Transformation through Leadership and Brand Ambition

Looking to the skies, Jim's guest today on The CMO Podcast is Maggie Schmerin, the Chief Advertising Officer at United Airlines. Although the company boasts nearly 100 years in business with roughly $45 billion in revenue, United does not behave like an "old" brand. From a new brand campaign–Good Leads the Way–to clever, viral social media, like naming Oscar the Grouch as its new "Chief Trash Officer," Maggie and the United team are leading a renewal of their brand and culture.  

Maggie, like Jim, graduated from Penn State, where she studied PR and American Studies. She also studied abroad and was awarded a coveted internship at Manchester City Football Club. After school, Maggie worked about six years with Edelman, where she developed her keen skills in social media, before joining United in 2017 as a Public Relations Director. She was promoted to Chief Advertising Officer in June 2023.  

Tune in as Jim welcomes a CMO who continues to drive her team to reach the top of All-Brands-Peak, one campaign and social post at a time.

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Tune in as Jim joins Ken Favaro and Cait Lamberton on The WARC Podcast to talk about their article in the Harvard Business Review.

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