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United Airlines just announced that it has appointed a new leader for its MileagePlus program. The airline has selected Jarad Fisher, who has previously been a member of the Apple and 
Delta Air Lines executive leadership, but that’s not all, United also chose exec Vasu Raja to join its team as a consultant, according to The Points Guy.
This decision follows the expansion of the MileagePlus program by United in November to include rewards sharing with Lyft ridesharing and a new rewards debit card. The airline has been steadily increasing the features its loyalty system offers in 2025 while hinting at bigger changes still to come. These leadership changes follow the departures of long-time loyalty leaders Richard Nunn and Luc Bondar.
New, Consumer-Obsessed Leadership At UA
The airline has yet to release its own public announcement, but Fisher’s proven track record as the creator of the Apple Card and Director of Delta’s SkyMiles set high expectations for his future at UA. When Fisher was director at Delta, he managed a multi-billion-dollar deal between the airline’s rewards division and American Express.
United is banking on Fisher’s big ideas to infuse its MileagePlus program with new and exciting loyalty rewards that will keep customers eager to book flights aboard UA. The co-branded credit card that Fisher created between Delta and AmEx has been estimated to have generated a ballpark revenue of $8 billion for the airline in 2025.
More interestingly to customers, the new credit card he orchestrated for Delta SkyMiles members improves benefits for millions of cardholders and increases its value for both the user and the airline. Before the AmEx-Delta card, his work on the launch of the Apple Card was heralded as the most successful launch of a credit card in history.
The Points Guy recounted remarks by United Chief Commercial Officer Andrew Nocella written in a letter to employees on Wednesday. The memo expressed confidence and enthusiasm in a simple statement, saying:
“His career is defined by a ‘roll up your sleeves’ approach to innovation… [Fisher] will focus on maximizing customer loyalty and our credit card portfolio.”
The Apple Card Connection
Fisher is credited with leading the charge on “unmatched” industry tie-ups, utilizing his background in both finance and travel to architect loyalty standards that remain a benchmark for competitors. When he spearheaded the launch of the Apple Card in partnership with Goldman Sachs, it made major waves in the financial industry in 2019. The Apple Card was a watershed moment in finance because it prioritized software-led consumer health over traditional banking profit models, like late fees and revolving debt.
The announcement of Fisher’s selection as the head of MileagePlus comes just days after JP Morgan Chase announced that it is becoming the issuer of the Apple Card. Chase is the financial institution partnered with United on its rewards credit card program. The combined strategic moves point toward a major update to MileagePlus that will rival the Delta-AmEx co-branded card if speculation proves correct.
United Airlines Launches Debit Rewards Card
The carrier has also devised a launch offer to incentivize spending in members’ first few months.
Shaking Up The Entertainment Biz
United has selected Vasu Raja to lead further enhancement of the Kinective Media platform that United launched 18 months ago. The airline laid the foundation for its new Media business as a “first of its kind” platform, as Raja called it, and is aiming to keep progress moving forward with Raja’s guidance.
Raja is expected to drive the next phase of growth for Kinective Media over the next six months. Despite his controversial exit from American Airlines in 2024 after 20 years, Raja is still widely regarded as a forward-thinking industry leader who prioritizes direct customer engagement and innovative revenue streams. Before becoming Chief Commercial Officer (CCO) in 2022, he served as Chief Revenue Officer and Senior Vice President of Network Strategy, where he was responsible for the airline’s global alliances and partnerships.
His tenure at American was marked by an aggressive push for direct digital distribution and loyalty program centrality. Raja rose through the ranks at American, holding leadership roles in sales, planning, and revenue management. These areas align with United’s current goals to “shake up” the industry with new products in 2026.
