CMO Forum 2024: Navigating Brand Challenges

Chief Marketing Officer, HUB International

As a member of the HUB Executive Management Team. Shinnick oversees a global marketing organization responsible for global brand initiatives, local field strategies, performance marketing, strategic partner programs and corporate communications. Shinnick joined HUB in 2015 and since then has built HUB’s Marketing Center of Excellence, growing the organization from 12 employees to more than 100. She has been instrumental in helping to advance HUB along its digital journey, investing in the latest marketing technology and skill sets that enable HUB to connect with and serve its ever-changing client base. Additionally, Shinnick has led the brand strategy of HUB, overseeing the design and launch of multiple brand refreshes, as well as the launch of HUB’s newest brand—VIU by HUB. Shinnick received her B.A. from the University of New Mexico and her MBA from The Ohio State University Fisher College of Business. She has spoken nationally on marketing innovation and strategy to help drive new business revenue, engage customers and employees. Shinnick is the Founding member of Chief’s Chicago chapter, a member of the ANA CMO Council and a member of CMO Huddles.

Chief Advertising Officer, United Airlines

As Chief Advertising Officer at United Airlines, Schmerin leads a team of marketers whose remit is global marketing across TV, streaming, audio, out-of-home, print, digital, social media and emerging platforms. “We are bonded by an adventurous mindset, a love for our customers and a willingness to throw out the textbook and deliver the unexpected,” explains Schmerin. That combination has resulted in United Airlines being one of Ad Age’s Top Ten Marketers of the Year and Fast Company’s Brands That Matter.

Senior Vice President, Marketing and External Affairs, Shedd Aquarium

Christine White leads Shedd Aquarium’s integrated strategy, overseeing a team across Marketing, Public Relations, Communications and Government Affairs and Policy to enhance the aquarium’s brand and influence. As Senior Vice President of External Affairs and Marketing, she is driving Shedd’s experiential brand evolution, positioning it as a premier cultural destination, community leader and global force in conservation. Working closely with her team, Christine ensures that Shedd’s communications and campaigns are accessible and resonate with diverse audiences, translating trust into action to amplify its mission across conservation, research, and animal care. Through her leadership, she fosters cohesion, innovation and creativity across teams to connect millions with nature.