How Experiential Marketing Uncovers Hidden Profits ft. Kristen Lauria

Kristen Lauria, Chief Customer and Marketing Officer at Wheels Up, joins this episode of Marketing Vanguard to explore the evolution of luxury travel marketing and brand transformation. From her unique journey from aerospace engineering to marketing leadership, Kristen shares insights on pivoting brands toward growth, building trust with high-net-worth clients, and creating exceptional customer experiences. As it stands, Wheels Up is revolutionizing private aviation through innovative membership models, strategic partnerships, and its marketing team has everything to do with it. 

This conversation serves as a critical reminder of a good marketer’s core responsibility: translating complex business ideas into powerful customer value. 

What You'll Learn:

• How to leverage technical expertise to translate complex products into compelling market offerings
• The evolution of private aviation marketing from product-focused to solutions-based approaches
• Why membership models require "customer centricity on steroids" in luxury travel services
• How to build trust-based marketing strategies for high-net-worth audiences
• How to balance B2B, B2C and B2B2C marketing approaches in luxury services
• The strategic importance of brand partnerships in elevating customer experiences
• How to lead marketing transformation through pace-setting and coaching leadership styles

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