Ryan Green

Background

About Ryan Green

I am a seasoned executive and multi-faceted Chief Marketing, Chief Commercial, and Chief Transformation Officer with a proven track record of developing and executing multibillion-dollar initiatives that enhance customer experience, deliver innovative, revenue-generating products, drive operational efficiency, deepen brand loyalty, and accelerate growth. In my 20+ year career at Southwest Airlines, I rose to C-level leadership roles with enterprise-wide impact, including revenue responsibility for the $27B business and oversight of customer experience, brand and media strategy, digital engagement, advertising, and the multibillion-dollar Rapid Rewards loyalty program. As Chief Transformation Officer, I was tapped to lead a company-wide effort to restore industry-leading margins through $4B in EBIT improvements - spearheading initiatives such as the shift to assigned seating. I engaged directly with the investment community and served as a key member of the leadership team that adapted strategy following an activist investor agreement and Board refresh. Notable achievements include: Overseeing nine consecutive quarters of record revenues Leading the redesign of the Rapid Rewards program, driving significant membership growth and propelling the co-brand portfolio into one of the top five in the United States Securing Board approval for a $2B investment to elevate the inflight customer experience Modernizing digital self-service channels, improving customer experience while reducing call volume by 45% Restoring Southwest’s Net Promoter Score post-2022 winter disruption Reinforcing Southwest’s position as the industry leader in customer satisfaction I regularly present to the Board on commercial and customer strategies, shifting consumer behavior, digital transformation, and progress on high-impact initiatives. I also update the Board on critical business threats - which in the past have included weather-related flight disruptions, fleet groundings, and pandemic response - where I was known for being fact-based, well-prepared, and unafraid to offer an independent perspective. I hold a Marketing degree from Texas A&M University and also contribute as a member of the Mays Business School Dean’s Advisory Board and Ridge Ventures CMO Advisory Board.