Director, Global Marketing (Fort Worth, TX, US)

Intro

Are you ready to explore a world of possibilities, both at work and during your time off? Join our American Airlines family, and you’ll travel the world, grow your expertise, and become the best version of you. As you embark on a new journey, you’ll tackle challenges with flexibility and grace, learning new skills and advancing your career while having the time of your life. Feel free to enrich both your personal and work life and hop onboard!

Why you'll love this job

The Director, Global Marketing (Performance & Growth) leads the capabilities that power customer engagement, marketing performance, operational excellence, and future growth opportunities across American Airlines.

This leader is responsible for marketing governance, customer engagement marketing platforms, and email marketing, marketing operations, budget oversight, performance measurement, and strategic growth initiatives. The role serves as a critical connector across Marketing operations including  Loyalty, Commercial, Digital, Customer Data, Finance, and Technology, helping ensure the organization has the capabilities, processes, partnerships, and operating model necessary to deliver business results at scale. The ideal candidate combines strategic thinking, operational excellence, customer focus, and business acumen to drive marketing effectiveness, unlock new growth opportunities, and continuously evolve the organization's capabilities.

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.

Feel free to be yourself at American

From the team members we hire to the customers we serve, inclusion and diversity are the foundation of the dynamic workforce at American Airlines. Our 20+ Team Member Business Resource Groups are focused on connecting our team members to our customers, suppliers, communities, and shareholders, helping team members reach their full potential and creating an inclusive work environment to meet and exceed the needs of our diverse world.