Tony Roach

Observer
DISC Type : ic

EVP, Chief Customer & Brand Officer at Southwest Airlines

Dallas-Fort Worth Metroplex, United States

Overview

Tony Roach is the EVP, Chief Customer & Brand Officer at Southwest Airlines, where he has worked for over two decades since graduating from Abilene Christian University. He oversees marketing, customer experience, loyalty, and brand growth, notably leading a $2 billion customer experience transformation plan.

Outside of work, Tony is committed to community service, serving on the Childrens Health Board of Directors. He is passionate about fostering a people-first company culture and is the executive sponsor for an employee mentorship group. He lives in Dallas with his wife, Marja, and their four children.

He was recently honored with the Distinguished Alumni Citation from his alma mater, Abilene Christian University.

Personality Overview

Example Seeker

Assertive

Curious

They are likely to ask many questions and look heavily for supporting information.  They are generally strong communicators and are not easy to convince. They can sound friendly and charming but can quickly change gears to become inquisitive and probing.

Topics They Care About

Customer Experience
As the airline's first Chief Customer Officer, his primary focus is on rebuilding customer trust and modernizing the end-to-end travel journey for passengers.
Brand Loyalty Programs
He oversees the Rapid Rewards program and led the initiative to launch a new debit card, aiming to attract new customer segments and deepen brand loyalty.
Digital Transformation
He has spearheaded a $2 billion plan focused on modernizing the in-cabin experience, digital self-service tools, and in-flight entertainment options.

Media Appearances

Southwest Airlines promotes Tony Roach Jr.. Featured in West Texas Tribune

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Tony Roach – Southwest Airlines Executive Profile. Featured in Southwest Airlines Newsroom (SWAMedia)

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Southwest Airlines Announces Leadership Changes. Featured in PR Newswire

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Work History

3-2025
EVP, Chief Customer & Brand Officer at Southwest Airlines
12-2023 - 2-2025
SVP & Chief Customer Officer at Southwest Airlines
1-2023 - 12-2023
Senior Vice President, Marketing & Customer Experience at Southwest Airlines
9-2009 - 1-2011
Associate at Stream Realty Partners
7-2001 - 9-2009
Roles in Field Marketing, Corporate Sales & Product Development at Southwest Airlines

Education

Education details unavailable from Abilene Christian University

More Information

Social Presence :

Prographics :

Exp : N/A Location : Dallas-Fort Worth Metroplex, United States Job Level : N/A Designation : EVP, Chief Customer & Brand Officer at Southwest Airlines
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Insights For Selling To Tony

During A Call Or A Meeting

DO's

  • Focus on immediate action-items rather than the larger goals
  • Persuade objectively how your product will help them achieve their goals
  • Ask them questions to understand their needs better while staying affable

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t be too objective but make sure to pad your storytelling with data points
  • Don’t rely excessively on your relationship with them to win the deal

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Tony is

  • Proven value, strong testimonials are important to them, relationships will have some weightage.
  • Will you ever get a clear answer from Tony

  • They are practical yet friendly, don’t expect a clear no very often.

Insights For Deal Planning

    How fast (or slow) will Tony move?

  • They like to analyze well and can take their time to reach any decisions.
  • Can Tony take some risk or not?

  • They evaluate their decisions systematically and are less likely to take risks.

You And Tony

Personality Compatibility


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