With more than 20 years of experience in finance and marketing, Robert J. Friedman brings an extensive background to his position as Vice President – Marketing for American Airlines. In this role, he leads advertising, brand and marketing efforts for all of the company’s products and services.
Previously, Friedman was President – AAdvantage® Marketing Programs for American Airlines. AAdvantage was the world's first frequent flyer program and today has more than 62 million members and more than 700 award destinations across the globe. In 2009, AAdvantage members redeemed more than 6.9 million one-way flight awards. In that position, Friedman oversaw all aspects of AAdvantage activities worldwide.
Prior to his position in AAdvantage, Friedman served as Managing Director of American’s Southern Reservations Office (SRO), the airline’s largest reservations office. Before his time at the SRO, Friedman served as Managing Director of Interactive Marketing — named to the post in 2001. While there he led marketing efforts for enterprise-wide Customer Relationship Management as well as for American’s website, AA.com, which averages 1.6 million site visits per day. Under Friedman’s leadership AA.com was recognized twice as “World’s Leading Airline Internet Site”, and numerous tools and enhanced functionality were added to make it the best place to do business online with American Airlines.
Friedman started his career at General Electric Company before joining American Airlines in 1990, where he worked in American’s Revenue Management group. In Revenue Management, he held a number of operational and strategic planning positions and also served as Director of Domestic Pricing, as well as Director of International Revenue Management. He was named President of AAdvantage Marketing Programs in January 2008, and to the Vice President - Marketing role in July 2010.
Friedman earned a bachelor’s degree in Business-Finance from the University of Nebraska – Omaha.