Kathleen Boyd & Associates helps airports, airlines and diverse B2C and B2B companies transform their brand. customer, and especially digital experience, to make their customers happy...and improve the bottom-line.KB&A works with aviation, B2C and B2B clients directly or, as appropriate, can support an integrated approach through their advertising and other marketing agencies.

Develop and execute HAS's marketing strategy for IAH, Hobby & Ellington Airports as well as Houston Spaceport:* Brand and positioning* Customer experience and concomitant revenue growth* Customer communications including website; social media analytics* Concessions marketing* Parking marketing* Customer research and insights* Skytrax 5-star program

Led strategic marketing in support of BioHouston, an organization spearheading a broad effort to establish Houston as a vigorous global competitor in life science and biotechnology commercialization.

Pre-eminent private research university ranked among world’s top 100 universities. $4.3 billion endowment. $1.1 billion raised exceeded $1 billion goal of Centennial Campaign.Rice’s Centennial Celebration re-energized its Centennial Campaign, raising $200 million in 2012 alone. Recruited by trustee and hired by President to build start-up organization in four years: Rice’s Centennial Celebration. As intrapreneur, orchestrated and broadcast multi-year operational and marketing build-up to 2012 centennial, with limited staff and 1500+ volunteers.• Presented quarterly Centennial Celebration updates to Rice University Board of Trustees.• Assembled and mobilized board a.k.a. Centennial Commission: three co-chairs (one on each coast) and 75 distinguished members, including founding families (e.g., James A Baker III).• Weaved Rice’s story (social media emphasis): brand identity; strategic positioning; books; documentary; on-campus & off-campus exhibits; website, digital, print and 3D communications; Spectacle.o 15 million media impressionso 1.5 million readers viewed front-page Rice Centennial stories in Houston Chronicle.o Spectacle (http://vimeo.com/53959151) experienced by 10,000 and >50,000 online. • Spearheaded event planning including 35 centennial and 120 homecoming events.• Engaged and captivated internal and external audiences across stakeholder groups. ~25% of alumni attended (vs. 6% in non-centennial year), along with 20,000+ community members.

Originated and evolved successful and sustainable brands and products. Ensured sustainability and superior financial results by company-wide and cross-functional collaboration, leveraging available resources. Select clients: Air France, Aircraft Guaranty Corporation, Alitalia, Cleveland International Airport, Continental Airlines, DFW International Airport, EgyptAir, Gelb Consulting, June Rives Public Relations, Multicultural Healthcare Associates, Northwest Airlines, South African Airways, US Airways.• Totally revamped one of largest U.S. airports via new brand and customer experience program, attaining new level of clarity and excellence in customer journey.• Authored cutting-edge internet product and pricing strategy for energy industry subscription portal, maximizing membership and increasing revenues by ~50%. • Incisive customer research for healthcare firm resulted in critical epiphany: all business was motivated by government regulations (not eight different reasons per client business plan).• Designed and implemented intra-European business class brand with 25% net revenue gain.• Increased market share and profits via game-changing transatlantic first class: Northwest Airlines’ World Business Class http://www.youtube.com/watch?v=tEVLd13cSTI.

Fifth-largest airline in the world, known as customer-centric, forward-thinking, and profitable $13 billion company with 40,000 employees, 350 aircraft, serving 300 cities.Reported directly to Executive Vice President, Corporate Affairs (#2 at airline). Forged, implemented, nurtured and marketed airline partnerships, navigating government regulations and highly-engineered systems with deep understanding of critical business drivers. Select partners: Alitalia, Air Canada, Air France, CSA Czech, Japan Airlines and SkyWest.• Crafted sustainable and enduring relationship with Air France: $200 million alliance.o Leveraged existing relationships via frequent flyer program marketing and promotions.o Pioneered travel agency incentive program inclusion of partners.• Advanced airline alliance with Alitalia Airlines, bypassing significant roadblocks, and gaining entry to otherwise impenetrable Italian market and $12 million net profits annually.

Fifth-largest airline in the world, known as customer-centric, forward-thinking, and profitable $13 billion company with 40,000 employees, 350 aircraft, serving 300 cities. Designed brand and customer experience across all touchpoints based on customer input & cross-cultural concerns, collaborating with operational departments. Integrated "Go Forward" (Balanced Scorecard) plan throughout.• Masterminded BusinessFirst™, revolutionary international business class, doubling market share, contributing $100 million net profit in year one & successfully exiting bankruptcy. o Oversaw product launch, working shoulder-to-shoulder with sales & advertising.o Ensured “If they bought it, they got it” during implementation.• P&L responsibility for Presidents Club program. Supervised staff of 200 team members.o Executed turnaround of unprofitable clubroom program in less than two years: achieved $1.6 million net profits on $6 million annual revenues & increased membership 22%.o Increased satisfaction & renewals 55% by establishing in-house service center.• Developed & implemented $150 million brand identity within five months, resulting in complete internal & external image turnaround.• Directed onboard revenue programs; annual revenues exceeded $20 million.• Selected award-winning wines for 12 years, burnishing airline’s reputation. Personally recognized by Bordeaux wine society for featuring high quality French wines inflight.• Navigated rocky shoals to craft revenue-conscious & customer-driven aircraft design and layout, collaborating extensively with aircraft engineers, aircraft & seat manufacturers.o Augmented customer satisfaction and revenue via $37 million program to give customers more legroom & to standardize fleet, improving operational performance.• Saved airline from misleading duty free joint venture agreement initially endorsed by CEO –negotiated alternative risk-free and & lucrative concession solution.

Planned inflight product: food, beverages and inflight entertainment. $100+ million budget.• Brokered $4 million savings in food costs for sister company Eastern Airlines.• Achieved seat at table of CEO Frank Lorenzo as SME for food & beverage planning.