Maria
Winans
Chief Marketing Officer at Kyndryl
"Building a Brand from the Ground Up: Leading Transformation, Culture, and Growth in Times of Change"
"Building a Brand from the Ground Up: Leading Transformation, Culture, and Growth in Times of Change"
Tue May 20 - 10:50 AM EDT/New York (See in local time)
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05/20/2025 10:50 AM
05/20/2025 11:10 AM
America/New_York
#WTGC2025
"Building a Brand from the Ground Up: Leading Transformation, Culture, and Growth in Times of Change"
#WTGC2025
"Building a Brand from the Ground Up: Leading Transformation, Culture, and Growth in Times of Change"
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"Building a Brand from the Ground Up: Leading Transformation, Culture, and Growth in Times of Change"
"Building a Brand from the Ground Up: Leading Transformation, Culture, and Growth in Times of Change"
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Session: Building a Brand from the Ground Up: Leading Transformation, Culture, and Growth in Times of Change
When Kyndryl spun off from IBM in 2021 as the world’s largest IT infrastructure services provider, it faced a daunting challenge: how to shed legacy baggage, establish a bold new brand, and transform a then 90,000-person workforce across 60+ markets—all during a global pandemic.Maria took on the ambitious task of defining and positioning the brand for success. Having spent 29 years at IBM, Maria knew that building a brand wasn’t just about messaging—it was about shaping culture, fostering resilience, and making employees the core of the company’s identity. She led Kyndryl’s transition from a product-centric past to a people-centric, service-driven organization.
In this session, Maria will share how she established a new brand identity while maintaining and strengthening customer relationships, why culture is at the heart of transformation, and how marketing can drive business strategy, employee engagement, and market momentum. She will also provide insights from Kyndryl’s latest "Double Your Impact" campaign, which humanizes the brand and resonates with enterprise decision-makers navigating their own transformation journeys.
Maria’s leadership has helped Kyndryl not only establish itself as a brand but also as a growth engine—one that is driving market engagement and achieving significant business impact, with its stock price rising over 350% since its overhang date in late 2022.
Attendees will walk away with actionable insights on how to navigate brand transformation in times of disruption, proving that resilience and adaptability that aren’t just survival tactics—they are the foundation for sustained success.
Key Takeaways
- Brand Transformation Starts with Culture – A brand is more than a logo or marketing message; it’s the collective mindset of employees. Aligning brand principles with company culture ensures that transformation is embraced internally and resonates external
- Resilience and Adaptability Drive Business Success – Leading a company through change—whether a spin-off, crisis, or market shift—requires a balance of strategic vision and agility. Leaders must focus on both stabilizing the core business and paving the w
- Marketing as a Growth Engine – In today’s competitive landscape, marketing isn’t just about storytelling—it’s a key driver of business strategy, customer trust, and market differentiation. A strong brand, backed by a clear mission and engaged employees, c
Bio
Maria Winans is the CMO at Kyndryl, the world’s largest IT infrastructure services company. With 29 years of experience, including a notable career at IBM, Maria is a recognized expert in data-driven marketing, brand engagement, and performance marketing. At Kyndryl, she leads global marketing, brand, and advertising strategies, helping to shape and grow the company’s brand as it embarks on its journey as a startup-at-scale. Maria is also the executive sponsor of Kyndryl’s Hispanic Latin Community. Her leadership has earned recognition, including awards such as the ASPIRA Association’s Corporate Leadership Award and being named one of the “Top 10 Corporate Latina Executives of the Year” by LATINA Style. She holds a degree from the University of North Carolina.