Southwest Airlines Names Former Hilton Exec as Its First Chief Digital & Marketing Officer

Sabrina Callahan will help shape the strategic path for Southwest's marketing and digital strategy.

Apr. 15, 2026 at 10:29pm

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A high-end, photorealistic studio still-life photograph featuring a sleek, silver metal airplane model, a modern laptop computer, and a stack of airline tickets arranged elegantly on a clean, white seamless background, conceptually representing the intersection of digital technology, airline operations, and customer experience.Southwest Airlines' new chief digital and marketing officer will help the airline deepen its connection with customers through innovative digital experiences.Dallas Today

Dallas-based Southwest Airlines has announced that Sabrina Callahan recently joined the airline as its first chief digital and marketing officer. In the newly created role, Callahan will help shape the strategic path for Southwest's marketing and digital strategy, enhancing the relationship between the airline's customers and its brand in an 'authentic, distinctly Southwest way.'

Why it matters

This appointment reflects Southwest's focus on modernizing its digital and marketing capabilities as it looks to grow its customer base and expand into new markets. By unifying the marketing funnel with digital platforms under one leader, Southwest aims to bring 'reliability and ease' to each customer interaction.

The details

Callahan brings extensive experience driving growth and transformation across digital and e-commerce, brand, social, and marketing. She'll be focusing on growing the Southwest customer base and shaping how the brand shows up as the company expands. Callahan's previous roles include positions at Hilton, Walmart, and AT&T, where she led digital modernization initiatives, e-commerce expansion, omnichannel customer experience transformations, and brand modernization efforts.

  • Sabrina Callahan recently joined Southwest Airlines as its first chief digital and marketing officer.

The players

Sabrina Callahan

Southwest Airlines' first chief digital and marketing officer, who will help shape the strategic path for the airline's marketing and digital strategy.

Tony Roach

Executive Vice President and Chief Customer and Brand Officer at Southwest Airlines.

Southwest Airlines

A major U.S. airline based in Dallas, Texas.

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What they’re saying

“This is an exciting time in Southwest's history, and we're looking forward to adding additional expertise that will continue to deepen our connection with customers. Sabrina's creative leadership and thinking will shape how our beloved brand continues to engage with Customers in a genuine Southwest way.”

— Tony Roach, EVP and Chief Customer and Brand Officer, Southwest Airlines

The takeaway

Southwest's appointment of a first-ever chief digital and marketing officer signals the airline's commitment to modernizing its customer experience and brand engagement as it looks to expand its reach and customer base. Callahan's experience in driving digital transformation and omnichannel strategies will be crucial in helping Southwest navigate the evolving travel landscape.