 6,800 daily flights across our global network.
  • Health Benefits: On day one, you'll have access to your health, dental, prescription and vision benefits to help you stay well. And that's just the start, we also offer virtual doctor visits, flexible spending accounts and more.
  • Wellness Programs: We want you to be the best version of yourself - that's why our wellness programs provide you with all the right tools, resources and support you need.
  • 401(k) Program: Available upon hire and, depending on the workgroup, employer contributions to your 401(k) program are available after one year.
  • Additional Benefits: Other great benefits include our Member Assistance Program, pet insurance and discounts on hotels, cars, cruises and more.


About American Airlines

US Airways provides international and domestic air transport in the United States. It is owned by the American Airlines Group. US Airways utilizes a fleet of 343 mainline jet aircrafts, along with 278 regional jet and turbo-prop aircrafts operated by contract and subsidiary airlines under the name US Airways Express. It was originally established as All American Aviation.It operates an airline network with 193 destinations in 24 countries in North America, South America, Europe, and the Middle East. It also operates the US Airways Shuttle, a US Airways brand which provides hourly service between Boston, New York City, and Washington, D.C.As of October 2013, US Airways employed 32,312 people worldwide and operated 3,028 daily flights.US Airways is a member of Oneworld, and it currently operates along with American Airlines as a result of a merge between the two holding companies of these airliners.US Airways was established in 1973. It operates hubs at Charlotte/Douglas International Airport, Philadelphia Inte...

American Airlines Careers

Join the dynamic team at American Airlines, a leader in global aviation and an innovator in the airline industry. With a wide range of job opportunities, American Airlines is the perfect place to advance your career, offering roles that cater to a variety of skills and professional interests. Work You’ll Do At American Airlines, you will be part of a team that is dedicated to providing world-class service and shaping the future of travel. Our employees enjoy a culture of collaboration and respect, where diversity and inclusion are celebrated. With American Airlines, you can contribute to a legacy of innovation and leadership in the skies. Transform Your Career American Airlines is not just a company; it's a community where you can grow your career through a robust suite of professional development and diversity training programs. Our leadership is committed to nurturing talent and recognizes the value of each individual’s growth. Join a team that leads with integrity and a passion for progress. At American Airlines, your career trajectory is bolstered by our commitment to innovation and excellence in the aviation industry. Internship Opportunities Kickstart your career with an internship at American Airlines. Gain invaluable industry experience, build your resume, and make connections that will propel your professional life. Our internships offer hands-on experience in a variety of departments, helping you discover your path in the aviation industry. Benefits of Working With Us American Airlines places immense value on the well-being of its team members. Employees enjoy competitive benefits including health, dental, and vision insurance, employee discounts, and flexible spending accounts. More than just perks, our benefits are designed to support your life, both at work and at home. Explore Job Opportunities Whether you’re looking to enhance your career in engineering, customer service, or leadership, American Airlines has a position that will match your skills and passions. We are continuously hiring and looking for motivated individuals who are ready to take their careers to new heights. Stay Connected Join Our Team Search open positions that align with your skills and interests. We are looking for passionate, curious, and solution-driven team players. SEARCH AMERICAN AIRLINES JOBS Keep Up to Date Stay ahead with career tips, insider perspectives, and industry-leading insights you can put to use today—all from the people who work here. READ CAREERS BLOG Job Alert Emails Customize your subscription to receive job alerts, latest news, and insider tips tailored to your preferences. Discover the exciting and rewarding opportunities that await at American Airlines.
Learn more about American Airlines
Size
123,400 employees
Market Cap
$8 billion
Industry
Aerospace & Defense
Net Income
-$8.8 billion
Founded
1930
5 Year Trend
-5.7%
Revenue
$17.3 billion
NASDAQ
AAL
* Ladders Estimates

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