United Airlines has hired Glenn Hollister as VP of sales strategy and effectiveness, a new position that will lead the carrier's "strategy, analysis, market development, digital sales, channel management, sales support, sales events, sales training and sales systems teams," SVP of worldwide sales Jake Cefolia said in a letter to United customers. Hollister, who will report to Cefolia, joins United on April 22 from management consulting firm ZS Associates, where he led the travel and transportation practice.