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Dave Ridley    

Operating Partner for People and Leadership at Riata Capital Group & Former Senior VP and CMO at Southwest Airlines

Davis "Dave" Ridley is the Operating Partner for People and Leadership at Riata Capital Group.

Previously, he served as the Senior Vice President, Chief Marketing Officer for Southwest Airlines. Southwest is the largest U.S. airline in terms of domestic passengers carried and has been the only airline to be profitable every year since 1973.

In that position, Dave oversees the Marketing and Sales Department and the Revenue Management Department. He is responsible for building and maintaining the brand while maximizing company revenues. This includes leadership and direction of Southwest's pricing, advertising and promotion, loyalty program and the world's second largest travel website, southwest.com. He is also a member of the Executive Planning Committee, the CEO-led committee responsible for company strategy and policy.

Since joining Southwest in 1988, Dave has served as Vice President, Marketing and Sales; Vice President, Ground Operations; and Senior Vice President, People and Leadership Development.

Dave graduated from the University of Texas at Austin in 1975 with a BBA (Honors Program) and earned an MBA from Southern Methodist University in 1981. Dave and his wife, Mary Flo, have been married for thirty-two years and have two married daughters, a son and three granddaughters.

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