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Isabella (Bella) Goren was named Senior Vice President, Customer Relationship Marketing and Reservations, in March 2006. Goren leads American’s efforts focused on expanding customer relationships through a full range of personalized marketing and relationship-building customer services. Her responsibilities encompass AAdvantage® travel awards program; revenue generation and a broad range of customer interactions via AA.com; and the operation of American’s reservations centers.
Goren joined American in 1986 as a Financial Analyst, and was subsequently promoted to managerial positions in both the Human Resources and Revenue Management departments. In 1992, she became AMR’s Director of Investor Relations, serving as AMR’s primary interface with the Wall Street Community.
In February 1994, Goren was promoted to Vice President, Finance and Administration for AMR Services, a subsidiary of AMR Corp. that provided aviation-related services, including ramp, passenger and cargo handling; aircraft and equipment maintenance; and fueling at over 60 locations worldwide. She was named President of the company in September 1996 and held that position until she was elected a Corporate Officer of American Airlines and named Vice President, Customer Services Planning, in October 1998.
As American’s Vice President, Customer Services Planning, Goren was responsible for business planning, service policies and processes, as well as other functions in support of airport operations. Her responsibilities were expanded in September 2000, when Goren also assumed leadership of American’s Pacific Division, which included operations in Japan and business activities throughout Asia/South Pacific. From July 2003 through March 2006, she held the position of Vice President, Interactive Marketing and Reservations, being responsible for expanding customer relationships via AA.com and the operations of American’s reservations centers.Before joining American and AMR, Goren was a Chemical Engineer, conducting nuclear waste disposal research for DuPont from 1983 to 1985.
She holds a Bachelor of Science Degree in Chemical Engineering from the University of Texas and a Master of Business Administration Degree from Southern Methodist University. Goren represents American Airlines as a Member of the Board for the North Texas Business for Culture and the Arts, and is on the Executive Board of the Southern Methodist University School of Engineering. In addition, she served a four-year term as a Member of the Board for the Make-A-Wish Foundation of North Texas. | 