Katherine Smigelski, General Manager, SkyMiles Engagement on Influential Women

Influential Woman · Delta Air Lines

Katherine Smigelski

MBA

General Manager, SkyMiles Engagement, Delta Air Lines

Atlanta, GA

Certifications · Degrees · Memberships

Degree MBA Cert MBA Member Informal women's loyalty professionals network in Atlanta Member Women's book club

Her Story

About Katherine

As General Manager of SkyMiles Engagement at Delta Air Lines, I focus on the overall member engagement strategy, thinking about all the different touchpoints of engaging with our members. This includes communications around the program, different promotion opportunities to engage members, and various recognitions to celebrate milestones like long-term membership or anniversaries with SkyMiles. I also oversee the analytics behind it all, tracking our active member population, where we see them engaging, and where we see opportunities to drive growth. A typical day involves working with a variety of different stakeholders, both internal and external, across different initiatives. I partner with our digital and marketing teams around activating different promotions and bringing those to members through different channels, work on bringing more personalized experiences to members, and collaborate with external vendors around gifting opportunities for our Elite members. My goal is to bring a holistic member engagement strategy that drives member satisfaction and delivers the premium experience that Delta and the SkyMiles team are known for. One of the biggest challenges is driving impact at scale for our huge member base, making sure everyone from a diamond medallion member to someone flying Delta for the first time experiences that elevated experience. I also focus on how we continue to innovate and bring new and exciting things to members based on feedback from our Consumer Insights team.

Her Interview

Ten minutes with Katherine

01What do you attribute your success to?

I attribute my success to the importance of building my network. Delta has a huge culture of getting to know people and having coffee chats, but I think that goes beyond just Delta. For me, it's about how you continue throughout your career as you go into different positions and different companies, continuing to foster those relationships so that you can continue to explore, stay in touch with those people, and gain knowledge around those spaces. But it's also about having that network and support system to go to if you need something. I've definitely had mentors throughout my career. In my first role, I had a really strong mentor in my boss at the time, who was a really strong female role that really pushed me and brought me along in the journey, and then supported me throughout my career, even when I decided to make a transition. The woman I had as my boss at Walgreens really pushed me to think about higher education and drove me to explore an MBA and a future role in consulting. Even now, my first boss at Delta, my second boss at Delta, and others that I've worked with throughout Delta have been huge influences. Delta has a huge culture of fostering those mentors, and I think it's super important for overall career success and satisfaction.

02What’s the best career advice you’ve ever received?

The biggest piece of advice I've received is the importance of building your network. It's so important throughout your career as you go into different positions and different companies to continue to foster those relationships. That way you can continue to explore, gain and stay in touch with those people, gain knowledge around those spaces, but also if you need something, you're able to have that network and that support system to go to. Delta has a big culture of getting to know people and having coffee chats, but this principle goes beyond just one company.

03What advice would you give to young women entering your industry?

The biggest piece I'd say is the aspect of just staying curious. I learned early on that rather than just taking what you're given and accepting it and staying in your lane, it's so important to understand the why behind things, understand different areas, and see different opportunities that maybe isn't the norm, but could become huge things that we look back on and wonder why we never did that. I think it leads into you understanding more of the why and having more motivation. It allows you to grow your knowledge and find different opportunities that allow you to perform better, but it also comes back to that networking piece. People want you to tell them about what they're doing and what they're working on, and it just gives you an opportunity to gain more of that enterprise mindset rather than being stuck in a silo.

04What are the biggest challenges or opportunities in your field right now?

I think challenges can be getting consensus across a variety of different stakeholders and driving forward and making sure everyone's on board. Another one is thinking about the fact that Delta is a huge company, and we have a ton of SkyMiles members, so how do you drive impact at scale from an engagement strategy? Whether somebody is a diamond medallion with us or is flying Delta for the first time, how do you make sure they experience that elevated experience, and specifically get a chance to engage with our SkyMiles program and understand how we bring value at scale? It's also about how you continue to innovate and bring new and exciting things to members based on what they are asking or providing back in terms of feedback through our Consumer Insights team. As a big company, you have to work with a lot of different teams, thinking about technology prioritization and how you continue to push that work and prioritize that to bring it to life.

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