Larry Bloomenkranz
Vice President Brand management, Advertising & sponsorships, UPS
As Vice President of brand management, advertising and sponsorships, Larry Bloomenkranz is responsible for enterprise-wide brand-related activities, as well as advertising in all regions of the world which UPS serves. Since 1998 he has focused on worldwide strategic brand positioning, marketing programs and brand communication campaigns for UPS.
Since 2002, Bloomenkranz has managed a multi-disciplined team that put in to motion UPS’s first brand change in more than 40 years in order to change the public’s ingrained perceptions about this iconic, world-renowned brand and highlight the company’s vastly expanded capabilities beyond just package delivery. This program represents one of the largest identity changes in corporate history including the branding of more than 4000 U.S. based Mail Boxes Etc. to The UPS Store.
Larry earned a Bachelor of Science degree in Civil Engineering-Transportation Systems from MIT and holds an MBA in Marketing and International Business from Columbia University.
Larry will be providing insights into the recent activities and global goals of UPS.