CLIENT
Southwest Airlines

ROLE
Senior Director, Advertising Solutions
(Content Strategist, Sales Partner, Designer, Lead Presenter)

THE CHALLENGE
Southwest Airlines was ramping up its digital marketing maturity and exploring how programmatic advertising could elevate both performance and brand storytelling. While they were experienced offline advertisers, their team was still developing confidence in digital video, dynamic creative, and emerging AdTech capabilities. Our challenge was to expand their understanding of what was possible—and position TubeMogul not just as a media-buying platform, but as a high-value creative and strategic partner that could guide them through the shift.

THE SOLUTION
We flew down to Dallas—Sales, Account, and my Creative/Advertising Solutions team—to run a hands-on creative strategy workshop with Southwest’s brand and performance teams.

My team developed and delivered a collaborative session that included:

• A clear, jargon-free walkthrough of how programmatic works and where Southwest could benefit
• A UX-driven exploration of dynamic video formats, audience personalization, and creative sequencing
• Data-backed examples showing how smarter creative decisions drive stronger media outcomes
• Interactive exercises where their team mapped upcoming campaigns to platform capabilities

The session was not just a capabilities pitch—it was a collaborative workshop designed to position TubeMogul as a creative and technical partner to their agency.

THE OUTCOME
Transformed a platform demo into a strategic partnership conversation

• Increased trust in our creative and technical services, leading to expanded testing budgets

• Equipped the Sales team with a structured framework to continue the consultative dialogue

• Sparked new campaign concepts built around dynamic video and audience-led storytelling

• Paved the way for deeper collaboration on future brand and performance initiatives, ultimately strengthening Southwest’s investment in the TubeMogul platform