MEET MORE OF OUR 2026 WOMEN OF DISTINCTION
For the past 25 years, Jina Amaro-Burns has been a leader in the marketing industry. After 16 years in leadership roles at Harley-Davidson, she arrived at Landmark Credit Union in 2022 to lead their marketing team. In her role, she has helped advance Landmark’s market presence through a brand refresh, including launching a new logo, tagline, website, marketing campaign and more to promote the Wisconsin institution’s extensive financial solutions.
“Marketing is far more strategic than many people realize,” Amaro-Burns says. “It is not just a social post or a TV spot. It is understanding audiences, translating data into insight, shaping stories, and aligning creative execution with business objectives.”
“Say yes to new opportunities even when you are not completely sure you have all the answers.”
Q&A
What does a day look like in your job?
No two days look exactly the same, which is one of the things I like most about my role. I lead a team of about 20 people, so a significant part of my role is staying close to what is happening across the business, the work and the team. I’m also meeting with key partners across the organization to ensure marketing is supporting key initiatives driving growth. I’m constantly looking if we’re delivering for our business partners, where we are making progress, what’s coming up in the next couple months, and where the team may need support. I’m fortunate to work with an incredibly talented marketing team who bring deep expertise and ownership to their areas.
What are some of the greatest challenges you’ve overcome in your career?
When I look at the bigger picture, the greatest challenge was learning how to balance a demanding career with raising a young family. There were many moments when I was the one leaving for a sick kid at daycare or adjusting my schedule for school pickup. I was fortunate to have a great partner who shared a lot of that responsibility.
