Dive Brief:

  • American Airlines has promoted Chief Customer Officer Heather Garboden and three other executives to its leadership team, a move CEO Robert Isom said in an Aug. 10 internal memo would "broaden the perspectives contributing to our most important discussions." The memo was first reported by The Dallas Morning News.
  • Garboden, who currently manages the customer experience organization, will now also oversee reservations, contact centers, service recovery, and catering.
  • In addition, Chief Communications Officer Ron DeFeo is stepping down; Kevin Brickner, SVP of technical operations, is retiring; and Nate Gatten, EVP of American Eagle, corporate real estate, and government affairs, is leaving the company.

Dive Insight:

Garboden's elevation to the leadership team is part of a broader shakeup at the airline as it looks to catch up with its two biggest rivals, Delta Air Lines and United Airlines.

"I recognize that there is a meaningful gap between where we are today and where we know American can — and should — be," Isom reportedly wrote in the internal memo.

American did not reply to CX Dive's request for comment prior to publication.

American's net income trails that of Delta and United. The carrier reported net income of $71 million, while Delta reported $1.6 billion and United reported $805 million, according to earnings reports.

Customer experience is the first of four pillars Isom highlighted in the carrier's commercial strategy during a Q2 2026 earnings call late last month.

"In the quarter, we announced or delivered enhancements on all fronts in our app, elevated food and beverage offerings, new and retrofitted aircraft, and especially new and refreshed lounges," Isom said.

The airline saw a 5-point year-over-year improvement in its net promoter score in the second quarter, and touted a 7% year-over-year improvement in the American Customer Satisfaction Index survey.