Susan Parker, President of PARKER Marketing Group, is best known for forging strong bonds between companies and their customers – bonds that translate into customer loyalty and profitability.
Founding PARKER in 2006, Susan enables leading organizations in retail, travel, hospitality, and consumer packaged goods to drive revenue growth – including Charming Charlie Frito-Lay, Gillette, JCPenney, Love’s Travel Stops and Redbox –by creating meaningful customer connections among the most valuable audiences with game-changing loyalty strategies and customer experiences. Applying her C-level experience, Susan serves as a change agent, bringing customer-centric solutions to life across an organization. The result: customer conscious companies that are aligned with customers’ top needs, balanced with company objectives to ensure sustainable growth, profit and loyalty.
Susan’s passion for the customer is rooted in her decade of in-the-trenches retailing experience, including buyer, product development, merchandises management and store management. Her unique approach to customer-centric solutions was refined during her 15-year tenure at Southwest Airlines’ driving marketing strategy and the CRM agenda, including customer insights and analytics, product development and strategic partnerships. Susan was responsible for rebranding and redesigning the frequent flyer program, now among the highest award wining programs in the industry. She also drove unprecedented growth in the company’s alternative revenue stream through products such as the Rapid Rewards Visa credit card, Southwest Airlines Vacations, and the southwestgiftcard. Following Southwest, Susan served as Supervalu’s first chief marketing officer, a $40B grocer, unifying a stable of over 20 brands and establishing a centralized customer insights department to support marketing and merchandising strategies and store operation improvements.
A native Texan, Susan holds a bachelor’s degree in Business Administration from Texas Tech University. Susan is active in addressing the needs of underserved families and children as Board of Directors member of the Town North YMCA and Big Thought, and former Board of Directors member of Goodwill Industries of Dallas and Wednesday Child Benefit Corporation.