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Virgin America marketing chief: 'What would Richard do?'

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Luanne Calvert is used to working without a net, executing first-class, buzzworthy campaigns and forging relationships on the fly.

When the five-year-old airline Virgin America, partly owned by Sir Richard Branson’s Virgin Group, hired her in October 2011, it lauded Calvert’s considerable brand and digital marketing experience. (Now Virgin America’s chief marketer, Calvert rose through the ranks of Yahoo, Google and ad agencies such as Goodby, Silverstein & Partners.) What it didn’t mention was her appetite for risk—and attention.

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