How Shannon Womack Creates Premium Delta Experiences

Over the last 4 years, Shannon Womack has helped lead Delta's global brand strategy and marketing for all brand communications in North America. As the General Manager of U.S. Brand Marketing, she has worked on developing award-winning campaigns, sponsorships with the Olympics and The Masters and helped launch a podcast aimed to champion diverse perspectives. But at her core, there is nothing Shannon loves more than hosting and bringing people together, which can be seen throughout her work which includes her time working with brands like American Express and the US Open. Learn more about Shannon and her career, how she develops talent and what she learned from being a part of the Adweek Executive Mentorship Program. Adweek: How did you get to where you are today? Any noteworthy aha-moments along the way?SW: There is nothing that I love more than hosting and bringing people together. I am always planning a party or curating a trip itinerary full of off-the-beaten-path experiences. I started an events business in college with this in mind. I eventually realized this passion for creating experiences for others was essentially marketing. As a marketer, I’ve had the privilege of stewarding brands ranging from American Express to the US Open and now Delta, where I am honored to help bring our mission of connecting the world to life through brand communications. What's the most innovative thing you're currently working on?I wouldn’t be who I am without using the element of surprise. Stay tuned! What’s one piece of work from your career that you’re the proudest of?I’ve had the opportunity to do a lot of amazing work ranging from a billboard takeover in Times Square to drive ticket sales for the US Open to the first silent disco ever on an airplane (DJed by Questlove) to build awareness of Delta’s in-flight experience. However, I am most proud of a podcast series we created at Delta in partnership with StoryCorps called To & From. It allowed diverse voices to be heard and it created a community around a shared passion for partaking in new experiences and learning about new cultures. I know firsthand how powerful diverse perspectives are, and I’m grateful to work for a brand that champions that belief. The premise of the podcast series was bringing two people together to discuss what they gained when choosing to step out of their comfort zones and learn about different cultures. The stories were rich reminders of the beauty in both our differences and our shared experiences. To celebrate the launch of the series, we hosted a dinner with the podcast participants where nearly 30 countries were represented. Amid the rich dialogue about jollof rice prepared Nigerian style versus Ghanian style (over a meal curated by the renowned Chef Marcus Samuelsson, I should add!), I have never felt a stronger and more expansive sense of community. To and From, our new podcast with StoryCorps, celebrates what we give and what we gain when we choose to explore. Launching November 25th.— Delta (@Delta) November 12, 2019 Was there ever a time where you questioned your career path? How did you handle that? I am a mom of 2 boys—one is 4 and the other is 10 months. The pandemic was a trying time, and while I didn’t necessarily question my career, I did question my capacity. The weight of trying to succeed at work and at home is not new, but the pandemic greatly exacerbated it. The silver lining for me has been that I’ve gotten much clearer about my priorities so as the world has returned, I’ve been intentional about coming back differently. I’ve also committed to using my voice to share what I need to continue performing at a high level and doing the same for my team as well. What is one skill that you think is currently underdeveloped in marketing?The belief that creativity and quantitative skills are mutually exclusive. I love art, but also believe that science is equally important, so for me, the best marketers are those who can think both creatively and analytically. It may be surprising to know that when I was in business school at NYU, my favorite course was investment banking. Ultimately, I think my understanding of finance has made me a better marketer. How do you pick and develop the talent on your team?I seek out people who aren’t afraid to question the status quo and don’t accept something as the standard just because it’s always been done. I strive to create environments where my team feels comfortable sharing their thoughts—especially if they differ from mine. I truly believe in giving and receiving open and honest feedback. I was scrolling on Instagram the other day and saw a great quote from Adam Grant along the lines of, “If you’re worried about hurting someone’s feelings when sharing feedback, it’s a sign that you haven’t earned their trust.” Gaining my team members’ trust is a privilege that I don’t take lightly. What's a way that you predict marketing will change as more people begin traveling/going out again?The connection between physical and digital experiences that was growing in importance a few years ago will be critical in the coming years. In the immediate aftermath of the pandemic, it will be all about IRL experiences. That said, consumers will still expect the same level of curation, personalization and “shopability” that comes from being online. How will retailers make it just as easy to buy in-person as they do online? I’m excited to see how brands will respond to that challenge to make online and in-store environments increasingly seamless. What’s the best advice you’ve ever received?“Lift as you climb.” It sounds so simple, but it’s truly what I believe. Just as I have benefitted from being inspired and supported by so many, it is important for me to create space for others as well. What one question would you ask the marketing community and why?What insight have you gained during the pandemic that you don’t want to lose sight of in our new normal? You were also part of the Adweek Executive Mentorship Program. What were you looking forward to the most about being paired with Dara Treseder of Peloton? When I think about loved brands, I immediately think about Peloton. Peloton is not just a fitness product—it’s a community and it’s a way of life. It’s not only expanded the fitness category, but it’s also truly transcended it thanks to Dara’s leadership. She has defined such a clear but expansive space for Peloton in culture. I’m also inspired by her approach to leadership - she often speaks of being a manager of others as an honor and a privilege. I share this perspective and was excited to learn what she thinks is most critical to motivate and elevate diverse teams. 2021 Adweek Executive Mentees Reflect On a Year of Mentorship

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How Shannon Womack's Investment Banking Knowledge Helps Create Premium Delta Experiences

She believes creativity and quantitative skills are not mutually exclusive

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