Marketing Vanguard: Leadership Through Turbulence with Maggie Schmirn, Chief Advertising Officer at United Airlines
Release Date: February 11, 2025
In this insightful episode of Marketing Vanguard, hosted by Jenny Rooney from Adweek, Maggie Schmirn, the Chief Advertising Officer at United Airlines, delves deep into the complexities of marketing within the airline industry. The conversation offers a comprehensive look into leadership, strategic decision-making, and innovative marketing approaches in a sector marked by constant turbulence and evolving consumer expectations.
1. Introduction and Professional Journey
Jenny Rooney opens the discussion by acknowledging Maggie's significant contributions to the marketing field, highlighting her recent inclusion in Adweek's Marketing Vanguard Awards honoree list.
Notable Quote:
"We've been lauded you with the Marketing Vanguard Awards honoree list. Just a few weeks ago, it's our second list coming out."
— Jenny Rooney [02:07]
Maggie shares her journey from the agency side, particularly her tenure at Edelman, to her current role at United Airlines. Her transition was driven by a positive client relationship, leading her to embrace an in-house position where she has now been for nearly eight years.
Notable Quote:
"They were an awesome client... and they were nice enough to just say, do you want to come work here? And the answer was an enthusiastic yes."
— Maggie Schmirn [03:55]
2. Expanding the Role of Advertising at United Airlines
Maggie discusses the broad definition of advertising at United Airlines, emphasizing that it's not just about promoting flights but enhancing the overall travel experience. Her team focuses on showcasing the unique aspects of United beyond transportation, such as the MileagePlus program and customer-centric services.
Notable Quote:
"Getting people from point A to point B might be the least interesting thing about us these days."
— Maggie Schmirn [02:56]
3. Navigating the Complexities of Airline Marketing
The conversation delves into the multifaceted nature of airline marketing, where geographical nuances play a significant role. Maggie elaborates on how United tailors its marketing strategies based on different hub cities, addressing varying customer behaviors and market dynamics.
Notable Quote:
"We are a global brand. We became the world's largest airline last spring... it's incredibly interesting."
— Maggie Schmirn [06:57]
She highlights the impact of the pandemic on travel trends, noting shifts such as extended holiday trips enabled by remote work, which have altered traditional travel patterns.
Notable Quote:
"The pandemic has truly changed everything. It's a whole new ballgame and a whole new playbook."
— Maggie Schmirn [08:50]
4. Enhancing Customer Experience Through Innovative Marketing
Maggie emphasizes the importance of creating memorable customer experiences that extend beyond the flight. She shares initiatives like special celebrations at gates during major events like the Cannes Lions International Festival of Creativity, aiming to foster positive word-of-mouth among industry leaders.
Notable Quote:
"Why not have [the Cannes experience] start at the airport... something really good to say."
— Maggie Schmirn [14:00]
Additionally, Maggie speaks about the strategic expansion of lounges, drawing inspiration from the hotel industry to offer tailored experiences for different traveler segments.
Notable Quote:
"How can we really have that experience for every type of customer and traveler within these same aircraft?"
— Maggie Schmirn [16:33]
5. Mastering Social Media and Real-Time Communication
A significant portion of the discussion focuses on United's approach to social media. Maggie outlines the challenges of maintaining a responsive and authentic online presence while managing the unpredictable nature of airline operations.
Notable Quote:
"Nothing drives me crazier than unforced errors and breaking into jail as a brand."
— Maggie Schmirn [22:40]
She explains the integration of the social media team with the operations center to ensure real-time communication and appropriate responses to ongoing situations, whether it's addressing delays or capitalizing on trending topics.
Notable Quote:
"We are reading the room and the tenor of the conversation of what's happening on the Internet every single day."
— Maggie Schmirn [21:02]
6. Building and Leading a Specialized Team
Maggie discusses the critical role of having a dedicated and skilled social media team. She emphasizes the importance of specialization within the team, distinguishing between roles focused on promoting the brand and those dedicated to protecting it.
Notable Quote:
"We no longer have a pool of social media generalists. That is a team that has a very specific role down to each individual person."
— Maggie Schmirn [25:55]
With a team size of around 35 members, United ensures comprehensive coverage and expertise, allowing for swift and effective responses to both opportunities and challenges.
7. Strategic Branding and Campaigns
Maggie highlights United Airlines' shift away from traditional airline marketing playbooks. Instead of focusing on generic metrics like the number of destinations, United's campaigns, such as "Good Leads the Way," emphasize meaningful benefits for customers, showcasing unique routes and destinations that resonate with current travel trends.
Notable Quote:
"We have to be responsive to what's happening in the Zeitgeist... making sure our route network matches all these places that people want to go."
— Maggie Schmirn [11:15]
She also notes the investment in sustainable aviation fuel and addressing the pilot shortage as key areas that have shaped United's brand narrative and marketing strategies.
8. Key Decisions and Innovative Approaches
When asked about pivotal decisions, Maggie credits the shift away from conventional playbooks as a cornerstone of United's recent successes. By encouraging creativity and challenging the status quo, United has been able to adapt and thrive despite industry upheavals.
Notable Quote:
"Getting rid of the playbook. We have changed, truly, every aspect of everything that we do."
— Maggie Schmirn [35:01]
This philosophy has led to groundbreaking campaigns and a refreshed brand image that aligns with United's forward-thinking objectives.
9. Leadership Style and Team Management
Maggie likens her leadership approach to that of a sports coach, focusing on vision, motivation, and fostering a collaborative environment. She values empowering her team members by providing clear goals while allowing them the autonomy to achieve them creatively.
Notable Quote:
"I like to think in pregame and locker room speeches. I love it."
— Maggie Schmirn [37:30]
Her emphasis on storytelling and brand narrative ensures that every team member is aligned with United's overarching goals and mission.
10. Future Outlook and Recommendations
Looking ahead, Maggie anticipates continued growth and innovation in United's marketing endeavors. She emphasizes the importance of staying adaptable and responsive to emerging trends and consumer behaviors.
Notable Quote:
"This is a fascinating industry and United has just been a great lens."
— Maggie Schmirn [34:29]
Maggie also expresses interest in exploring other successful marketing strategies outside the airline industry, such as those employed by high-profile artists like Taylor Swift, to glean additional insights and inspiration.
Conclusion
Maggie Schmirn's conversation with Jenny Rooney offers a masterclass in navigating the intricate landscape of airline marketing. Her strategies highlight the necessity of adaptability, customer-centric approaches, and the seamless integration of traditional and digital marketing efforts. United Airlines, under her leadership, exemplifies how embracing change and fostering a dynamic team can propel a brand to vanguard status in a competitive and ever-evolving industry.
Notable Additional Quotes:
-
On Customer Communication:
"Your information is power. It's stressful... we have wanted to arm our customers with more information."
— Maggie Schmirn [18:02] -
On Team Pride:
"They are a team with a positive reputation. People know who they are. They have that cool factor."
— Maggie Schmirn [28:10] -
On Brand Campaigns:
"Good Leads the Way, which was our first global brand campaign in a decade."
— Maggie Schmirn [30:10]
This episode serves as an invaluable resource for marketing professionals seeking to understand the nuances of leading a major brand through challenging times. Maggie Schmirn's expertise underscores the importance of strategic innovation, effective team leadership, and maintaining a resilient brand presence in the face of adversity.