Edward Shelswell-White

Chief Customer Officer



Areas of Specialization

  • Strategic Planning
  • Scenario Planning
  • Organizational health, especially focusing on teams and teamwork
  • Airport / Airline relationship development
    • Cooperative marketing
    • Facility development
    • Rates and charges strategies
    • Facility use strategies
  • Integrated marketing strategy including
    • Primary consumer insights research
    • Gap and root cause analysis
    • Go-to-market B2B and B2C strategies
    • Integrated marketing campaign planning, implementation, and reporting
    • Cooperative marketing with airlines and local stakeholder groups
    • Standard air service development

Professional Experience: Since 2012, Edward has served North American airports in their efforts to evolve their ASD capabilities and increase demand for their services from passengers and airlines. He builds on standard ASD practices with “Next Gen ASD,” focusing an airport’s efforts on what they can control to drive consumer demand for their service and in the process, improving airlines’ financial results and their willingness to add capacity. Areas of special emphasis include deriving or connecting to an airport’s strategic plan; current state/future state/gap analysis; root cause analysis; consumer and industry research; integrated campaign planning and implementation; cooperative marketing with airlines, destination marketing organizations, and chambers of commerce; and airline relationships including standard ASD. Key airport clients have included ABQ, BUR, GSP, ISP, LAX, LGB, OMA, ONT, SJT, TKI, TPA, XNA, and YHM.

Prior to consulting, Edward was a leader at Southwest Airlines for 22 years. As Director of Market Strategy & Performance, and before that in Airport Affairs and Field Marketing, he consistently focused on the intersection of airlines’ and airports’ commercial strategies. He developed a deep understanding of how airports function operationally, financially, and commercially, and how airlines and airports share similar objectives that can best be achieved by focusing on what they have in common.

  • 22 years airline experience

  • Airport consultant since 2012

  • Uniquely focused on integrating standard air service development and consumer marketing to drive superior results

  • Expert at designing and implementing airport-stakeholder joint marketing initiatives
  • From 1989 to 1995, Edward led Southwest’s Southern California field marketing efforts during the carrier’s rapid California expansion. From 1995 to 2007, he led Southwest’s East Coast facilities expansion with a heavy focus on the Baltimore/Washington and Florida markets. Finally, Edward developed and then led Southwest’s effort to improve the performance of key markets by treating them as individual brands. In this role, he guided development of brand strategies for integration of AirTran and Southwest in Atlanta, including objectives, brand pillars, multi-channel advertising, and game theory around competitive responses. Edward also directed development and execution of Southwest’s successful Denver strategy from 2008 to 2011, using tactics that exceeded performance metrics.