Mercator Blog

Michele Drummond

Michele is an accomplished B2B marketing strategy expert with over 15 years of experience in driving demand, and building successful, profitable organizations. As Vice President of Marketing, she is focused on supporting Mercator’s growth and business generating efforts globally through effective and results-oriented marketing campaigns and brand cultivation. Prior to joining Mercator, Michele held marketing leadership roles at SunGard and was instrumental in leading the company’s transformation after a merger to help form a disparate business. Michele brings cross-cultural experience and a global outlook, having worked in the US, Europe and the Middle East. She holds a Bachelor’s Degree in Law, Jurisprudence and Social Thought and a Master of Business Administration.

Recent Posts

Blockchain: The Next Evolution in Airline Loyalty Programs

In the US alone, the average household has memberships in 29 loyalty programs, with airline frequent flyer programs being one of the most common. Consumers are navigating a confusing maze of disconnected points and rewards systems—and quite frankly it’s unsustainable.

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Topics: Aviation, Customer Experience

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Skyscanner’s Vision for Airline Distribution: What It Is and What It Means for the Industry

By 2020, digital travel sales worldwide are expected to reach $817 billion, with online travel agencies taking up a big piece of that pie. Overall, roughly 33% of leisure tourists prefer online travel sites like Expedia for airline ticket booking, and 53% of corporate tourists opt for such third-party sites.

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Topics: Aviation, Distribution

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Developing an Airline Innovation Culture: 4 Tips for Success

Every business emphasizes innovation. For the airline industry, which operates on slim margins, successful innovation is even more critical to staying profitable and ahead of the competition.

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Topics: Aviation

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Redefining Airline Customer Experience: 5 Examples to Inspire Your Brand

“Personalization” is the buzz word in travel marketing today. The goal is to connect with the individual traveler and offer a tailored experience. As McKinsey notes, "This issue of relevance in our era of instant gratification is particularly pronounced because consumers are bombarded with messages, most of which are off target. Personalization

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Topics: Aviation, Customer Experience

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The Airline Customer Experience: 5 Predictions for 2017

In the airline industry, customer service matters. Look at Southwest Airlines: their customer focus made it one of the world’s most popular airlines. The low-cost carrier, which regularly ranks among the top in airline customer experience, would never have become a household name without superior service.

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Topics: Aviation, Customer Experience

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How They See It: 4 Things Airline CMOs Are Saying About Marketing

Marketing in the airline industry is changing by the second. From social media to data analytics, it seems everything reinvents itself every few months. This puts Airline CMOs in the hot seat. They must adapt to these changes, while simultaneously capitalizing on new opportunities.

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Topics: Aviation, Customer Experience

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