Helen Limpitlaw joined Southwest Airlines in 2013 as director of brand communications. She is responsible for managing all marketing consumer communications incorporating above- and below-the-line advertising along with in-airport and inflight touch points. She tailors advertising communications and product promotion to target specific audience segments with the end goal of driving consumer awareness, consideration and overall travel conversion for Southwest. Ms. Limpitlaw’s key duties include developing the vision and strategy for the continued evolution of the Southwest brand; managing the brand positioning, strategy and execution of all consumer brand communications; evolving brand communications to focus on key growth audience segments and product promotion; and developing unique, breakthrough holistic campaigns to promote brand, product or local market strategies and achieve the desired annual growth targets. After relocating to the United States in 1998, she started her marketing career in the advertising agency arena, enjoying tenures at Fallon (Minneapolis) and Publicis (Dallas) while working with clients such as BMW of North America, 3M and Nestle. In 2003, Helen joined BMW of North America and spent more than nine years focused on brand, regional and tactical strategic marketing and communications.