1 00:00:02,320 --> 00:00:06,000 Speaker 1: This is Possible Now, Stories of Possibilities. I am Costermuchrol 2 00:00:06,040 --> 00:00:09,000 Speaker 1: Global President and COFOUNA and hosts of Possible Now, where 3 00:00:09,039 --> 00:00:11,920 Speaker 1: we explore bold ideas and meet the leaders who are 4 00:00:12,000 --> 00:00:17,200 Speaker 1: challenging convention and listen to the innovative inspirational minds reshaping business, 5 00:00:17,320 --> 00:00:21,599 Speaker 1: creativity and technology. They are leaders who manage brands, and 6 00:00:21,640 --> 00:00:24,759 Speaker 1: then there are those who redefine what a brand can mean. 7 00:00:25,160 --> 00:00:28,319 Speaker 1: Alisia Tillman belongs to the latter. She's led some of 8 00:00:28,360 --> 00:00:33,159 Speaker 1: the most respected global organizations through transformation from American Express 9 00:00:33,200 --> 00:00:37,360 Speaker 1: to SAP and now as Chief Marketing Officer of Delta Alliance, 10 00:00:37,479 --> 00:00:40,560 Speaker 1: one of the most iconic brands in the world. She's 11 00:00:40,600 --> 00:00:43,880 Speaker 1: been named one of the world's most influential seamhos five 12 00:00:43,960 --> 00:00:47,040 Speaker 1: times by Forbes, and this year was inducted into the 13 00:00:47,080 --> 00:00:50,800 Speaker 1: Forbes Simo Hall of Fame. But what's most striking about 14 00:00:50,840 --> 00:00:53,880 Speaker 1: Alisia isn't just her resume. It's the way she talks 15 00:00:53,880 --> 00:00:58,080 Speaker 1: about leadership, creativity, and purpose, not as buzzwords, but as 16 00:00:58,080 --> 00:01:02,200 Speaker 1: forces that move people. Under her guidance, Delta isn't just 17 00:01:02,280 --> 00:01:07,560 Speaker 1: celebrating its hundreds anniversary, it's reinventing what loyalty, experience, and 18 00:01:07,640 --> 00:01:10,760 Speaker 1: trust look like for the next one hundred years. From 19 00:01:10,760 --> 00:01:15,240 Speaker 1: bold cultural partnerships like the WNBA Power Forward campaign to 20 00:01:15,360 --> 00:01:19,440 Speaker 1: reimagining the airline app as a personalized travel companion, Alisha 21 00:01:19,920 --> 00:01:23,200 Speaker 1: is helping to transform Delta into something far bigger than 22 00:01:23,240 --> 00:01:27,440 Speaker 1: an airline, a human experienced brand, and today we are 23 00:01:27,480 --> 00:01:30,319 Speaker 1: diving into what it means to lead with purpose, to 24 00:01:30,400 --> 00:01:33,440 Speaker 1: build a culture that thrives on curiosity, and to find 25 00:01:33,440 --> 00:01:37,560 Speaker 1: growth not in comfort but in challenge. Alisha Tilman, Welcome 26 00:01:37,720 --> 00:01:38,640 Speaker 1: to Possible Now. 27 00:01:39,280 --> 00:01:43,920 Speaker 2: Qustian, thank you so much. I am humbold by your introduction, 28 00:01:44,280 --> 00:01:47,400 Speaker 2: definitely blushing, but thank you. Thank you for having me 29 00:01:47,480 --> 00:01:50,360 Speaker 2: and I am looking forward to our conversation here together. 30 00:01:50,840 --> 00:01:54,520 Speaker 1: Absolutely absolutely. Let's get the important stuff out of our 31 00:01:54,520 --> 00:01:58,280 Speaker 1: way first. Alisha, are you a window seat, an aisle seat, 32 00:01:58,800 --> 00:01:59,920 Speaker 1: or a middle seed person? 33 00:02:00,400 --> 00:02:04,240 Speaker 2: I love it. I am an aisle seat person. Why 34 00:02:04,320 --> 00:02:07,920 Speaker 2: is that I'm probably gonna fear too much information because 35 00:02:08,480 --> 00:02:10,200 Speaker 2: I just get wrapped them in my mind if I'm 36 00:02:10,200 --> 00:02:11,600 Speaker 2: sitting in the window, that I have to go to 37 00:02:11,639 --> 00:02:13,960 Speaker 2: the bathroom the entirety of the flight, even if I 38 00:02:13,960 --> 00:02:18,200 Speaker 2: don't have to. So I'm always afraid of disturbing the 39 00:02:18,280 --> 00:02:22,880 Speaker 2: person next to me and having to wake them or 40 00:02:23,480 --> 00:02:27,520 Speaker 2: interrupt them as they're in their laptop. So I prefer 41 00:02:27,720 --> 00:02:31,400 Speaker 2: the convenience aspect of being able to get up and 42 00:02:31,480 --> 00:02:32,639 Speaker 2: down when I may need to. 43 00:02:33,320 --> 00:02:35,480 Speaker 1: I shall tell you what is exactly the same reason 44 00:02:35,480 --> 00:02:37,640 Speaker 1: why I would like to sit on an isild as well. 45 00:02:37,840 --> 00:02:40,400 Speaker 1: And also it's a kind of clausophobic feeling sometimes for me, 46 00:02:40,440 --> 00:02:42,720 Speaker 1: you know, if it's a really smaller plane, so we 47 00:02:42,760 --> 00:02:45,000 Speaker 1: are definitely in the same role then on the same seat. 48 00:02:45,760 --> 00:02:47,919 Speaker 1: Let's talk about you know what I've mentioned already in 49 00:02:47,960 --> 00:02:52,400 Speaker 1: my introduction, Delta just turned hundred years old, which is amazing. 50 00:02:52,800 --> 00:02:55,760 Speaker 1: But you already work for another brand, you know, American Express, 51 00:02:55,800 --> 00:02:58,440 Speaker 1: which I think it's also older than one hundred years old, 52 00:02:58,480 --> 00:03:01,200 Speaker 1: so you have some experience with those brands. So what 53 00:03:01,280 --> 00:03:04,120 Speaker 1: does it mean to your personally to be leading a 54 00:03:04,160 --> 00:03:07,519 Speaker 1: brand with such a history and still so much relevance. 55 00:03:08,000 --> 00:03:10,400 Speaker 1: Do you feel if it's an even bigger challenge or 56 00:03:10,560 --> 00:03:13,440 Speaker 1: burden or is it an even bigger motivation to lead 57 00:03:13,520 --> 00:03:14,160 Speaker 1: such a brand. 58 00:03:14,720 --> 00:03:18,680 Speaker 2: I would say it is a mix of all of 59 00:03:18,720 --> 00:03:22,960 Speaker 2: the above. Because an SAP certainly as well, it's over 60 00:03:23,080 --> 00:03:26,400 Speaker 2: fifty years old, Amex well over one hundred and fifty, 61 00:03:26,440 --> 00:03:29,320 Speaker 2: and then of course Delta this year celebrating one hundred. 62 00:03:29,919 --> 00:03:34,400 Speaker 2: And it's an interesting challenge which I also find incredibly 63 00:03:34,760 --> 00:03:38,280 Speaker 2: inspiring and motivating because one of the things that I 64 00:03:38,360 --> 00:03:43,119 Speaker 2: have always recognized and certainly how I've led in each 65 00:03:43,160 --> 00:03:47,040 Speaker 2: of these companies, is you have to have a tremendous 66 00:03:47,280 --> 00:03:53,000 Speaker 2: respect and appreciation for why you were founded. I often 67 00:03:53,040 --> 00:03:55,560 Speaker 2: say I do what a lot of executives don't typically 68 00:03:55,600 --> 00:03:57,640 Speaker 2: do when they first take on a new goal. But 69 00:03:58,320 --> 00:04:02,520 Speaker 2: I spend my immediate months looking backwards and going way 70 00:04:02,560 --> 00:04:07,120 Speaker 2: back to the founding or the origins of our existence 71 00:04:07,240 --> 00:04:12,760 Speaker 2: to understand why every company started with the vision, and 72 00:04:12,840 --> 00:04:17,680 Speaker 2: that's to either change something, create something, and prove something. 73 00:04:18,440 --> 00:04:22,400 Speaker 2: And there's always such a beauty in that story of 74 00:04:22,560 --> 00:04:26,400 Speaker 2: how a company was founded, and I spend a lot 75 00:04:26,440 --> 00:04:30,240 Speaker 2: of time working to understand that. And this one hundred 76 00:04:30,320 --> 00:04:33,960 Speaker 2: years that we're celebrating this year at Delta, it is 77 00:04:34,279 --> 00:04:37,400 Speaker 2: both a celebration of our paths and where we came 78 00:04:37,440 --> 00:04:41,040 Speaker 2: from and what we aimed to achieve in the world, 79 00:04:41,839 --> 00:04:44,200 Speaker 2: and also a look towards the future. I mean, one 80 00:04:44,279 --> 00:04:47,159 Speaker 2: hundred years, many of us will not be around for 81 00:04:47,200 --> 00:04:49,960 Speaker 2: the next one hundred years, certain leaning, which is sad 82 00:04:50,000 --> 00:04:52,239 Speaker 2: and crazy to think about, but at the same time 83 00:04:52,640 --> 00:04:58,360 Speaker 2: it's amazing to envision the difference of what aviation can 84 00:04:58,440 --> 00:05:02,200 Speaker 2: look like. And so it's just a balanced Christian it's 85 00:05:02,400 --> 00:05:06,000 Speaker 2: how do you preserve and how do you talk about 86 00:05:06,000 --> 00:05:11,039 Speaker 2: the past as almost this foundation for how we begin 87 00:05:11,120 --> 00:05:13,360 Speaker 2: to think about what the next one hundred years will 88 00:05:13,360 --> 00:05:13,760 Speaker 2: look like. 89 00:05:14,480 --> 00:05:18,000 Speaker 1: Can you think about Delta's soul that you feel must 90 00:05:18,160 --> 00:05:21,320 Speaker 1: never change despite all the evolution you know which the 91 00:05:21,360 --> 00:05:24,640 Speaker 1: brand went through, and of course currently as well, is 92 00:05:24,640 --> 00:05:26,800 Speaker 1: that something you would say, Okay, no, this has to 93 00:05:26,839 --> 00:05:28,920 Speaker 1: be there forever. 94 00:05:29,120 --> 00:05:31,960 Speaker 2: Beyond anything else. And we live in this world of 95 00:05:32,120 --> 00:05:34,719 Speaker 2: rapid technology growth. And one of the things that we've 96 00:05:34,760 --> 00:05:38,039 Speaker 2: said time and time again, and certainly when we stood 97 00:05:38,320 --> 00:05:43,520 Speaker 2: on the stage at the Sphere during CEES earlier this year, 98 00:05:44,240 --> 00:05:46,600 Speaker 2: we said, there is one thing that is at the 99 00:05:46,600 --> 00:05:49,360 Speaker 2: core of who we are, and it's our people. We 100 00:05:49,400 --> 00:05:52,800 Speaker 2: are in a service business, and we believe that it 101 00:05:52,920 --> 00:05:56,719 Speaker 2: is the one aspect of our brand that truly steps 102 00:05:56,800 --> 00:06:01,320 Speaker 2: us apart. You can feel the authenticity, the care, the 103 00:06:01,440 --> 00:06:05,880 Speaker 2: elevated experience that our people bring time and time again 104 00:06:06,080 --> 00:06:08,920 Speaker 2: to the five hundred thousand passengers that step on board 105 00:06:08,960 --> 00:06:10,600 Speaker 2: one of our aircraft each day. 106 00:06:11,240 --> 00:06:11,400 Speaker 1: Wow. 107 00:06:11,720 --> 00:06:14,080 Speaker 2: Greet it with a smile, Greet it with a hello, 108 00:06:14,279 --> 00:06:18,120 Speaker 2: greet it with conversation, to learn about the stories that 109 00:06:18,160 --> 00:06:20,320 Speaker 2: people are bringing with them as they step on board 110 00:06:20,360 --> 00:06:23,880 Speaker 2: one of our brains. And it will never get old 111 00:06:23,960 --> 00:06:27,520 Speaker 2: to receive a letter from a customer who simply was 112 00:06:27,600 --> 00:06:31,520 Speaker 2: just amazed by the kindness and the level of service 113 00:06:31,600 --> 00:06:34,760 Speaker 2: that they've received from a Delta person. And that's everything Christian, 114 00:06:34,880 --> 00:06:37,960 Speaker 2: from someone they spoke without the phone, to someone who 115 00:06:38,040 --> 00:06:40,800 Speaker 2: greeted them at the gate, to the flight attendant that 116 00:06:40,920 --> 00:06:45,880 Speaker 2: helped them during their journey. It is no doubt what 117 00:06:46,360 --> 00:06:51,719 Speaker 2: has enabled us to lead with such strength that we 118 00:06:52,080 --> 00:06:54,479 Speaker 2: are able to sit at today, and it will be 119 00:06:54,880 --> 00:06:58,320 Speaker 2: what leads us into our next one hundred years as well. 120 00:06:59,120 --> 00:07:02,560 Speaker 1: That's amazing actually, you know because in such a complex 121 00:07:02,640 --> 00:07:06,000 Speaker 1: world and also business, being a customer as well, of 122 00:07:06,040 --> 00:07:09,360 Speaker 1: course you know if something goes wrong, because if you're 123 00:07:09,720 --> 00:07:13,760 Speaker 1: missing luggage or whatever, and then that counts more than ever, right, 124 00:07:13,880 --> 00:07:16,720 Speaker 1: how you were treated in those situations as well, I 125 00:07:16,720 --> 00:07:20,560 Speaker 1: totally agree. So you described Delta as a consumer experience 126 00:07:20,640 --> 00:07:23,680 Speaker 1: brand under your leadership this would mean the big shift 127 00:07:23,680 --> 00:07:27,720 Speaker 1: from the former loyalty model built on points and perks. 128 00:07:28,040 --> 00:07:31,680 Speaker 1: What does building loyalties who experience mean to you? Can 129 00:07:31,720 --> 00:07:34,640 Speaker 1: you provide some examples or one examples you know for listeners. 130 00:07:35,520 --> 00:07:39,520 Speaker 2: We're living through a pretty significant transition in terms of 131 00:07:39,680 --> 00:07:46,040 Speaker 2: how consumers think about driving loyalty, meaning what is it 132 00:07:46,080 --> 00:07:50,480 Speaker 2: that they need from a brand today that will enable 133 00:07:50,560 --> 00:07:54,320 Speaker 2: them to come back time and time again. And look, 134 00:07:54,400 --> 00:07:58,400 Speaker 2: we just certainly remember the times when it was all 135 00:07:58,440 --> 00:08:03,200 Speaker 2: about the product. It was about the sophistication of your product, 136 00:08:03,480 --> 00:08:07,800 Speaker 2: it was about the consistency in the experience around your product, 137 00:08:08,600 --> 00:08:11,440 Speaker 2: and it was about how well your products stacked up 138 00:08:11,560 --> 00:08:16,760 Speaker 2: against your competition. Today it's almost as if that product 139 00:08:17,760 --> 00:08:21,520 Speaker 2: is table stakes. And so more and more we find 140 00:08:21,960 --> 00:08:24,760 Speaker 2: that this notion of experiences. And what do I mean 141 00:08:24,800 --> 00:08:26,560 Speaker 2: about that? Because I know a lot of people do 142 00:08:26,720 --> 00:08:30,840 Speaker 2: talk about experiences and that overall in the business of today, 143 00:08:31,560 --> 00:08:34,600 Speaker 2: and I talk about it in two ways. Obviously, when 144 00:08:34,600 --> 00:08:37,720 Speaker 2: you think about a travel journey, that in itself is 145 00:08:37,720 --> 00:08:42,120 Speaker 2: an experience, everything from booking a ticket to a riding 146 00:08:42,200 --> 00:08:46,080 Speaker 2: at the airport, to boarding a plane to your journey 147 00:08:46,200 --> 00:08:49,679 Speaker 2: on the plane. So then what happens after you complete 148 00:08:49,720 --> 00:08:53,880 Speaker 2: your journey. That in itself is an experience, and we 149 00:08:54,320 --> 00:08:59,400 Speaker 2: invest heavily in making sure that we are offering the 150 00:08:59,400 --> 00:09:02,600 Speaker 2: most premium experience and we've been at this for a 151 00:09:02,679 --> 00:09:05,760 Speaker 2: very long time, more so than any of the other 152 00:09:05,880 --> 00:09:09,679 Speaker 2: domestic airlines that are in our category, and we're very 153 00:09:09,760 --> 00:09:13,160 Speaker 2: proud of that. But beyond that, what we hear more 154 00:09:13,200 --> 00:09:18,160 Speaker 2: and more from customers today is they want to experience 155 00:09:18,400 --> 00:09:23,959 Speaker 2: our brand even beyond their travel journey. So, for example, 156 00:09:24,720 --> 00:09:27,360 Speaker 2: what are we taking them too? And in a lot 157 00:09:27,400 --> 00:09:30,440 Speaker 2: of cases, we're taking them to vacations, and we're taking 158 00:09:30,480 --> 00:09:35,120 Speaker 2: them to sporting events to spend time with friends or family. 159 00:09:35,520 --> 00:09:37,760 Speaker 2: There's loads and loads of things that we can list, 160 00:09:38,480 --> 00:09:40,480 Speaker 2: and they want to be able to see the brand 161 00:09:40,559 --> 00:09:44,360 Speaker 2: in those places as well. They want to see us 162 00:09:44,800 --> 00:09:49,600 Speaker 2: ardering with other brands that are helping to support either 163 00:09:50,120 --> 00:09:53,560 Speaker 2: their travel journey or where they're going, and so that's 164 00:09:53,760 --> 00:09:58,680 Speaker 2: led us to very unique partnerships that go beyond the 165 00:09:58,840 --> 00:10:03,520 Speaker 2: category of or travel. So, for example, are partnerships that 166 00:10:03,559 --> 00:10:07,920 Speaker 2: we've created and just announced with YouTube, which is exclusive 167 00:10:08,320 --> 00:10:12,160 Speaker 2: onboard content and access to all of what you do 168 00:10:12,320 --> 00:10:16,280 Speaker 2: pass to deliver for our partnership with Paramount Plus as 169 00:10:16,320 --> 00:10:20,000 Speaker 2: another example, to get exclusive content through what they're offering 170 00:10:20,040 --> 00:10:23,440 Speaker 2: and so content they want to see on and offer 171 00:10:23,520 --> 00:10:26,000 Speaker 2: claim and so we want to be able to make 172 00:10:26,080 --> 00:10:29,640 Speaker 2: that accessible. But then we also created what we call 173 00:10:29,720 --> 00:10:38,679 Speaker 2: sky Miles experiences and these are unbable, very exclusive experiences 174 00:10:38,760 --> 00:10:43,040 Speaker 2: and things like as we approach the holiday season, private 175 00:10:43,120 --> 00:10:49,679 Speaker 2: dance lessons with the radium, music hall rockets, or court 176 00:10:49,800 --> 00:10:55,280 Speaker 2: side seats at an LA Lakers game, things that would 177 00:10:55,320 --> 00:10:58,640 Speaker 2: take them into this destination space that they can use 178 00:10:58,679 --> 00:11:04,400 Speaker 2: their miles to be able to purchase these packages, expanding 179 00:11:04,440 --> 00:11:08,840 Speaker 2: what Ecosystem Christian is exactly what our customers are asking 180 00:11:08,920 --> 00:11:12,600 Speaker 2: for of us, and as we do that, it starts 181 00:11:12,640 --> 00:11:17,839 Speaker 2: to ridge our category into much more of a lifestyle 182 00:11:18,080 --> 00:11:21,520 Speaker 2: or a consumer experience brand that both our customers are 183 00:11:21,559 --> 00:11:25,720 Speaker 2: asking for and then also feels very nutural as an 184 00:11:25,800 --> 00:11:28,079 Speaker 2: extension for the business that we're in as well. 185 00:11:28,960 --> 00:11:31,840 Speaker 1: That's a good point because you've mentioned already some recently 186 00:11:31,880 --> 00:11:35,559 Speaker 1: announced partnerships and you have another big and very important 187 00:11:35,559 --> 00:11:38,880 Speaker 1: partnership in place, which is the Power Forward campaign together 188 00:11:38,920 --> 00:11:43,480 Speaker 1: with the WNBA Stars. It's such a strong culture statement. 189 00:11:43,559 --> 00:11:46,680 Speaker 1: So how did you know this was the right story 190 00:11:46,679 --> 00:11:48,800 Speaker 1: to tell. How did you develop this? 191 00:11:49,280 --> 00:11:51,760 Speaker 2: It's a great question and we are so proud. So 192 00:11:52,080 --> 00:11:55,600 Speaker 2: we're the official airline of the WNBA, and we are 193 00:11:55,720 --> 00:12:02,160 Speaker 2: the first airline to support a charter experience for these 194 00:12:02,200 --> 00:12:06,800 Speaker 2: athletes in the WNBA, which is equory fantastic. We really study, 195 00:12:06,880 --> 00:12:09,240 Speaker 2: and we spent a lot of time, as you can 196 00:12:09,280 --> 00:12:13,120 Speaker 2: only imagine, studying our customers, what their needs are, what 197 00:12:13,160 --> 00:12:16,680 Speaker 2: they're after. So a few things. Forty two percent of 198 00:12:16,920 --> 00:12:21,280 Speaker 2: WNBA fans have taken at least one round trip trip 199 00:12:21,400 --> 00:12:24,960 Speaker 2: biplane in the last twelve months. So think about that, 200 00:12:25,120 --> 00:12:30,120 Speaker 2: over forty two percent of travelers are WNBA fans. They're 201 00:12:30,160 --> 00:12:34,240 Speaker 2: also roughly a third of WNBA fans belong to a 202 00:12:34,320 --> 00:12:39,040 Speaker 2: frequent flyer program, so they're also loyalists. The other thing 203 00:12:39,360 --> 00:12:43,320 Speaker 2: when we look at organizations, we think about how can 204 00:12:43,400 --> 00:12:46,360 Speaker 2: we help them. We don't need to build our brands 205 00:12:46,440 --> 00:12:48,720 Speaker 2: right after one hundred years, we have a tremendous amount 206 00:12:48,760 --> 00:12:51,280 Speaker 2: of brand equity. But what we do want to do 207 00:12:51,360 --> 00:12:56,680 Speaker 2: is we want it deep in our brands exposure where 208 00:12:56,720 --> 00:12:59,320 Speaker 2: our customers are, and so our data tells us that 209 00:12:59,320 --> 00:13:03,760 Speaker 2: our customers are traveling to WNBA games. We also know 210 00:13:03,840 --> 00:13:07,679 Speaker 2: that the WNBA is really trying to build its awareness 211 00:13:07,760 --> 00:13:11,880 Speaker 2: and can benefit from one hundred years of brand equity 212 00:13:11,960 --> 00:13:15,920 Speaker 2: that we've built here at Delta. And then similarly, we 213 00:13:15,960 --> 00:13:19,959 Speaker 2: always look at organizations that have a shared sense of values, 214 00:13:20,480 --> 00:13:25,160 Speaker 2: driving towards excellence, relentlessly focused on connecting the world through 215 00:13:25,240 --> 00:13:27,920 Speaker 2: passion and interest, all the things that we taugh repeatedly 216 00:13:27,960 --> 00:13:31,080 Speaker 2: about at Delta. We also want to make sure that 217 00:13:31,080 --> 00:13:34,840 Speaker 2: we're finding organizations that speak the same and so when 218 00:13:34,840 --> 00:13:38,480 Speaker 2: we put all of those pieces together, we identify them 219 00:13:39,040 --> 00:13:42,319 Speaker 2: as not just a sports league, but it's really an experience. 220 00:13:42,400 --> 00:13:47,080 Speaker 2: It's an experience that by us becoming part of it, 221 00:13:47,080 --> 00:13:50,600 Speaker 2: it allows us to engage with our customers who are 222 00:13:50,600 --> 00:13:54,640 Speaker 2: also consumers of the WNBA, but doing it through what 223 00:13:54,800 --> 00:13:58,920 Speaker 2: is a much more combined platform when we think about 224 00:13:58,960 --> 00:14:02,040 Speaker 2: the bring together both of these organizations, and so that's 225 00:14:02,040 --> 00:14:04,480 Speaker 2: why it felt right and it felt very exciting for 226 00:14:04,600 --> 00:14:05,480 Speaker 2: us at the same time. 227 00:14:06,040 --> 00:14:09,160 Speaker 1: So this is all about the specific partnership. But are 228 00:14:09,200 --> 00:14:11,920 Speaker 1: there any reasons when you think about where to show 229 00:14:12,000 --> 00:14:14,240 Speaker 1: up in culture as a brand? Are you then guided 230 00:14:14,320 --> 00:14:17,840 Speaker 1: more by irrelevance, by reach by resonance or is it 231 00:14:18,040 --> 00:14:21,440 Speaker 1: all what you've already mentioned in regards to the WNBA partnership. 232 00:14:22,080 --> 00:14:25,360 Speaker 2: No, it's many things. Yeah, when we spend our time 233 00:14:25,600 --> 00:14:27,840 Speaker 2: really looking at our customer base, we do a lot 234 00:14:27,880 --> 00:14:32,640 Speaker 2: of understanding of the various customer segments that the research. So, 235 00:14:32,800 --> 00:14:36,120 Speaker 2: for example, if we look at the gen Z population 236 00:14:36,400 --> 00:14:40,320 Speaker 2: that is coming into the marketplace and beginning their send 237 00:14:40,640 --> 00:14:45,160 Speaker 2: journey right now, they are very attached to culture and 238 00:14:45,200 --> 00:14:48,880 Speaker 2: they're very attached to purpose. So they want to invest 239 00:14:48,920 --> 00:14:55,320 Speaker 2: in brands that feel like them, and they're attaching themselves 240 00:14:55,320 --> 00:14:58,840 Speaker 2: to things in culture that matter to them. So TV 241 00:14:59,000 --> 00:15:03,000 Speaker 2: shows Inflow and Serve celebrities like those are things that 242 00:15:03,080 --> 00:15:05,840 Speaker 2: really resonate. But at the same time, we find that 243 00:15:05,920 --> 00:15:08,960 Speaker 2: gen Z is also a very purpose trevent generation. They 244 00:15:08,960 --> 00:15:12,880 Speaker 2: care about the environment, they care about making a difference, 245 00:15:13,600 --> 00:15:15,360 Speaker 2: and so if we were to sort of just use 246 00:15:15,440 --> 00:15:18,880 Speaker 2: that as an example, we think about how do we 247 00:15:19,440 --> 00:15:23,520 Speaker 2: attract them to become a customer, but then also how 248 00:15:23,520 --> 00:15:26,800 Speaker 2: do we drive engagement and loyalty with them, And so 249 00:15:26,920 --> 00:15:32,760 Speaker 2: attaching ourselves to these cultural moments is something that we 250 00:15:33,200 --> 00:15:36,320 Speaker 2: absolutely focus on. We think about some of our social 251 00:15:36,400 --> 00:15:40,200 Speaker 2: posts from the summer in partnering with some of the 252 00:15:40,240 --> 00:15:44,640 Speaker 2: participants on Love Island or Jumping into the Summer I 253 00:15:44,800 --> 00:15:47,440 Speaker 2: turned pretty one of the biggest shows of the summer 254 00:15:47,480 --> 00:15:51,080 Speaker 2: for the gen Z population in particular. We posted about 255 00:15:51,120 --> 00:15:53,640 Speaker 2: that on social and some may say, well, what does 256 00:15:53,720 --> 00:15:56,360 Speaker 2: that have to do with selling airline tickets, But if 257 00:15:56,360 --> 00:16:00,000 Speaker 2: you actually look at the comments associated with us posts 258 00:16:00,080 --> 00:16:04,480 Speaker 2: stating about both of those cultural moments, we saw things 259 00:16:04,560 --> 00:16:07,280 Speaker 2: like this is why I fly Delta, This is why 260 00:16:07,320 --> 00:16:09,360 Speaker 2: Delta is going to be the next airline I choose 261 00:16:09,400 --> 00:16:12,600 Speaker 2: to like this is how you drive loyalty to me 262 00:16:12,920 --> 00:16:15,800 Speaker 2: and my generation because this is what I'm interested in. 263 00:16:15,920 --> 00:16:20,120 Speaker 2: So there's this paradigm shift in terms of what that generation, 264 00:16:20,400 --> 00:16:24,680 Speaker 2: as an example, is looking for from brands, and so 265 00:16:25,240 --> 00:16:29,040 Speaker 2: we're looking to jump on board. And then also one 266 00:16:29,080 --> 00:16:30,760 Speaker 2: of the things that we did this year as well, 267 00:16:31,680 --> 00:16:34,360 Speaker 2: we donate one percent of our net profits back into 268 00:16:34,440 --> 00:16:37,720 Speaker 2: our community every single year, and so we have over 269 00:16:37,800 --> 00:16:41,760 Speaker 2: six hundred organizations that we partner with in our communities, 270 00:16:42,040 --> 00:16:47,040 Speaker 2: organizations like Habitat for Humanity or ka Groom, and we've 271 00:16:47,120 --> 00:16:51,560 Speaker 2: now opened it up. Those used to be primarily volunteer 272 00:16:51,640 --> 00:16:55,360 Speaker 2: opportunities for Delta employees, but we've heard time and time 273 00:16:55,400 --> 00:16:59,320 Speaker 2: again from our customers that they would like to participate 274 00:16:59,480 --> 00:17:02,480 Speaker 2: in our unity efforts as well. So for the first 275 00:17:02,480 --> 00:17:05,800 Speaker 2: time this year, we opened up our community efforts for 276 00:17:05,960 --> 00:17:11,080 Speaker 2: Steymiles members to also join in helping to be part 277 00:17:11,119 --> 00:17:14,840 Speaker 2: of their communities through this effort that Delta is organizing 278 00:17:14,920 --> 00:17:18,760 Speaker 2: and that's all Christian. Based on what we've heard, these 279 00:17:18,760 --> 00:17:20,920 Speaker 2: are the assets we have and how do we think 280 00:17:20,960 --> 00:17:24,640 Speaker 2: about them differently to drive to our next customer will 281 00:17:24,680 --> 00:17:27,440 Speaker 2: be or drive that engagement that we're looking for amount 282 00:17:27,440 --> 00:17:29,080 Speaker 2: of customers as well. 283 00:17:29,119 --> 00:17:34,000 Speaker 1: Alicia, no conversation these days without talking about technology, and 284 00:17:34,080 --> 00:17:38,600 Speaker 1: I try to avoid AI specifically, but of course technology 285 00:17:38,880 --> 00:17:42,560 Speaker 1: is reshaping every corner of the travel experience and it 286 00:17:42,640 --> 00:17:47,400 Speaker 1: includes AI to personalization to the Delta app. I don't 287 00:17:47,400 --> 00:17:50,200 Speaker 1: know if you would agree if I say specifically about AI. 288 00:17:50,480 --> 00:17:53,160 Speaker 1: This is not really hard to understand, but it's hard 289 00:17:53,200 --> 00:17:57,080 Speaker 1: to talk about this clearly. I feel that that technology 290 00:17:57,119 --> 00:18:00,840 Speaker 1: in general moves faster than the language to describe it, 291 00:18:00,920 --> 00:18:05,720 Speaker 1: and which leads to misalignment and sometimes gives me, maybe 292 00:18:05,760 --> 00:18:07,600 Speaker 1: others as well as feeling you know, this is waste 293 00:18:07,640 --> 00:18:11,280 Speaker 1: of time. So when we think about tech innovation for 294 00:18:11,440 --> 00:18:14,879 Speaker 1: your industry and for delta, where do you spend most 295 00:18:14,920 --> 00:18:18,679 Speaker 1: of your attention and time to get up to speed 296 00:18:18,800 --> 00:18:21,880 Speaker 1: and to decide okay, this is relevant for us. 297 00:18:21,920 --> 00:18:26,000 Speaker 2: I have certainly made an investment in my team to 298 00:18:26,080 --> 00:18:30,800 Speaker 2: make sure that we have a group of technologists who 299 00:18:30,880 --> 00:18:35,439 Speaker 2: are in fact looking at the evolution of technology and 300 00:18:35,520 --> 00:18:38,080 Speaker 2: where it can best play a role for us in 301 00:18:38,119 --> 00:18:42,719 Speaker 2: our business. We have a great marketing technology team that 302 00:18:42,880 --> 00:18:47,000 Speaker 2: is constantly focused on this and where we think the 303 00:18:47,080 --> 00:18:51,040 Speaker 2: biggest opportunities for us. Certainly we live in this world 304 00:18:51,160 --> 00:18:54,920 Speaker 2: of AI, and what are some of the more immediate 305 00:18:55,080 --> 00:18:59,439 Speaker 2: use cases. We really see two ways in particular, Yeah 306 00:19:00,240 --> 00:19:04,879 Speaker 2: is process. How can AI work to help improve our 307 00:19:04,880 --> 00:19:08,359 Speaker 2: way of operating? How can it improve our speed to market? 308 00:19:08,600 --> 00:19:13,520 Speaker 2: How can it help blue the various integrated aspects of 309 00:19:13,560 --> 00:19:17,720 Speaker 2: our team together in a more cohesive way. So that's one, 310 00:19:18,600 --> 00:19:24,479 Speaker 2: and then the second is measurement, insight analytics, And I 311 00:19:24,520 --> 00:19:28,520 Speaker 2: think that on the second part that is so exciting. 312 00:19:29,480 --> 00:19:33,199 Speaker 2: We were one of the first companies to run a 313 00:19:33,320 --> 00:19:38,960 Speaker 2: pilot with a company called Alembic, which is the first 314 00:19:39,080 --> 00:19:46,280 Speaker 2: company to debut AI around measuring above the line marketing. 315 00:19:46,760 --> 00:19:49,400 Speaker 2: So if we think about our above the line marketing 316 00:19:49,440 --> 00:19:53,040 Speaker 2: it's often where the bulk of our budgets sit because 317 00:19:53,080 --> 00:19:56,800 Speaker 2: it's where our big media budgets, our awareness campaigns, etc. 318 00:19:57,680 --> 00:20:01,000 Speaker 2: It's also the most difficult I think the below the 319 00:20:01,040 --> 00:20:04,920 Speaker 2: line types of marketing investments that of what you're driving demand, 320 00:20:05,680 --> 00:20:11,320 Speaker 2: there is more attribution capabilities that exists to be able 321 00:20:11,440 --> 00:20:15,879 Speaker 2: to support measurement and impact and really understanding that journey 322 00:20:15,880 --> 00:20:20,680 Speaker 2: a bit more. But measuring the effect of awareness marketing 323 00:20:21,119 --> 00:20:23,680 Speaker 2: has often been a big challenge, and this is all 324 00:20:23,680 --> 00:20:28,919 Speaker 2: based on artificial intelligence and near real time opportunities, but 325 00:20:29,040 --> 00:20:33,560 Speaker 2: the ability to process large quantities of data in near 326 00:20:33,800 --> 00:20:37,639 Speaker 2: real time cadence to be able to look at a 327 00:20:37,760 --> 00:20:42,680 Speaker 2: variety of data sources to show the effect of media. 328 00:20:43,240 --> 00:20:48,160 Speaker 2: When we ran a pilot against our Olympic efforts last year, 329 00:20:48,800 --> 00:20:52,560 Speaker 2: we are Team USA official airlines, so for the Paris 330 00:20:52,600 --> 00:20:55,800 Speaker 2: Games to be able to show the effect, is there 331 00:20:55,800 --> 00:21:00,679 Speaker 2: any effect between these broadcast spots that we had premiering 332 00:21:00,800 --> 00:21:05,320 Speaker 2: all throughout the games on sales activity. We're people buying 333 00:21:05,400 --> 00:21:10,160 Speaker 2: tickets and so we were able to see that journey 334 00:21:11,080 --> 00:21:15,000 Speaker 2: of showing a broadcast spot and whether or not it 335 00:21:15,160 --> 00:21:17,480 Speaker 2: led to any type of a buying action, and it 336 00:21:17,520 --> 00:21:21,200 Speaker 2: did in fact, we showed millions of dollars of sales 337 00:21:21,720 --> 00:21:26,160 Speaker 2: that was being transacted on our digital platforms as these 338 00:21:26,200 --> 00:21:30,520 Speaker 2: broadcast spots were premiering, And to me, I think that 339 00:21:30,520 --> 00:21:34,359 Speaker 2: that is game changing. It's game changing to be able 340 00:21:34,400 --> 00:21:39,040 Speaker 2: to defend such large quantities of spend that we historically 341 00:21:39,080 --> 00:21:42,639 Speaker 2: haven't had an ability to. I think technology being able 342 00:21:42,680 --> 00:21:45,720 Speaker 2: to enable that I get so inspired and motivated by 343 00:21:45,760 --> 00:21:48,359 Speaker 2: and my team does as well, and so I think 344 00:21:48,520 --> 00:21:51,400 Speaker 2: embracing it to really tackle some of the things that 345 00:21:51,440 --> 00:21:54,560 Speaker 2: we just historically as marketers haven't had the ability to do. 346 00:21:55,160 --> 00:21:59,080 Speaker 2: That's exciting. But making sure Christian, you know, as we've 347 00:21:59,119 --> 00:22:03,760 Speaker 2: talked about, every technology has its pluses and minuses, and 348 00:22:03,840 --> 00:22:07,200 Speaker 2: so we also want to walk, we don't want to run. 349 00:22:08,160 --> 00:22:11,560 Speaker 2: We need to make sure that we're seeking to understand 350 00:22:11,800 --> 00:22:16,080 Speaker 2: first before we jump in, and so the process of 351 00:22:16,160 --> 00:22:20,359 Speaker 2: learning is very deep in my organization today. We've got 352 00:22:20,440 --> 00:22:25,520 Speaker 2: many use cases that are in the works, measurement analytics process, 353 00:22:25,920 --> 00:22:28,320 Speaker 2: which I feel very excited about because I do think 354 00:22:28,320 --> 00:22:31,040 Speaker 2: it can help us run faster and be more efficient 355 00:22:31,160 --> 00:22:33,359 Speaker 2: in the future, and we're running towards it for sure. 356 00:22:44,760 --> 00:22:48,199 Speaker 1: I've heard you talking about tech as a bridge between efficiency, 357 00:22:48,200 --> 00:22:51,399 Speaker 1: which you've just mentioned, but also in motion right. Is 358 00:22:51,440 --> 00:22:54,679 Speaker 1: there a recent innovation that actually made travel feel more human? 359 00:22:55,320 --> 00:22:59,280 Speaker 1: Maybe the recently launched generative AI powered virtual assistant as 360 00:22:59,359 --> 00:23:00,320 Speaker 1: it goes into the. 361 00:23:01,400 --> 00:23:05,360 Speaker 2: We actually this week just released what we call our 362 00:23:05,520 --> 00:23:10,800 Speaker 2: Digital Concierge, and we released it to a small number 363 00:23:11,000 --> 00:23:15,239 Speaker 2: of our Skymiles members and we debuted it during the 364 00:23:15,280 --> 00:23:21,159 Speaker 2: Consumer Electronics Show earlier this year. It's an agentic technology 365 00:23:21,880 --> 00:23:29,399 Speaker 2: that really works to anticipate opportunities to improve the travel experience. So, 366 00:23:29,600 --> 00:23:33,760 Speaker 2: for example, there's so many different aspects of a traveler's journey. 367 00:23:34,400 --> 00:23:38,440 Speaker 2: Imagine a world where you're in your home and you're 368 00:23:38,520 --> 00:23:42,000 Speaker 2: packing your suitcase, getting ready to travel to the airport, 369 00:23:42,760 --> 00:23:47,760 Speaker 2: and you get a message from the Delta concierge that says, 370 00:23:48,520 --> 00:23:53,200 Speaker 2: traffic is very heavy for your route to the airport. 371 00:23:53,760 --> 00:23:57,520 Speaker 2: It's going to take you forty five minutes longer than usual. 372 00:23:58,480 --> 00:24:02,960 Speaker 2: I have identified a joby which we have a partnership with, 373 00:24:03,560 --> 00:24:07,920 Speaker 2: which is a small aircraft that transports you to places 374 00:24:07,960 --> 00:24:11,119 Speaker 2: that you want to go to. We've identified a joby 375 00:24:11,280 --> 00:24:13,919 Speaker 2: for you that will get you to the airport in 376 00:24:14,000 --> 00:24:17,359 Speaker 2: fifteen minutes. Should I book this for you? Yes or no, 377 00:24:18,000 --> 00:24:21,520 Speaker 2: and then the traveler said yes, go ahead, and so 378 00:24:21,560 --> 00:24:25,440 Speaker 2: then next thing you know, that challenge was overcome. And 379 00:24:25,480 --> 00:24:32,080 Speaker 2: that's all because you have Delta Concierge that is anticipating challenges. 380 00:24:32,200 --> 00:24:34,399 Speaker 2: Or when you arrive at the airport and it says 381 00:24:34,960 --> 00:24:39,000 Speaker 2: there is a lot of congestion at this route through 382 00:24:39,040 --> 00:24:43,280 Speaker 2: the airport, I'm going to reroute your walking patterns to 383 00:24:43,400 --> 00:24:47,000 Speaker 2: save you five minutes on your transfer time. And then 384 00:24:47,040 --> 00:24:50,119 Speaker 2: all of a sudden, the GPS appears on your handheld 385 00:24:50,200 --> 00:24:53,479 Speaker 2: device to get you there in a faster method. And 386 00:24:54,080 --> 00:25:01,480 Speaker 2: that's the future of how this agentic capabilit is going 387 00:25:01,560 --> 00:25:04,280 Speaker 2: to work in the favor of our travelers to be 388 00:25:04,320 --> 00:25:08,200 Speaker 2: able to anticipate and help drive an even more seamless 389 00:25:08,240 --> 00:25:10,320 Speaker 2: travel experience, which I think is very exciting. 390 00:25:11,160 --> 00:25:14,600 Speaker 1: I need immediate access to this new app experience because 391 00:25:15,080 --> 00:25:17,200 Speaker 1: you couldn't come up with a better experience. I'm sitting 392 00:25:17,200 --> 00:25:20,360 Speaker 1: here in our New York office. It's raining, like hell, 393 00:25:20,600 --> 00:25:23,520 Speaker 1: I hear it. The traffic stands still. I have to 394 00:25:23,560 --> 00:25:27,159 Speaker 1: go to JFK right after and I just received the 395 00:25:27,480 --> 00:25:30,080 Speaker 1: LA notification that my flight will be delayed by two 396 00:25:30,080 --> 00:25:33,400 Speaker 1: hours or more. So this exactly is a perfect example. 397 00:25:34,080 --> 00:25:36,760 Speaker 1: You are now in the c suite. For a long 398 00:25:36,840 --> 00:25:39,800 Speaker 1: time you was chief revenue officer, but most of the time, 399 00:25:39,880 --> 00:25:44,439 Speaker 1: if I'm right, chief marketing officer. What surprised you or 400 00:25:44,480 --> 00:25:48,720 Speaker 1: what impressed you most about moving from a marketing leader 401 00:25:48,800 --> 00:25:52,240 Speaker 1: role into the C suite? Was it the pressure? Was 402 00:25:52,400 --> 00:25:55,800 Speaker 1: it the power you could feel? Was it the additional 403 00:25:55,840 --> 00:25:58,760 Speaker 1: creativity you have access to? What is it? 404 00:26:00,000 --> 00:26:04,240 Speaker 2: Always say that I love the profession of marketing. The 405 00:26:04,320 --> 00:26:08,000 Speaker 2: early part of my career, I started in finance, was 406 00:26:08,040 --> 00:26:10,520 Speaker 2: part of a lot of merger and acquisition types of 407 00:26:10,640 --> 00:26:13,960 Speaker 2: activity early in my career, and led an acquisition of 408 00:26:14,119 --> 00:26:17,080 Speaker 2: my first company that I was at. And it was 409 00:26:17,160 --> 00:26:21,000 Speaker 2: really interesting sitting in that role, and when I was 410 00:26:21,040 --> 00:26:24,680 Speaker 2: sitting across the table from potential partners for our company, 411 00:26:25,359 --> 00:26:32,120 Speaker 2: potential acquirers of our company, bankers, lawyers, you name it, it 412 00:26:31,400 --> 00:26:38,080 Speaker 2: was really interesting to recognize that the single biggest thing 413 00:26:39,119 --> 00:26:43,560 Speaker 2: that could make our break a decision to invest or 414 00:26:43,640 --> 00:26:47,520 Speaker 2: even a decision on how much to invest, was how 415 00:26:47,560 --> 00:26:50,040 Speaker 2: well you had an ability to tell the story of 416 00:26:50,080 --> 00:26:54,719 Speaker 2: your company. And you could be the most brilliant person 417 00:26:54,840 --> 00:26:58,720 Speaker 2: and have created the most brilliant product. But if you 418 00:26:58,880 --> 00:27:03,560 Speaker 2: couldn't tell a story about that in terms of why 419 00:27:03,600 --> 00:27:07,679 Speaker 2: this product is needed, and who your target audience is, 420 00:27:08,480 --> 00:27:11,320 Speaker 2: and why this matters to them, and what it's going 421 00:27:11,359 --> 00:27:15,679 Speaker 2: to either change or improve for them, and why you 422 00:27:15,760 --> 00:27:19,680 Speaker 2: are differentiated from any brand who perhaps claims to do 423 00:27:19,720 --> 00:27:23,119 Speaker 2: the same thing. It could single handedly make or break 424 00:27:23,240 --> 00:27:28,080 Speaker 2: so much. And that is when Christian, As I went 425 00:27:28,119 --> 00:27:32,399 Speaker 2: through those first seven years of my career, I realized 426 00:27:32,440 --> 00:27:37,320 Speaker 2: the power of storytelling, and I also realized that that's 427 00:27:37,359 --> 00:27:40,840 Speaker 2: the career that I wanted, and so then began a 428 00:27:40,920 --> 00:27:45,199 Speaker 2: journey of my next twenty years. And I've had the 429 00:27:45,200 --> 00:27:49,600 Speaker 2: great privilege to move through the ranks of marketing and 430 00:27:49,760 --> 00:27:54,280 Speaker 2: being in the C level. What I've realized is what 431 00:27:54,359 --> 00:27:57,840 Speaker 2: I knew about marketing then is exactly what I know 432 00:27:57,960 --> 00:28:01,320 Speaker 2: about marketing today, and that is is we live at 433 00:28:01,320 --> 00:28:04,520 Speaker 2: the intersection of art and science. We talk about this 434 00:28:04,640 --> 00:28:10,080 Speaker 2: certainly as marketers. Budgets are getting smaller, and we have 435 00:28:10,160 --> 00:28:15,080 Speaker 2: to really demonstrate time and time again that marketing is 436 00:28:15,119 --> 00:28:20,040 Speaker 2: a true asset in the ability to grow our business 437 00:28:20,080 --> 00:28:23,679 Speaker 2: and grow our business by way of the customers that 438 00:28:23,720 --> 00:28:29,439 Speaker 2: we're trying to attract or the engagement and loyalty that 439 00:28:29,480 --> 00:28:31,840 Speaker 2: we're trying to create, and so when I use an 440 00:28:31,840 --> 00:28:34,480 Speaker 2: example of delta, you know, it's very easy for me 441 00:28:34,560 --> 00:28:36,960 Speaker 2: to say that I'm in the business of helping people 442 00:28:37,040 --> 00:28:40,600 Speaker 2: understand how well we enable our customers to get from 443 00:28:40,600 --> 00:28:44,120 Speaker 2: point A to point B. But to me, that's too simple, right, 444 00:28:44,160 --> 00:28:45,760 Speaker 2: I mean, obviously we need to do that, and we 445 00:28:45,800 --> 00:28:48,680 Speaker 2: need to do that well and consistently, time and time again, 446 00:28:48,760 --> 00:28:53,600 Speaker 2: and safely most importantly, but really my role is to 447 00:28:53,680 --> 00:28:59,120 Speaker 2: celebrate why they're going and where they're going. And every 448 00:28:59,240 --> 00:29:03,880 Speaker 2: person walk onto our plane with a story every day. 449 00:29:04,840 --> 00:29:07,520 Speaker 2: And you know, there's often a fair bit of convincing 450 00:29:07,680 --> 00:29:11,560 Speaker 2: at senior levels of why a story matters, because some 451 00:29:11,640 --> 00:29:14,440 Speaker 2: may think brand is expensive and do we need to 452 00:29:14,480 --> 00:29:16,560 Speaker 2: invest in it? And yes we do, and we need 453 00:29:16,600 --> 00:29:20,360 Speaker 2: to continuously do so. But it is because it's the 454 00:29:20,400 --> 00:29:26,479 Speaker 2: most powerful thing that we have. It's to remind people 455 00:29:26,520 --> 00:29:32,360 Speaker 2: that travel isn't about miles, it's about meaning. Brand isn't decoration, 456 00:29:32,800 --> 00:29:37,400 Speaker 2: it's strategy, and it's the difference between a company people 457 00:29:37,480 --> 00:29:43,160 Speaker 2: tolerate and a company people actively choose. And as marketers, 458 00:29:43,200 --> 00:29:46,360 Speaker 2: in my role, we give meaning to motion, we give 459 00:29:46,440 --> 00:29:49,560 Speaker 2: purpose to products, and we give humanity to business, and 460 00:29:50,600 --> 00:29:54,120 Speaker 2: that is my job. Living in the C suite. It's 461 00:29:54,200 --> 00:29:57,000 Speaker 2: less to convince those that I work with because everybody 462 00:29:57,000 --> 00:29:59,360 Speaker 2: gets that, But it's more how do you drive that 463 00:29:59,440 --> 00:30:02,520 Speaker 2: and how do you empower a marketing organization to deliver 464 00:30:02,600 --> 00:30:03,480 Speaker 2: that every single day? 465 00:30:04,320 --> 00:30:06,960 Speaker 1: For me, that sounds like a perfect summary and description 466 00:30:07,080 --> 00:30:10,080 Speaker 1: how you live your job every day. But part of 467 00:30:10,120 --> 00:30:13,000 Speaker 1: this is, I mean for all of us, at some stage, 468 00:30:13,000 --> 00:30:16,280 Speaker 1: you have also moments of discomfort. And I've read an 469 00:30:16,400 --> 00:30:19,120 Speaker 1: article where you said you learn the most when you 470 00:30:19,200 --> 00:30:23,320 Speaker 1: feel uncomfortable. Let us know what you mean by that. 471 00:30:23,760 --> 00:30:26,360 Speaker 1: What's the recent moment you know that really pushed you 472 00:30:26,480 --> 00:30:29,560 Speaker 1: out of your comfort zone and where you get a 473 00:30:29,680 --> 00:30:33,360 Speaker 1: positive momentum out of this because of the learning factor. 474 00:30:34,160 --> 00:30:37,040 Speaker 2: Well, I mean, I think anytime you take on a 475 00:30:37,080 --> 00:30:41,240 Speaker 2: new role or you join a new company, it's uncomfortable. 476 00:30:42,120 --> 00:30:45,560 Speaker 2: You know. When I had the great privilege to become 477 00:30:45,720 --> 00:30:49,360 Speaker 2: part of Delta two and a half years ago, as 478 00:30:49,440 --> 00:30:53,920 Speaker 2: excited as I was, I also was uncomfortable because I 479 00:30:54,080 --> 00:30:57,480 Speaker 2: hadn't had years and years of experience in the industry 480 00:30:58,240 --> 00:31:02,520 Speaker 2: and Delta is one hundred your old brand, and whether 481 00:31:02,640 --> 00:31:05,400 Speaker 2: or not I could fit in and make a difference 482 00:31:05,600 --> 00:31:10,720 Speaker 2: I'm sure everybody can relate to having that feeling when 483 00:31:10,720 --> 00:31:13,080 Speaker 2: you take on a new role, no matter how excited 484 00:31:13,120 --> 00:31:15,840 Speaker 2: you are, I mean, there's also feelings that you have 485 00:31:15,960 --> 00:31:19,200 Speaker 2: of you know, am I the most qualified for this role? 486 00:31:19,280 --> 00:31:22,760 Speaker 2: And am I really going to be able to make 487 00:31:22,800 --> 00:31:26,640 Speaker 2: a difference. And luckily many of us are blessed to 488 00:31:26,800 --> 00:31:30,760 Speaker 2: have people in our corner that convince you that you 489 00:31:30,840 --> 00:31:34,520 Speaker 2: are that good or you can do it, and you 490 00:31:34,640 --> 00:31:38,560 Speaker 2: are a quick learner, and you love people and love 491 00:31:38,600 --> 00:31:42,160 Speaker 2: to learn from people, and those are all the attributes 492 00:31:42,200 --> 00:31:44,880 Speaker 2: that often a person needs to possess to get them 493 00:31:45,160 --> 00:31:49,240 Speaker 2: going from uncomfortable to comfortable. And it's interesting and even 494 00:31:49,240 --> 00:31:52,320 Speaker 2: when I say the word comfortable, I've always been a 495 00:31:52,320 --> 00:31:57,360 Speaker 2: believer too that the more comfortable you are, often the 496 00:31:57,360 --> 00:32:02,240 Speaker 2: more stagnant you often be. And I love to wake 497 00:32:02,320 --> 00:32:06,080 Speaker 2: up every single day thinking about what I can do differently, 498 00:32:06,880 --> 00:32:11,240 Speaker 2: how do I make this day different from yesterday. Every 499 00:32:11,320 --> 00:32:16,840 Speaker 2: day there's something we come across that makes us uncomfortable. 500 00:32:17,280 --> 00:32:20,760 Speaker 2: I think that that's just life. But I've always found 501 00:32:21,200 --> 00:32:24,680 Speaker 2: that when you're uncomfortable, if you push yourself and you 502 00:32:24,760 --> 00:32:28,920 Speaker 2: run towards it, that's when you're most learning and if 503 00:32:28,960 --> 00:32:35,120 Speaker 2: I put that as my lens to view discomfort in 504 00:32:35,160 --> 00:32:40,200 Speaker 2: a positive way, it helps bring that motivation and inspiration 505 00:32:40,480 --> 00:32:46,120 Speaker 2: to me to recognize and embrace discomfort. Look, we live 506 00:32:46,160 --> 00:32:49,880 Speaker 2: in a really, really complicated world, and every day it 507 00:32:49,920 --> 00:32:53,560 Speaker 2: feels like it's getting more complicated than less complicated. And 508 00:32:53,680 --> 00:32:57,240 Speaker 2: in some ways it's inspiring to me because the world 509 00:32:57,360 --> 00:33:00,720 Speaker 2: as it evolves can be uncomfortable, but to believe that 510 00:33:01,280 --> 00:33:04,680 Speaker 2: you can do something differently, And even as I think 511 00:33:04,720 --> 00:33:08,240 Speaker 2: about my role as a marketer as it relates to storytelling, 512 00:33:08,360 --> 00:33:12,120 Speaker 2: if we can help our passengers, our customers every day, 513 00:33:12,800 --> 00:33:17,040 Speaker 2: when our brand finds its voice and when purpose comes alive, 514 00:33:17,880 --> 00:33:20,040 Speaker 2: it feels like the world shifts and it starts to 515 00:33:20,040 --> 00:33:23,360 Speaker 2: become a little closer to what it could be. And 516 00:33:23,440 --> 00:33:26,200 Speaker 2: I think we have real power in that. And the 517 00:33:26,200 --> 00:33:29,640 Speaker 2: more we embrace discomfort and run towards it and think 518 00:33:29,640 --> 00:33:33,000 Speaker 2: about possibility, to me, that's what's always been a motivator 519 00:33:33,040 --> 00:33:33,560 Speaker 2: of mine. 520 00:33:33,840 --> 00:33:35,680 Speaker 1: And at the end, there are moments you have to 521 00:33:35,720 --> 00:33:40,640 Speaker 1: go through these uncomfortable situation and then not just the learning, 522 00:33:40,640 --> 00:33:43,880 Speaker 1: but also when you made it through that provides a 523 00:33:43,880 --> 00:33:46,920 Speaker 1: good feeling, right, and also if it wasn't perfect in 524 00:33:47,000 --> 00:33:51,400 Speaker 1: this moment. It always provides you a sense of comfort, 525 00:33:51,640 --> 00:33:54,760 Speaker 1: you know when you made it when you look back. 526 00:33:55,160 --> 00:33:59,480 Speaker 1: What is one piece of advice you would give emerging 527 00:33:59,560 --> 00:34:02,760 Speaker 1: leaders that you wish someone had told you early in 528 00:34:02,800 --> 00:34:07,480 Speaker 1: your career. I'm sure you had mentors, advisors, people who 529 00:34:08,160 --> 00:34:10,520 Speaker 1: wanted the best for you and gave all the advice 530 00:34:10,560 --> 00:34:13,799 Speaker 1: of the world. But nobody can foresee the future all 531 00:34:13,800 --> 00:34:15,920 Speaker 1: the time, so maybe there was some missing pieces. What 532 00:34:15,920 --> 00:34:18,600 Speaker 1: would you give somebody as an emerging media what kind 533 00:34:18,640 --> 00:34:19,120 Speaker 1: of advice? 534 00:34:19,800 --> 00:34:25,160 Speaker 2: I think everybody comes into their careers with an incredible 535 00:34:25,800 --> 00:34:31,239 Speaker 2: level of energy and spark and belief in themselves and 536 00:34:31,360 --> 00:34:35,799 Speaker 2: excitement for what they can do. I spend a lot 537 00:34:35,840 --> 00:34:39,279 Speaker 2: of time with early graduates from school or those who 538 00:34:39,280 --> 00:34:43,160 Speaker 2: are about to graduate. We have a beautiful internship program 539 00:34:43,320 --> 00:34:47,440 Speaker 2: here at Delta, and it's often where I love spending 540 00:34:47,520 --> 00:34:50,839 Speaker 2: my time is talking with the kids that go through 541 00:34:50,840 --> 00:34:53,799 Speaker 2: this program or that are about to come into the marketplace. 542 00:34:53,840 --> 00:34:57,440 Speaker 2: And every single one of them has energy, they have sparked, 543 00:34:57,520 --> 00:35:02,799 Speaker 2: they have emotion. And I say this because someone very 544 00:35:02,840 --> 00:35:05,560 Speaker 2: early in my career said the same to me when 545 00:35:05,560 --> 00:35:11,080 Speaker 2: they saw my energy. Do not ever lose your spark, 546 00:35:11,520 --> 00:35:16,839 Speaker 2: don't lose your energy because the world is tough and 547 00:35:16,920 --> 00:35:19,439 Speaker 2: the world's in many ways going to try to take 548 00:35:19,480 --> 00:35:22,280 Speaker 2: that away from you, and that happens in many forms. 549 00:35:22,400 --> 00:35:25,279 Speaker 2: Knock you down, you fail, people don't help you up. 550 00:35:25,320 --> 00:35:28,440 Speaker 2: You got to help yourself up. There's hurdles, there's obstacles, 551 00:35:29,000 --> 00:35:33,359 Speaker 2: there's challenges, there's all of these forces that are going 552 00:35:33,440 --> 00:35:37,480 Speaker 2: to come at you. And life's not easy. But the 553 00:35:37,640 --> 00:35:44,320 Speaker 2: energy that you can maintain from within, do not ever 554 00:35:44,520 --> 00:35:48,680 Speaker 2: let anybody take that away from you. That is something 555 00:35:48,880 --> 00:35:54,160 Speaker 2: that someone told me twenty five years ago, and it's 556 00:35:54,160 --> 00:35:56,839 Speaker 2: what I carry with me every single day because I 557 00:35:56,880 --> 00:36:00,000 Speaker 2: think energy is infectious. I think energy is what leads 558 00:36:00,200 --> 00:36:03,919 Speaker 2: to innovation and passion, and I think the world needs 559 00:36:03,960 --> 00:36:06,759 Speaker 2: so much more than that. I think it helps you 560 00:36:06,800 --> 00:36:11,480 Speaker 2: to overcome obstacles, overcome discomfort. I think all of it 561 00:36:11,520 --> 00:36:15,720 Speaker 2: is just a source of just enabling you to believe 562 00:36:15,760 --> 00:36:18,440 Speaker 2: that you can do big things. And the more you 563 00:36:18,480 --> 00:36:21,799 Speaker 2: can cite to protect that, the more I think you 564 00:36:21,960 --> 00:36:26,960 Speaker 2: lead this life of happiness and being able to believe 565 00:36:27,000 --> 00:36:31,080 Speaker 2: that you can overcome anything. And so that's advice that 566 00:36:31,200 --> 00:36:34,080 Speaker 2: I got and it's advice that I love to pass 567 00:36:34,120 --> 00:36:36,400 Speaker 2: on and to share every single day to others that 568 00:36:36,440 --> 00:36:37,120 Speaker 2: are around me. 569 00:36:37,960 --> 00:36:40,560 Speaker 1: That's great advice. And I'm sure many of our listeners 570 00:36:40,600 --> 00:36:43,640 Speaker 1: will take this away from this conversation. So may I 571 00:36:43,680 --> 00:36:47,800 Speaker 1: ask another personal question. Because we are all measured and 572 00:36:47,880 --> 00:36:50,279 Speaker 1: it's all about success when we do our jobs, et cetera, 573 00:36:50,880 --> 00:36:54,320 Speaker 1: what about you personally? How do you measure success for 574 00:36:54,440 --> 00:36:57,320 Speaker 1: your personally, not for Delta, but for yourself as a leader. 575 00:36:57,760 --> 00:36:59,640 Speaker 1: When do you go home and say that was not 576 00:36:59,719 --> 00:37:01,560 Speaker 1: just a good day, but you know that was a 577 00:37:01,600 --> 00:37:02,480 Speaker 1: successful day. 578 00:37:03,360 --> 00:37:07,080 Speaker 2: Well, I will tell you I am a proud wife 579 00:37:07,239 --> 00:37:12,960 Speaker 2: and a mom first beyond anything else, I live for 580 00:37:13,640 --> 00:37:17,560 Speaker 2: the happiness of my family. I live for the comfort 581 00:37:17,719 --> 00:37:20,279 Speaker 2: of my family, and I live to be a role 582 00:37:20,360 --> 00:37:24,759 Speaker 2: model for my family as well, especially my sixteen year 583 00:37:24,800 --> 00:37:31,200 Speaker 2: old daughter who when she was seven years old, I 584 00:37:31,239 --> 00:37:35,320 Speaker 2: witnessed her playing with her imaginary friends, as little kids 585 00:37:35,360 --> 00:37:39,319 Speaker 2: often do, and I realized that she had set up 586 00:37:39,360 --> 00:37:44,120 Speaker 2: a mock boardroom in her playroom and she was conducting 587 00:37:44,120 --> 00:37:47,000 Speaker 2: a meeting. And it was one of the most wonderful 588 00:37:47,040 --> 00:37:49,360 Speaker 2: moments because I said, she got that from her mom. 589 00:37:50,320 --> 00:37:54,000 Speaker 2: And I listened to how she was conducting this meeting 590 00:37:54,120 --> 00:37:57,960 Speaker 2: and talking with her team and with her business partners, 591 00:37:58,680 --> 00:38:04,880 Speaker 2: and I thought to myself, Okay, me being a leader, 592 00:38:05,280 --> 00:38:09,200 Speaker 2: I truly believe helps me be a better mom, and 593 00:38:09,280 --> 00:38:12,360 Speaker 2: me being a mom helps me be a better leader. 594 00:38:13,120 --> 00:38:16,279 Speaker 2: And I will tell you Christian that beyond anything that 595 00:38:16,320 --> 00:38:19,760 Speaker 2: we do at work, it's how do these all come together? 596 00:38:20,760 --> 00:38:26,040 Speaker 2: And do I work well enabling all of those things 597 00:38:26,080 --> 00:38:30,279 Speaker 2: in my life to coexist? Because if I can, then 598 00:38:30,360 --> 00:38:33,680 Speaker 2: I have this ability to just leave together the most 599 00:38:33,760 --> 00:38:37,840 Speaker 2: beautiful fabric on earth. And I work hard at that. 600 00:38:38,000 --> 00:38:41,760 Speaker 2: I work hard to be that role model at home 601 00:38:42,040 --> 00:38:46,759 Speaker 2: and in the office. And my ability to do that 602 00:38:46,840 --> 00:38:49,000 Speaker 2: when I go home every day and look, it's hard. 603 00:38:49,080 --> 00:38:51,879 Speaker 2: The juggle is fierce. It's real. I don't have it 604 00:38:51,880 --> 00:38:54,760 Speaker 2: figured out. But if I know that I was able 605 00:38:54,760 --> 00:38:57,680 Speaker 2: to help somebody at work one day, or if I 606 00:38:57,719 --> 00:39:01,440 Speaker 2: was equally able to help someone at home, to me, 607 00:39:01,600 --> 00:39:03,480 Speaker 2: that's the judge of a great day, and that's the 608 00:39:03,560 --> 00:39:04,600 Speaker 2: judge of success. 609 00:39:04,880 --> 00:39:08,520 Speaker 1: Awesome. Thank you for sharing this, Alicia. A final question 610 00:39:08,600 --> 00:39:10,600 Speaker 1: and if you would agree, I would like you to 611 00:39:10,840 --> 00:39:16,000 Speaker 1: finish this sentence. The future of travel will belong to brands. 612 00:39:16,239 --> 00:39:22,080 Speaker 2: That the future of travel will belong to brands that 613 00:39:22,920 --> 00:39:27,760 Speaker 2: recognize that you have to build a product that caters 614 00:39:27,840 --> 00:39:32,480 Speaker 2: to people's emotions, and that the more emotional you are 615 00:39:32,600 --> 00:39:37,279 Speaker 2: as a brand, the more you will be relevant to 616 00:39:37,320 --> 00:39:40,880 Speaker 2: what our customers of today and tomorrow must expect. 617 00:39:41,920 --> 00:39:45,759 Speaker 1: What a great summary for our conversation today, and I 618 00:39:45,760 --> 00:39:48,160 Speaker 1: feel we could go on and go on for hours 619 00:39:48,800 --> 00:39:52,720 Speaker 1: for sure. I hope you welcome you at Possible in April, Alicia. 620 00:39:52,800 --> 00:39:56,000 Speaker 1: This has been a masterclass and how to build brands 621 00:39:56,520 --> 00:39:59,600 Speaker 1: that fly higher, not just in market share, but also 622 00:39:59,600 --> 00:40:02,680 Speaker 1: in mean And this was all about our conversation from 623 00:40:02,719 --> 00:40:07,320 Speaker 1: reimagining loyalty as an experience. We talked about blending technologies, 624 00:40:07,640 --> 00:40:11,040 Speaker 1: combining with humanity, and you've shown us what it takes 625 00:40:11,160 --> 00:40:14,239 Speaker 1: to lead a century old brand into the next one 626 00:40:14,280 --> 00:40:19,160 Speaker 1: hundred years with curiosity, with courage, and with purpose. Thank 627 00:40:19,200 --> 00:40:21,279 Speaker 1: you so much for joining us here at Possible now, 628 00:40:21,400 --> 00:40:22,799 Speaker 1: Alsia Tillman, thank you. 629 00:40:23,200 --> 00:40:25,040 Speaker 2: Christian, Thank you so much for having me. 630 00:40:27,640 --> 00:40:30,439 Speaker 1: Thanks for tuning in everyone once again. I'm your host, 631 00:40:30,600 --> 00:40:33,799 Speaker 1: Christian Mohre. If you have a question or suggestion to me, 632 00:40:34,160 --> 00:40:36,879 Speaker 1: reach out, send me the M on LinkedIn. If you're 633 00:40:36,960 --> 00:40:40,080 Speaker 1: courious to learn more about Possible, sign up for our newsletter, 634 00:40:40,360 --> 00:40:42,080 Speaker 1: or if you want to join us at the Possible 635 00:40:42,120 --> 00:40:46,799 Speaker 1: Show in Miami, visit possibleevent dot com. Possible Now is 636 00:40:46,800 --> 00:40:51,000 Speaker 1: a co production of iHeartMedia and Possible. Our executive producers 637 00:40:51,080 --> 00:40:55,080 Speaker 1: are Ryan Marx and Yasmin Melendez. Our supervising producer is 638 00:40:55,120 --> 00:40:58,920 Speaker 1: Meredith Barnes. Special thanks to Colleen Lawrence Mack from our 639 00:40:58,920 --> 00:41:03,120 Speaker 1: programming team. Our theme music is composed by Anthony Ketcoli. 640 00:41:03,719 --> 00:41:08,120 Speaker 1: For more podcasts from iHeart, visit the iHeart app, Apple Podcasts, 641 00:41:08,239 --> 00:41:10,960 Speaker 1: or wherever you listen to your favorite shows.