Struggling aircraft manufacturer Boeing has appointed interim Chief Communications and Brand Officer Ann Schmidt to the role permanently. This comes amid a larger executive restructuring at the company as it navigates intense scrutiny and works to rebuild its reputation.
Ann Schmidt is a seasoned communications professional with a diverse corporate and public relations background. She earned her Bachelor of Arts in Communications from the University of Washington in 2005 and later completed a Master of Business Administration at Stanford University in 2010.
Schmidt began her career at Edelman, a global communications firm, where she served as an Account Executive from 2005 to 2008. In this role, her duties included managing public relations campaigns for technology clients.
Following her MBA, her portfolio serves as a star-studded list of roles at some of the world’s largest companies. She joined Google in 2010 as a Communications Manager, overseeing product communications for key services, including Google Maps and Google Earth.
In 2014, Schmidt transitioned to Apple Inc., taking on the role of Senior Manager of Corporate Communications. During her six-year tenure, she led strategic communications initiatives for major product launches and corporate announcements.
In 2020, Schmidt joined Tesla as Director of Global Communications, where she directed worldwide communication strategies. She also no doubt had the daunting task of managing the company's public image during a period of significant growth and innovation.
Overall, Schmidt’s career is marked by helping gigantic companies in the technology sector manage their public image during highly dynamic times.
On December 23, 2024, Boeing appointed Ann Schmidt as Chief Communications and Brand Officer on a permanent basis. She had been fulfilling this role on an interim basis since October 1, following the retirement of Brian Besanceney.
Schmidt's appointment is part of a broader leadership restructuring under CEO Kelly Ortberg, who assumed his position in August 2024. Ortberg has emphasized the need for a cultural transformation within Boeing to address challenges such as safety and quality issues, financial losses, and labor disputes.
Schmidt's extensive experience in corporate communications, including her tenure as Vice President of Corporate Communications at Boeing since January 2021, seemingly puts her in the ideal position to lead the company's efforts to restore its reputation and brand image.
Founded in 1916, Boeing has historically dominated the commercial aircraft manufacturing industry. The company has been responsible for some of the most iconic aircraft models of the 20th century, such as the 707 in the late 1950s and the 747 in the 1970s.
Boeing’s market dominance peaked in the 1990s, with estimates that it enjoyed over 60% of the global market share during this period. Throughout most of its history, Boeing has been characterized by its high delivery rates and robust order backlog, not to mention its reputation for innovation and excellence.
However, recent challenges have seen the company lose significant ground to its long-time rival, Airbus as well as seemingly irreparable harm to its brand image.
By the early 2000s, Airbus had already made significant inroads, leading to a more balanced duopoly in the commercial aircraft sector. However, in recent years, Airbus has surpassed Boeing in certain metrics, including annual deliveries and order backlogs. As of 2024, Airbus holds approximately 60% of the market share, while Boeing accounts for about 40%.
This shift is evident in aircraft deliveries; Airbus delivered 735 aircraft in 2023, while Boeing delivered only 528.
Financially, Airbus has also outperformed Boeing. In 2023, Airbus reported an operating margin of 6.5% and a profit per share of €1.20, reflecting stable operations and investor confidence. In contrast, Boeing has faced challenges impacting its financial performance, including quality control issues and production setbacks.
The company is plagued by various systemic issues leading to its poor financial performance and uncharacteristic issues with its aircraft, leading to high-profile aviation incidents:
Ann Schmidt’s leadership arrives at a critical time for Boeing. With her impressive track record in corporate communications, Schmidt faces the challenge of steering the company through its recovery and restoring public confidence. Whether she can reshape Boeing’s narrative remains to be seen, but her credentials offer a promising start.