Marketing & Brand Leadership
Global marketing, advertising, communications and product development leader with 20+ years of experience shaping culture-driven, lifestyle, travel and hospitality brands.
Passionate about purpose-driven storytelling that connects brand, experiential activation, PR, social, CRM, partnerships and performance tactics that come together to deliver commercial results.
Skilled at partnering with senior leadership, cross-functional teams, direct reports, and integrated agency partners to align around ambitious goals—and have fun while achieving them.
United Airlines
The pandemic pause provided United Airlines an opportunity to rethink everything — from the customer experience to the marketing for a brand under massive transformation and modernization. The "Good Leads the Way" campaign launched globally in early 2022 and has since rallied employees and customers alike. The team has since been ranked No. 5 on the Ad Age "2022 Marketers of the Year" list, and the campaign was awarded a Gold Shorty Award for Rebrand and a Silver Shorty Award for Employee Engagement. Agency partners: 72andSunny and Carat
Ad Age and Shorty Award winning campaign
United Airlines
For the 2018 Winter Olympics, we turned our athlete team into superheroes — and had some fun doing the same for a few of our employees. After the Olympics, positive brand sentiment among families and leisure travelers reached its highest point in a decade. Agency partners: Dentsu Creative (mcgarrybowen) and Wavemaker
Highest family & leisure brand sentiment in a decade
United Airlines
Led end-to-end brand transformation spanning corporate identity, fleet paint scheme, aircraft interiors, and an “airport of the future”—unified across every global customer touchpoint. The international business class product leapfrogged all U.S. competition upon launch and seeded the ongoing B2C/B2B campaign Good Leads the Way. Agency partner: PriestmanGoode
United Airlines × US Olympic Committee × Tribeca Film Festival
Produced in partnership with the USOPC and Tribeca Film Festival, this feature-length documentary followed five Olympic hopefuls on their journey to the 2016 Rio Games. Originally created for in-flight distribution, the film was acquired by Netflix — with all production costs fully recouped.
Netflix acquisition · Full cost recoup
United Airlines · Sony Pictures Partnership
A global entertainment partnership connecting United Airlines with Sony Pictures and the theatrical release of Spider-Man safety video. The activation brought together brand storytelling via a massive product integration, custom advertising, and travel-focused campaign moments including a first-of-its-kind Spider-Man-themed safety video to engage customers through this fun pop-culture moment. Agency partners: Dentsu Creative (mcgarrybowen) and Wavemaker
Global entertainment partnership
NFL · Super Bowl LVII
Flag football is helping introduce a new generation of athletes—especially young girls—to the game, creating future players and fans. With this initiative, we targeted young athletes through the lens of flag football, telling the story of Diana Flores — captain of Mexico's gold medal women's flag football team. The campaign drove record social engagement during the Super Bowl and was recognized with a Sports Emmy Award. Agency partner: 72andSunny
Sports Emmy Winner · Record social engagement
NFL · 2023 Season Kickoff
The 2023 NFL season kickoff campaign was a first for the league, hilariously leaning into conspiracy theories of the league being “scripted” and garnering hundreds of press mentions and millions in social engagement. Numerous players from several teams participated, with Keegan-Michael Key playing the “Director” leading the script reading sessions. Agency partner: 72andSunny
Hundreds of press mentions · Millions in social engagement
NFL · Pro Bowl Games
2023 marked the complete reinvention of the Pro Bowl into the Pro Bowl Games, transforming the event from a traditional all-star game into a fan-focused entertainment property. The new format featured fun and competitive skills challenges for NFL players, culminating in the league's first-ever NFL Flag Football game in Las Vegas. Adding to the entertainment value, Peyton and Eli Manning served as coaches for the AFC and NFC teams, bringing their trademark humor and personality to the event. Agency partner: 72andSunny
Modernizing the Pro Bowl for a new generation
Qantas
It had been over a decade since Qantas commissioned a bespoke U.S. advertising campaign. With the help of Baz Luhrmann as a creative consultant, we launched this dreamlike B2C and B2B campaign where your Australian adventure begins the moment you board the plane. Chris Hemsworth provides the voice-over, and the hero film features appearances by Charlee Fraser and Will Gluck. The initiative exceeded all campaign goals and launch revenue targets with major press coverage across two continents and has now run in five additional countries. Agency partners: Convicts and OMD
Revenue targets exceeded · Global press coverage
Qantas · Sony Pictures Partnership
After Qantas was featured in the film set in Sydney, the Qantas Americas marketing team entered into a promotional partnership with Sony Pictures and was a sponsor of the premiere in New York City. We celebrated the opening of the hit film featuring Sydney Sweeney and Glen Powell with social-first activity and direct marketing promotions offering flight discounts for loyalty program members.
Selected media coverage and industry recognition tied to global campaigns, cultural storytelling, and brand-building work across travel and sports.
Coverage of Qantas' "Australia in the Sky" campaign, featuring Baz Luhrmann, Catherine Martin, and Chris Hemsworth as the airline reintroduced a major North American brand platform.
Industry coverage of the first Qantas brand campaign in the North American market in a decade, created to support growing U.S.-Australia demand and expanded service.
Coverage of the NFL's Emmy-winning Super Bowl LVII campaign featuring Diana Flores, recognized for breakthrough storytelling and its impact on visibility for women and girls in football.
Industry coverage of the NFL's "You Can't Make This Stuff Up" season-launch campaign, which transformed fan speculation into a playful cultural conversation around the upcoming season.
Coverage of United Airlines' "Good Leads The Way" campaign, a major national brand platform highlighting the airline's post-pandemic momentum through customer experience, sustainability, diversity, and innovation.
National consumer coverage of United Airlines' partnership with Sony Pictures, turning an inflight safety demonstration into a memorable entertainment-led brand experience.
Outstanding Public Service Content — NFL Super Bowl LVII: Run With It. The campaign elevated the visibility of flag football and celebrated Diana Flores as a global ambassador for the next generation of athletes.
Qantas
Boosted brand awareness from 31% to 45% in one year through a regionally led, insights-driven campaign. Conducted a full creative agency RFP and launched Qantas' first bespoke US brand campaign in over a decade. Launched "Australia in the Sky," a full-funnel B2B and B2C 360° campaign driving record engagement and the highest-ever US site revenue over the campaign launch period. Secured a strategic media partnership with the World Surf League, fueling record social engagement.
NFL
Directed multi-platform marketing for tentpole league events—including the Combine, Draft, Schedule Release, Season Kickoff, Playoffs, Super Bowl and International Games—ensuring cohesive storytelling and measurable audience growth. Oversaw the Sports Emmy-winning Super Bowl LVII campaign, expanding engagement among youth, women, and global audiences. Drove international marketing in the UK, Germany, and Mexico, delivering record tune-in and ticket sales.
United Airlines
Led full-funnel global B2C and B2B campaigns managing a $75MM+ media and creative budget. Created the award-winning "Good Leads the Way" campaign and launched the "Más Unidos" US Hispanic marketing initiative. Curated partnerships with DMOs and tourism boards, expanding performance marketing budgets by over $10M annually.
United Airlines
Launched United Polaris Business Class, a Crystal Cabin Award finalist for design and innovation. Curated onboard amenity, bedding, entertainment and culinary partnerships with Saks Fifth Avenue, Soho House, illy Café, Tito’s and the Tribeca Film Festival.
United Airlines
Defined and executed the post-merger advertising strategy for the new United brand. Built foundational marketing strategies and go-to-market plans supporting the integrated airline's network, products, and loyalty programs across traditional and digital channels for business, leisure, and B2B audiences.
Continental Airlines — Houston, TX · Jun 2000 – Oct 2010
Managed Continental Airlines' $35M+ global advertising portfolio across paid, owned, and earned channels, leading agency partnerships, campaign development, brand governance, and international market initiatives. Helped deliver award-winning campaigns while ensuring consistent brand storytelling and customer experience across global markets.
McCann WorldGroup — New York, NY · Nov 1998 – Jun 2000
Led integrated marketing initiatives for global brands including AT&T/Lucent Technologies, overseeing media planning, creative development and production across international markets. Supported high-profile brand campaigns and successful new business development efforts for the agency globally. Also participated in the winning pitch initiative for the Lowe’s account.
Burson-Marsteller Public Relations — New York, NY · Jan 1997 – Nov 1998
Supported integrated communications and public relations programs for leading consumer and sports brands, including Kellogg's and Major League Baseball. Contributed to media relations, event marketing, and brand awareness initiatives designed to drive consumer engagement and strengthen brand reputation.
The University of Texas at Austin — December 1996
Specialization: Public Relations · Minor: Business Foundations
"Storytelling to win hearts and minds — even in the toughest environment — can change the direction of a business."
Open to strategic advisory, leadership, and creative collaboration opportunities.
Based in Austin, TX
Available globally
danielmcuellar@gmail.com
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