• by Danielle Oster , October 11, 2024

United Airlines is investing in its marketing with the appointment of Christina O’Rourke to the newly created role of director of creative strategy, content.

O’Rourke previously oversaw United’s brand advertising campaigns in a full-time contractor position, and will continue in those responsibilities in her new position. As director of creative strategy, content, she will also be tasked with overseeing United’s internal creative department and leading the creative strategy behind its marketing efforts.

O’Rourke has played a leading role in shaping recent entries in United’s ongoing “Good Leads The Way” campaign.

She will report directly to United Chief Advertising Officer Maggie Schmerin, who was promoted to the role in June of 2023 after serving as head of global advertising and social media for three years.

Prior to joining United, O’Rourke spent the better part of a decade at Edelman, where she most recently served as executive vice president, head of production.. Prior to that, she spent over three years with retail fashion and apparel company BeachMint. Her portfolio also includes work for brands including Barilla, Bush’s Beans, HP, Kellogg’s, KFC, and Samsung. Prior to her career in advertising and marketing, she worked in fashion, film production, and tech.