#54: Building a world-class brand from scratch with Maria Winans, Kyndryl

Episode notes

What if rebranding wasn't just about a new logo and tagline, but about transforming an 80,000-person company's entire culture and strategy? What if brand became one of your most valuable tools for business reinvention? Today, I'm joined by Maria Winans, Chief Marketing Officer at Kyndryl. After nearly three decades at IBM, Maria took on the monumental task of launching Kyndryl as a stand-alone brand following its spin-off. With a workforce of over 80,000 people across more than 60 markets, Maria has redefined what it means to build a world-class brand from scratch—one that's people-centric, culture-driven, and positioned for growth. About Maria Winans Maria B. Winans, Chief Marketing Officer at Kyndryl, is a recognized expert in data-driven marketing, brand engagement, and performance marketing. Prior to joining Kyndryl, Maria amassed an impressive 29-year career at IBM, culminating in her role as the Chief Marketing Officer for IBM Americas. In this capacity, she held overarching responsibility for all marketing professionals and activities throughout North and Latin America.