Org Chart: Southwest solves duplication problem with restructuring

When Southwest Airlines' VP of communication and strategic outreach Linda Rutherford decided to reorganize her team last fall, it was with an aim of streamlining the department's work.

Company: Southwest Airlines
Team size: About 70
What's new: Reorganization assigning larger teams to specific areas

When Southwest Airlines' VP of communication and strategic outreach Linda Rutherford decided to reorganize her team last fall, it was with an aim of streamlining the department's work. Previously, the team was split with different directors working in a variety of different areas.

During the restructure, Rutherford created five department heads that all report directly to her. Each one of those leaders is responsible for a team of about 15. Additionally, four members of Southwest's marketing team joined communications, in the community affairs and grassroots division.

Every team handles, as a group, specific areas that were previously overseen by a few individuals. For example, prior to the shift, internal communications, external communications, and online and social media were handled separately; now, they're housed under one umbrella.

"What we originally had in place was a village of little departments, and a lot of department work was being done twice," Rutherford explains. "Now, by combining divisions and making project leads for different areas of interest, we are able to work on content across the board without duplication."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.