Kristen Lauria of Wheels Up: Prioritizing Experiences Over Traditional Ads

In this episode of CMO Weekly, host Hayley Clover sits down with Kristen Lauria, the Chief Marketing Officer at Wheels Up. Kristen shares her unconventional journey from aerospace engineer to marketing leader, illustrating how a background in logic and structured problem-solving can be a secret weapon for navigating the "chaos" of modern marketing.The conversation dives deep into how Wheels Up is disrupting the private aviation industry through its "aviation solutions" model. Kristen discusses the company's strategic partnership with Delta, their innovative approach to customer experience, and why they prioritize experiential marketing over traditional advertising to reach their niche audience.Key Highlights & Timestamps [02:08] From Engineering to Marketing: Kristen explains how her MIT business degree and engineering background help her bring structure to complex market challenges.[06:41] Redefining Private Aviation: A look at the "aviation solutions" platform and how Wheels Up facilitates seamless journeys by combining private and commercial travel.[08:58] The Delta Partnership: Insights into why Delta is a strategic lead investor and how their operational excellence influences Wheels Up.[11:30] Authentic Athlete Ambassadors: Why partnerships with stars like Fernando Mendoza and Ben Griffin are built on real-world use cases rather than just "pretty pictures".[14:58] Meeting Customers Where They Are: The power of experiential marketing at events like the Masters and the Cayman Cookout to build trust and drive advocacy.[18:43] The Future of Wheels Up: Kristen’s vision for the next few years, focusing on global growth and category-defining thought leadership.About Kristen Lauria:Kristen is a transformation-led marketing executive with deep expertise from roles at IBM, Cigna, and Akamai. At Wheels Up, she leads brand strategy, loyalty, and customer acquisition, helping to redefine luxury travel for today's flyers.