Chris Vary initially joined Weber Shandwick's Detroit office in 2006 and worked primarily on General Motors' social media efforts with significant success. Vary's reputation quickly spread and he was soon recruited to the agency's Southwest office to lead the regional group's digital and social media programs. One of his noted accomplishments has been leading American Airlines' entry into social media. Last year, he led a campaign to celebrate the airline's 10,000th Facebook fan by offering a 10% discount code solely by social media; it generated hundreds of thousands of dollars in sales. Vary is a regular conference speaker and a member of the Dallas Social Media Club.