This month, Questrom School of Business welcomed Shannon Watkins, Chief Marketing Officer of the Jordan Brand, to the stage to share her extensive background in advertising, becoming a brand leader, and her experience working across a wide range of industries and business sectors.
Prior to joining the Jordan Brand, Shannon was Aflac’s SVP, CBO, and CMO. Before taking on these roles, she served as Aflac’s vice president of Brand and Creative Services. Shannon led all aspects of enterprise brand strategy and marketing execution at Aflac, including advertising, media, social, experiential marketing, sponsorships, and the Aflac Studio (in-house agency).
As a brand and management professional, Shannon previously worked at Coca-Cola, Kraft Foods, ConAgra Foods, and Procter & Gamble before joining Aflac. Among her numerous industry accolades are a Clio and a Cannes Bronze Lion. She was also named a ‘Top Women in Brand Marketing Class of 2021’ by Brand Innovators and received the Brand Leaders award from Indiana University.
During the Insights@Questrom Live Event, Shannon reflected on her time at Aflac and the pivotal role she played in launching the insurance company’s partnership with ESPN’s College GameDay, bringing more awareness and funding to historically Black Colleges and Universities. In her presentation, she described how she used her experience at Aflac to help her think differently at the Jordan Brand. She walked the audience through some of Jordan’s most compelling campaigns of 2023, explaining the meaning, thought process, and strategy behind each. Shannon discussed the unique marketing challenges of continuing the legacy of the Jordan brand, the importance of infusing storytelling in her work, and her advice for future marketing professionals.
