CMO Corner
Coverage of industry leaders from our journalists
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Courtesy of True Religion
Deep Dive‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers
Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.
By Jessica Deyo • Nov. 13, 2024 -
Courtesy of REI
REI taps former Sephora, Williams-Sonoma exec for chief marketer
Abigail Jacobs will oversee all marketing functions at the outdoor retailer, which has struggled to return to profitability in recent years.
By Cara Salpini • Nov. 12, 2024 -
Courtesy of Keurig Dr Pepper
Keurig Dr Pepper taps new CMO to accelerate digital-first marketing
Drew Panayiotou, most recently of Pfizer, is tasked with embracing new technology and keeping up momentum for brands like Dr Pepper.
By Peter Adams • Nov. 12, 2024 -
Justin Sullivan via Getty Images
Heineken USA names new CMO focused on brand building
Alison Payne, who succeeds longtime marketer Jonnie Cahill, previously revamped brands like Dos Equis and oversaw global beer offerings.
By Peter Adams • Nov. 11, 2024 -
Courtesy of Papa Johns
Papa Johns names new CMO to elevate data-driven creativity
Jenna Bromberg, previously director of core marketing at Pizza Hut, joins Papa Johns as it works to improve perceptions around value and loyalty experiences.
By Peter Adams • Nov. 7, 2024 -
Permission granted by Cracker Barrel
Q&ACracker Barrel’s new CMO on reconnecting a heritage brand to culture
Sarah Moore discussed changing Cracker Barrel’s approach to partnerships and prioritizing apps like TikTok to keep a finger on the consumer pulse.
By Peter Adams • Nov. 6, 2024 -
Daphne Howland/Marketing Dive
Build-A-Bear appoints chief brand officer
Kim Utlaut will guide the company’s brand and communications strategy and spent over 20 years in leadership roles at Coca-Cola.
By Tatiana Walk-Morris • Oct. 30, 2024 -
PeopleImages via Getty Images
McKinsey: CMOs feel unprepared as duties pile up
Marketers are handling a wider range of functions, including generative AI, but encountering barriers in relation to budgetary and structural support.
By Peter Adams • Oct. 29, 2024 -
Courtesy of Columbia Sportswear
Columbia revamps creative strategy with new top marketer, agency
Matthew Sutton, previously of digital-first brands like The Black Tux, is tasked with bringing product strategy and marketing closer together.
By Peter Adams • Oct. 25, 2024 -
Brandon Bell via Getty Images
Red Lobster appoints new CMO to usher in post-bankruptcy era
Nichole Robillard, who recently led a rebrand for Smokey Bones, was praised for her ability to blend creative and operational expertise.
By Peter Adams • Oct. 24, 2024 -
Permission granted by Sour Patch Kids
Opinion3 brands that understand Gen Alpha’s humor — and what they’re doing right
Sour Patch Kids, Crocs and Nutter Butter all tap into the meme-driven humor that the cohort loves, says Movers+Shakers’ CEO Evan Horowitz.
By Evan Horowitz • Oct. 22, 2024 -
Spencer Platt via Getty Images
Starbucks appoints ex-Chipotle exec as first global chief brand officer
Tressie Lieberman joins the coffee chain as part of new CEO Brian Niccol’s marketing overhaul, which also includes a recent agency appointment.
By Chris Kelly • Updated Oct. 21, 2024 -
Permission granted by Shutterstock
Top takeaways from Advertising Week 2024 marketers need to know
Leading marketers like PepsiCo Foods, Home Depot and Diageo tackled topics ranging from artificial intelligence to media networks at the annual confab.
By Chris Kelly • Oct. 18, 2024 -
Permission granted by Domino's Pizza
Domino’s promotes brand chief to CMO to sharpen global strategy
Kate Trumbull, who helped revamp the chain’s loyalty program, is tasked with scaling its Hungry for MORE initiative to international markets.
By Peter Adams • Oct. 17, 2024 -
Courtesy of JCPenney
JCPenney’s holiday playbook: Deals, in-store experiences and Martha Stewart
The embattled department store is leaning into its already successful “Really Big Deal Reveals” campaign and bringing back a nostalgic giveaway.
By Jessica Deyo • Oct. 17, 2024 -
Courtesy of Nespresso
Q&ANespresso’s marketing and sustainability maven on her dual role
Jessica Padula discussed acting like a luxury brand and how to navigate growing ESG backlash at Advertising Week New York.
By Peter Adams • Oct. 11, 2024 -
Courtesy of Advertising Week New York
Duracell CMO’s lessons for bringing low-interest brands into culture
Global Chief Marketing Officer Ramon Velutini explained how a TikTok comment led to a successful campaign around a reality show scandal.
By Chris Kelly • Oct. 9, 2024 -
Courtesy of Mountain Dew
Why Mountain Dew refreshed its visual identity for a new era of marketing
A new logo was designed by PepsiCo’s in-house team, which includes a mix of veterans and newcomers to both the brand and industry.
By Chris Kelly • Oct. 9, 2024 -
Eduard Figueres via Getty Images
5 ways marketers can master RCS for mobile messaging
Now that Apple has adopted Rich Communication Services, here’s how brands can prepare to use the business side of the messaging standard.
By Jessica Deyo • Oct. 3, 2024 -
Courtesy of JCPenney
JCPenney names Marisa Thalberg consulting CMO to bolster turnaround plan
The veteran marketer, most recently CMO of SeaWorld, describes the 122-year-old retailer as “ripe for reinvigoration.”
By Peter Adams • Oct. 2, 2024 -
Courtesy of Mazda
Q&AMazda’s CMO on how a new brand platform helps it punch above its weight
WPP agency VML crafted “Choose to Be Moved,” the first creative from a platform that seeks to connect the brand’s heritage with the cultural zeitgeist.
By Chris Kelly • Sept. 25, 2024 -
Daphne Howland/Marketing Dive
Macy’s beefs up marketing team
Jason Holzman leads various creative and marketing operations and reports to Chief Marketing Officer Sharon Otterman, a fellow NBCUniversal alum.
By Daphne Howland • Sept. 19, 2024 -
Courtesy of Wrangler
How Wrangler is riding its Western heritage to build brand momentum
After a positive second quarter, the apparel marketer will return to national broadcast TV and kick off its first global advertising campaign since 2021.
By Chris Kelly • Sept. 12, 2024 -
Courtesy of TD Bank
How TD Bank makes banking accessible to younger, diverse consumers
Global CMO Tyrrell Schmidt explains how a campaign crafted by Ogilvy Canada reaches Gen Z and millennial consumers who are new to investing.
By Chris Kelly • Sept. 11, 2024 -
Dan Kitwood via Getty Images
Former Hyundai CMO named X’s global head of marketing
Angela Zepeda joins the platform at a challenging time and is tasked with growing the brand globally and helping to accelerate innovation.
By Peter Adams • Sept. 10, 2024
