# Blair McGrain

> Blair McGrain is the Chief Marketing and Communications Officer at Frost, the San Antonio institution that has been banking Texans since 1868. Hired in mid-2022 after nearly two decades in airline operations and a stretch running brand for a $20B health insurer, McGrain led Frost's first full brand refresh in more than 25 years - the 'Exactly What You Unexpected' campaign built on true stories of employees changing a nun's flat tire and IT staff answering the phone like humans. His bet: in an industry that mostly sounds the same, service is the only brand that can't be copied.

- **Role:** Chief Marketing and Communications Officer at Frost
- **Organizations:** Frost (Cullen/Frost Bankers, Inc.), Blue Shield of California, PwC, Southwest Airlines
- **Nationality:** American
- **Education:** Master's in Marketing, Texas McCombs School of Business, The University of Texas at Austin, Bachelor's in Marketing, Texas McCombs School of Business, The University of Texas at Austin
- **Known for:** Led Frost's first total brand refresh in more than 25 years, including a new brand identity system and campaign platform., Launched the 'Exactly What You Unexpected' campaign centered on real stories of Frost employees going beyond standard banking., Oversees marketing and communications across Consumer Banking, Commercial Banking, Investment Management, Trust, and Insurance.

## Career timeline

- **~2004** — Began a nearly 18-year run at Southwest Airlines across operations, strategic planning, and customer loyalty roles.
- **—** — Worked as a consultant at PwC.
- **2016** — Joined Blue Shield of California, eventually serving as Vice President of Brand, Demand, Communications, and Transformation at the ~$20B not-for-profit health plan.
- **2022** — Hired by Frost as Chief Marketing Officer (later Chief Marketing and Communications Officer), based in San Antonio.
- **2024** — Led Frost's first full brand refresh in 25+ years and launched the 'Exactly What You Unexpected' campaign.

## Achievements

- Led Frost's first total brand refresh in more than 25 years, including a new brand identity system and campaign platform.
- Launched the 'Exactly What You Unexpected' campaign centered on real stories of Frost employees going beyond standard banking.
- Oversees marketing and communications across Consumer Banking, Commercial Banking, Investment Management, Trust, and Insurance.
- Spent nearly 18 years at Southwest Airlines in operations, strategy, and loyalty before moving into brand leadership.
- Ran brand, demand, communications, and transformation for a roughly $20B health insurer.

## Latest updates

- **2024-01** — Frost launched the 'Exactly What You Unexpected' brand campaign, its first full refresh in 25+ years, under McGrain's marketing leadership.

## Links

- Website: https://frostbank.com
- LinkedIn: https://www.linkedin.com/in/blairmcgrain/

---

Profile page: https://yespress.io/blair-mcgrain
Published by YesPress — https://yespress.io
Last updated: 2026-08-14