Maggie Schmerin

Most people probably don’t care about the executives a company hires, but the public definitely took notice of one new exec at United Airlines this year: Oscar the Grouch, chief trash officer. “Hiring” a Sesame Street character for the C-suite role was the work of Maggie Schmerin and her crew. The aim was to publicize United’s use of sustainable aviation fuel, which really is made from garbage. Biofuels were just one talking point for “Good Leads the Way,” United’s first major campaign in a decade.