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Edward Shelswell-White — Chief Customer Officer



Edward leads LexVolo’s efforts to help airports compete for customers based on what they can control or affect that customers value, focusing on Customer Strategy, Brand Development and Management, Marketing, and Organizational Health. He has engaged with clients on projects ranging from the simple – a quick review of and amendments to the methodology and questions for a quantitative customer survey – to the complex – devising and implementing multiyear, research-based marketing strategies and integrated, tactical marketing plans. He has also led strategic planning efforts for clients in the midst of senior leadership changes, and facilitated organizational health seminars ranging from half-day onsites to multi-day offsites.

Edward is a seasoned leader with 27 years’ experience as an innovator in airline and airport planning, commercial and marketing strategy, organizational health, revenue and market share target setting, brand management and program and portfolio management. The former Director, Market Strategy and Performance at Southwest Airlines, he led Southwest’s efforts to manage large markets as brands. Notable successes were the campaign from 2008 to 2011 to become Denver’s largest O&D carrier, the solidification of BWI, and the initial ATL marketing strategy.  Before Marketing, Edward was Southwest’s Regional Director – Properties, focusing on airport relationships in the eastern half of the U.S.