40 Under 40 2020 | Maggie Schmerin, United Airlines, 36

40 Under 40 2020 | Maggie Schmerin, United Airlines, 36

Some people are busy, other people are really busy and then there’s Maggie Schmerin.

Schmerin leads social and digital media for United Airlines, including managing global social media efforts and 11 channels across North America, Europe and Asia. Responsibilities also include customer and employee influencer marketing, brand social engagement, analytics, governance and training and the company’s public-facing blog, the United Hub.

Her experience with the airline dates back before her tenure, as it was her client during a previous role at Edelman, in which she led communications for the launch of United’s Polaris business class.

She also collaborated with clients BlackBerry and Shell while at Edelman and previously worked at DC boutique agencies Hellerman Baretz Communications and Spectrum Science Communications.

Schmerin’s achievements also include overseeing comms for Shell’s “innovation” work stream and being part of the multiagency team on Make the Future, which won a Cannes Lions award. The campaign included renovating a Rio de Janeiro soccer field and inviting legend Pelé to kick the first ball on it.

At United, Schmerin worked on the award-winning Flight for the Planet campaign, which promoted the most ecofriendly flight in the airline’s history. The push initially confused followers after United dropped all of the Cs, Os and 2s from its post — before eagle-eyed followers caught on to the meaning.

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