CMO Corner
Coverage of industry leaders from our journalists
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Courtesy of Peloton
Peloton CMO departs as fitness brand shakes up marketing group
Lauren Weinberg oversaw initiatives including a campaign that tried to appeal to millennial men through a partnership with the NFL’s Watt brothers.
By Peter Adams • Updated 10 hours ago -
Courtesy of Zaxbys
Q&AZaxbys’ CMO on breaking through the chicken category with ‘sauce’
The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.
By Chris Kelly • April 23, 2025 -
Justin Sullivan/Staff via Getty Images
Snap names first CMO in 2 years in lead-up to advertising showcase
Grace Kao, who recently joined Snap, is taking over marketing leadership from Chief Creative Officer Colleen DeCourcy, who will depart later this year.
By Peter Adams • April 17, 2025 -
Permission granted by BodyArmor Sports Drink
Inside BodyArmor’s new visual identity and largest campaign to date
The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”
By Chris Kelly • April 17, 2025 -
Daphne Howland/Marketing Dive
Lovesac taps Crocs veteran as first chief brand and marketing officer
As chief marketing officer at the footwear brand, Heidi Cooley helped drive profitability and turn the brand “into a cultural zeitgeist.”
By Howard Ruben • April 15, 2025 -
Courtesy of Dude Wipes
Q&AHow Dude Wipes cleans up with poop humor as its marketing evolves
CMO Ryan Meegan discusses the brand’s “secret sauce” to going viral and recent collaborations with the NHL and Professional Bowlers Association.
By Chris Kelly • April 15, 2025 -
Courtesy of Burger King
Burger King poaches Applebee’s CMO to build on modernization plan
Joel Yashinsky is tasked with driving an expansive Reclaim the Flame strategy that has produced viral marketing like the Whopper jingle.
By Peter Adams • April 14, 2025 -
Permission granted by JCPenney
How JCPenney’s new brand positioning is subverting consumer expectations
“Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.
By Chris Kelly • April 10, 2025 -
Permission granted by Subway
Subway hires CMO from PepsiCo beverages to lead global marketing
Greg Lyons, who left the Pepsi owner late last month, will join Subway as it shifts its creative account to Publicis Groupe’s Leo New York.
By Peter Adams • April 9, 2025 -
Chip Somodevilla via Getty Images
How CMOs can stay reactive as Trump tariff chaos threatens budgets
Industry decision-makers must embrace a willingness to scrap some of their plans and reassess what makes commercial sense, analysts say.
By Peter Adams • April 4, 2025 -
Permission granted by Captain Morgan
Marketers are moving at the speed of culture — but can they define it?
Culture has become a central part of brand strategy for companies like Diageo even as definitions remain fuzzy, executives said at an event on April 2.
By Peter Adams • April 3, 2025 -
Courtesy of Olaplex
Why Olaplex is leading with emotion for its latest refresh, campaign
CMO Katie Gohman explains how talent like “Bridgerton” star Nicola Coughlan is key to connecting with both salon pros and everyday consumers.
By Jessica Deyo • April 2, 2025 -
Courtesy of PepsiCo
PepsiCo names new US beverages CMO amid soda category disruption
Mark Kirkham, a 14-year company veteran, is taking over the role long held by Greg Lyons as PepsiCo ramps up a focus on better-for-you offerings.
By Peter Adams • March 31, 2025 -
Courtesy of Danone
Q&ADanone’s CMO on adapting advertising as GLP-1 upends the food industry
Linda Bethea details how the marketer of brands including Oikos and Silk is approaching artificial intelligence and emerging channels like Pinterest.
By Chris Kelly • March 31, 2025 -
Courtesy of California Pizza Kitchen
Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt
CMO Dawn Keller explains why a social-first approach is required for a brand that doesn’t have a massive advertising budget.
By Chris Kelly • March 27, 2025 -
Thai Liang Lim via Getty Images
How CMOs can get out of ‘no man’s land’ and on the same page as CEOs
Boathouse CEO John Connors examines the agency’s fourth annual study of the CEO’s perspective on marketing and the role of the CMO.
By Chris Kelly • March 24, 2025 -
Courtesy of Puma
Inside Puma’s new brand positioning and largest global campaign to date
The sportswear company will increase marketing investments by 40% in support of a campaign, “Go Wild,” that was created by Adam&eveDDB.
By Chris Kelly • March 20, 2025 -
Courtesy of DraftKings
DraftKings sings along to ‘The Gambler’ in responsible gaming push
The gambling company’s multimillion-dollar effort pairs a Kenny Rogers classic with branding support from the NFL, NBA and the PGA Tour.
By Chris Kelly • March 14, 2025 -
Permission granted by NWSL
How the National Women’s Soccer League embraces its challenger brand DNA
A Gen Z-centered content partnership with Overtime speaks to how sports content and social media are becoming a potent pairing for marketers.
By Chris Kelly • March 14, 2025 -
Permission granted by Morgan Stanley
Q&AMorgan Stanley’s CMO on bringing brand purpose to life through sports
The exec details a deal with basketball league Unrivaled and shares lessons learned from the brand’s 10 years at the PGA’s Players Championship.
By Chris Kelly • March 13, 2025 -
Courtesy of Jaguar
Marketing leaders share how consumer backlash strengthened their brands
Speaking at a Female Quotient event during SXSW, Jaguar Land Rover’s U.S. CMO discussed navigating the response to a recent rebrand.
By Peter Adams • March 13, 2025 -
PeopleImages via Getty Images
CMO role paves path to bigger leadership appointments: Spencer Stuart
Nearly two-thirds of CMOs who left their jobs were either promoted internally or moved onto a similar or higher role at a different brand.
By Peter Adams • March 12, 2025 -
Courtesy of State Farm
Q&AHow State Farm pivoted its Super Bowl ad to March Madness and beyond
The insurer and agency Highdive developed a Batman-powered campaign that was originally meant to kick off during the big game.
By Chris Kelly • March 11, 2025 -
Courtesy of Fred & Farid Los Angeles
Rare Beauty CMO on winning Gen Z through community-oriented marketing
The brand spent years building up its social media fandom before launching a major ad campaign, CMO Katie Welch said at SXSW.
By Peter Adams • March 11, 2025 -
Retrieved from DSW on February 26, 2025
How DSW’s CMO is overhauling the brand for a new age of retail
Sarah Crockett detailed her approach to rehabilitating the brand during a keynote presentation at the eTail Palm Springs conference.
By Chris Kelly • Feb. 28, 2025
