Texas Business reports: DALLAS—Southwest Airlines announced executive changes at the company.

Teresa Laraba, most recently Southwest's senior vice president of customer services, has been named the airline's senior vice president of customers.

In this new role, Laraba will lead three  departments: customer support & services, customer relations & rapid rewards, and customer services. Laraba also will ensure the airline's customer-focused activities are coordinated and aligned to one vision for how it continues to better meet its customers' current and future needs.

Laraba began her Southwest career in El Paso in May 1984 and has held numerous positions at the company, including director of field employment, senior director of ground operations training and airport solutions, and vice president ground operations. Laraba will continue reporting to Southwest's  chief commercial officer and AirTran Airways president Bob Jordan.

Jack Smith, most recently Southwest's vice president of ground operations/AirTran, has been named the airline's vice president of customer support & services. Customer support & services, formerly known as reservations, provides travel information and assistance to Southwest's customers and employees.

In his new role, Smith will lead more than 4,000 customer support & eervices employees. An industry veteran of more than 30 years, Smith joined AirTran in April 2002 and became a Southwest employee in March 2012. During his career, Smith has gained experience overseeing various airline functions like ground operations, inflight, cargo, reservations, and customer relations. Smith will report to Laraba.

Both changes are effective immediately.

In its 41st year of service, Dallas-based Southwest Airlines serves 97 destinations in 41 states, the District of Columbia, the Commonwealth of Puerto Rico, six near-international countries, and employs more than 46,000 people.