Maya’s Literary Lounge Featuring Maryam Banikarim
Maryam Banikarim, a purpose-driven change agent, has left an indelible mark on the marketing sector, both internationally and domestically, throughout her impressive career. Banikarim started her professional journey at Y+R, then went to Macmillan Publishing and worked her way to the top as a Chief Marketing Officer for Univision, NBC Universal, Gannett and Hyatt Hotels. She later joined Nextdoor, the social media platform as its Head of Marketing, Community + Global. Recently, Banikarim was named the Managing Director of Fortune Live Media, where she oversees its Most Powerful Women (MPW) and Brainstorm Tech, two very prestigious global franchises for the media company.
Banikarim is known for her innovative strategic approach, particularly in rebranding missions for major companies. Her marketing prowess is especially noteworthy in today's fast-paced world, where technological advancements and artificial intelligence play pivotal roles in marketing strategies. Central to Banikarim's philosophy is the concept of purpose. According to her, a company's purpose is its driving force, crucial for achieving its mission.
As she puts it, "Purpose is what drives a company's mission in their organization... without it, a business can only go so far." Banikarim's expertise in identifying and leveraging a company's purpose has been instrumental in transforming large-scale businesses into mega-enterprises. One of her compelling examples is Southwest Airlines, which redefined its brand in the 1990s, focusing on the "Freedom to fly." This strategic shift catapulted Southwest Airlines to unprecedented success in the travel industry. In today's competitive landscape, branding is paramount. Banikarim emphasizes the importance of establishing a distinct brand identity to stay ahead of competitors. She believes that branding is what differentiates successful Fortune 500 companies and innovative brands from the rest of the market.
Among her many accomplishments, Banikarim co-founded NYCNext, a volunteer group that played a crucial role in revitalizing New York City. By collaborating with Broadway stars, TV personalities, and musicians, NYCNext organized pop-up performances across the city, including the Emmy-winning video version of Billy Joel's "NY State of Mind." Banikarim's insights into branding and leadership have made her a sought-after speaker, delivering keynote speeches for prestigious clients such as Disney, The Points of Light Foundation, Ally Financial, Cognizant, and Ciena. She has been recognized for her achievements by industry lists such as Marketers that Matter's "Visionaries," New York Post's "50 Most Powerful Women in NYC," Fast Company's "Top 10 Disruptors," and Advertising Age's "Women to Watch."
