- Amy Thornton
- Director, Brand/ United
Amy Thornton is the Director of Brand at United Airlines, where she leads the definition and execution of the airline’s brand strategy, identity, and experience across the enterprise. Since joining United in 2017, Amy has played a key role in shaping the brand through initiatives spanning brand strategy articulation, livery design, new uniforms, brand environments, employer branding, and the launch of cross-divisional sub-brands. Amy’s aviation journey began at Southwest Airlines, where she spent six years across roles in operations, communications, and culture after graduating from the University of Texas at Austin. She brings a deep passion for building a cohesive, human-centered brand that thrives in complex, dynamic environments.