UPS Bakes Digital Transformation Into the Brand

Kevin Warren, UPS CMO, leads an effort that reimagines how marketing works in order to maximize opportunities stemming from online channels

By Marie Griffin

Since coming aboard in 2018, UPS CMO Kevin Warren has been methodically rebuilding UPS’ marketing organization around what he calls “the new digital imperative.” Toppling traditional marketing tools is just one aspect of a multifaceted plan.