The CMOs to watch in 2021

Abstract Record Placement Rafael Acevedo, US chief advertising and marketing officer, Dunkin’Acevedo was named to the position in June after an almost two-year search and might be key to serving to the chain preserve youthful shoppers engaged via social media and influencer partnerships and keep forward of the curve in cellular and digital ordering. Previous to Dunkin’, Acevedo spent practically twenty years at Coca-Cola, the place he was behind the relaunch of Eating regimen Coke in 2018. He began out as a marketing consultant at KPMG.Kyle Andrew, chief model officer, AthletaAthleta has been a brilliant spot for Hole, rising 16% in 2020 to over $1 billion in gross sales as extra folks opted for athleisure put on through the pandemic. Since Andrew, a vet of American Eagle and Kate Spade, joined Athleta in April, she’s helped push Athleta’s empowerment-focused message and spearheaded a buzzy sponsorship take care of Olympian gymnast Simone Biles; Athleta stated it will stand by her after she pulled out of the crew occasion.Tesa Aragones, chief advertising and marketing officer, DiscordAs extra folks labored, performed video games, and socialized on-line through the pandemic, Discord’s reputation boomed. Now, greater than 150 million folks actively use the platform every month. Aragones led the group-chatting app’s advertising and marketing because it grew its attraction past avid gamers and fielded acquisition curiosity. The previous VSCO marketer oversaw Discord’s first model marketing campaign “Think about a spot” in Might, which rolled out its newest iteration in July that includes actors Danny DeVito and Awkwafina.Monica Austin, world head of selling and communications, CalmAustin joined Calm in April as psychological well being conversations and meditation apps proceed to spike in reputation, and wasted no time rising and differentiating Calm from well being and wellness rivals by specializing in unique editorial content material and expertise partnerships with the likes of Shawn Mendes, Camilla Cabello, and Lebron James. Below Austin, Calm entered the psychological well being dialog, providing to pay Naomi Osaka’s charges related together with her withdrawal from the French Open as a consequence of psychological well being causes. Beforehand, she spent 4 years at Netflix.Paloma Azulay, world chief model officer Burger King, Popeyes, Tim Hortons at Restaurant Manufacturers InternationalAzulay has quickly ascended the corporate’s ranks in simply three years, most not too long ago promoted to succeed Fernando Machado in April. Already, she’s led Burger King’s current rebrand that confirmed how the chain has reduce preservatives from its meals and grew Popeye’s presence outdoors the US. She’s additionally continued RBI manufacturers’ follow of experimenting with new media platforms, having the corporate share its most up-to-date earnings report on Clubhouse and letting clients quizzed executives instantly.Sophie Bambuck, chief advertising and marketing officer, EverlaneBambuck has her work reduce out for her at Everlane, the place she was employed six months in the past from Nike as its first chief marketer. She faces the duty of turning across the direct-to-consumer vogue model that is been marred by accusations that it laid off distant workers in reference to their intent to unionize and a New York Instances exposé detailing allegations of racism and a poisonous work setting. In her 13 years at Nike, she held quite a few roles, together with a stint as advertising and marketing chief for Converse, and overseeing advert campaigns and product launches for Nike Sportswear in Western Europe.Scarlet Batchelor, chief advertising and marketing officer, LiteboxerBatchelor began at Liteboxer, the at-home related boxing machine that is rivaling Peloton and Mirror, at first of the pandemic shutdown when demand — and competitors —  for residence exercise choices was surging. In lower than three months, Batchelor, who got here from at-home rowing machine firm Hydrow, helped Liteboxer rack up 70,000 TikTok followers, and elevated social media impressions for Liteboxer by greater than 519%. In June, the corporate closed a $20 million Sequence A funding spherical led by Nimble Ventures.Kim Caldbeck, chief advertising and marketing officer, CourseraCaldbeck, who joined from Fb in 2015, has helped flip Coursera into one of many largest on-line studying platforms. In her three years as chief marketer, she’s helped develop the person base to 82 million from 37 million, and this yr alone, greater than 30 million folks enrolled within the platform. Caldbeck can be behind partnerships that allow Coursera provide reasonably priced levels for college kids — including 12,000 college students this manner. She additionally led Coursera via the IPO course of in March.Kelly Prepare dinner, EVP and chief advertising and marketing and IT Officer, David’s BridalWeddings are set to rebound by greater than 50% this yr, and Prepare dinner has David’s Bridal well-positioned to money in on the demand. She helped the specialty retailer launch a loyalty program in December, enlisting greater than 550,000 members in simply over six months. The previous DSW and KMart exec has additionally supercharged David’s e-commerce and digital styling and is modernizing its advertising and marketing through the use of location knowledge to personalize its promoting.Norma Delaney, VP of worldwide model advertising and marketing, Hoka One OneWhile footwear gross sales declined general in 2020, working shoe model Hoka One One defied the trade traits with gross sales exploding 58% to $352 million in 2020. It falls to Delaney, who was employed in June, to maintain up the tempo, and she or he’s hit the bottom working by hiring FCB as its first world company of document. And with the corporate set on turning into a billion-dollar enterprise, the previous New Stability marketer is boosting Hoka One One’s consciousness by collaborating with vogue manufacturers, superstar ambassadors, and athletes. Rupen Desai, world chief advertising and marketing officer, DoleDesai, a veteran of advert businesses like Edelman and IPG’s MullenLowe, jumped to the marketer facet to go up Dole’s world advertising and marketing in 2019. Since then, he is pushed Dole’s messaging that diet must be accessible to all, via partnerships with organizations such because the Boys and Women Membership of Central Mississippi, Up in Farms, and The City League. He is partnered with organizations like Ananas Anam to repurpose wasted pineapple leaves to make vegan merchandise for manufacturers like Nike. Desai has pushed for social change up to now, with efforts like main Edelman’s ladies’s management community and cofounding conscience-focused model builder The Shed 28.Zach Enterlin, EVP of selling, HBO Max and HBO; and Brad Wilson EVP of development and income, WarnerMediaThe streaming wars haven’t solely led to a flood of recent content material, it is also pushed a advertising and marketing blitz as new and incumbent platforms attempt to persuade folks to subscribe. Main that cost for WarnerMedia’s HBO Max are Enterlin and Wilson. They’ve helped HBO Max attain greater than 114 million world subscribers because it launched in Might 2020, with income up practically 40% yr over yr in 2021’s second quarter. They’ve additionally helped unfold the phrase about films like “Godzilla vs. Kong” and “Mortal Kombat” and unique reveals, together with the current “Gossip Woman” reboot.Sean Foster, chief advertising and marketing officer, NoomWeight-loss app Noom initially struggled to seek out its stride, however is now value $3.7 billion after elevating $540 million in a current spherical. Foster, a former e-commerce government at magnificence large Coty, is Noom’s first-ever CMO. He is guiding the startup via its subsequent section of development by pitching it as a well being platform that goes past weight reduction, fixing points associated to sleep and nervousness. Search for new branding to return from Foster reflecting that new positioning, in addition to ramped-up advertising and marketing in non-English-speaking nations.Sarah Franklin, chief advertising and marketing officer, SalesforceFranklin had been with Salesforce for 13 years earlier than taking the lead on its advertising and marketing in January. She’s now liable for turning all advertising and marketing capabilities into digital experiences, to assist Salesforce attain its objective of hitting $21.25 billion in income in 2021 (from $17.1 billion in 2020). Within the pandemic, Franklin helped shift Salesforce occasions to digital ones and launched its Success Anyplace World Tour — a dwell, unique sequence with particular visitors discussing the way forward for work together with “The Late Late Present” host James Corden. Franklin can be behind Salesforce’s efforts to turn into extra accessible, launching its free on-line Trailhead studying platform that now has 12 million customers.Stacey Grier, chief advertising and marketing and technique officer, The Clorox CompanyClorox’s gross sales surged through the pandemic as disinfectant wipes flew off cabinets, leaving retailers bought out for months. Stacey Grier, who joined Clorox in 2016 and has been its high marketer since 2019, did not must do a lot to entice shoppers to purchase Clorox, however she obtained the corporate to go on the offensive and improve advert spending by 30% to $179 million final yr. Grier continues to drive new advertising and marketing efforts. In Might, the model inked a multiyear deal to turn into the official cleansing and disinfecting product accomplice of the Nationwide Hockey League. Previous to Clorox, Grier had a prolonged profession serving in senior technique roles for high advert businesses together with Omnicom’s DDB.Charisse Hughes, SVP and world chief advertising and marketing officer, The Kellogg CompanyThe Kellogg Co.’s gross sales have began to gradual after a pandemic surge. Which means all eyes are on Hughes to soup up its advertising and marketing to maintain shopper demand robust. Search for her to maintain up Kellogg’s concentrate on ecommerce and digital gross sales and assist Kellogg’s effort to create accessible and reasonably priced meals. Beforehand, as CMO of the Americas for Pandora, she helped renew the jewellery model and enhance its digital retail expertise. She additionally has greater than 20 years of expertise in digital ecommerce at entrepreneurs like Estee Lauder and Avon.Sarah Kettler, senior director of name and buyer advertising and marketing, SeatGeekKettler was promoted to her position within the top of the pandemic, when occasions shut down. Kettler sprang into motion, serving to SeatGeek enhance its tech-based ticketing platform to interrupt via because the go-to ticket model when occasions opened again up. She doubled down on ecommerce and direct-to-consumer gross sales and led the method to nominate its first lead promoting company. Kettler joined SeatGeek in 2015 after a profession in consulting, working with high corporations like IMG and Deloitte.Francesco Lagutaine, chief advertising and marketing, communications and digital officer, M&T BankLagutaine got here to M&T Financial institution after following its proposed $7.6 billion acquisition of Folks’s United Financial institution in February and is main the vital communications effort for the pending merger, which might create the eleventh largest US financial institution with $200 billion in belongings. In the meantime, he is helped raise M&T Financial institution’s gross sales by 20% by boosting buyer engagement and messaging via social media. He is additionally used knowledge to advertise the financial institution on the native stage and rising efforts to achieve multicultural clients, designating branches as multicultural banking facilities, with bankers and signage reflective of their communities. Lagutaine is an alum of Citi and Manulife, and advert businesses together with WPP’s Ogilvy and Omnicom’s Goodby, Silverstein & Companions.Fernando Machado, chief advertising and marketing officer, Activision BlizzardHigh-profile marketer Machado joined Activision Blizzard in April from Burger King as gaming turns into more and more mainstream, but in addition faces a current lawsuit alleging widespread harassment of feminine employees. Machado is not one to be counted out, although — his Burger King advertisements like one which used the chain’s signature Whopper sandwich to elucidate web neutrality and stunts that hacked geotargeting know-how to throw shade at McDonald’s have made him certainly one of promoting’s best-known figures.Shannon Maher, chief advertising and marketing officer, BelMaher took up the top advertising and marketing position in July at Bel, the place she’s led the cost to adapt its manufacturers like Babybel, The Laughing Cow, Boursin, and Kaukauna — to focus on health-conscious shoppers with new merchandise like the corporate’s first plant-based cheese model, Nurishh. She’s additionally pushed out new merchandise, campaigns that promote Bel’s social affect and elevated digital advertising and marketing through the pandemic — serving to Bel obtain double-digit development final yr. Maher is a former advert company exec for OMD and Publicis-owned Zenith.Samantha Maltin, chief advertising and marketing officer, Sesame WorkshopMaltin is Sesame Workshop’s solely second CMO in its 50-year historical past, having taken up that position in 2019. Her background at Schireson, an information science technique consultancy (now a part of promoting firm Identified) has been an added asset — she’s labored with Sesame’s chief know-how officer on the beloved model’s knowledge technique. Maltin additionally helped create a Sesame Avenue model picture celebrating its fiftieth anniversary and introduced its complete library to WarnerMedia’s HBO Max. Through the 2021 Tremendous Bowl, Maltin labored with DoorDash on a marketing campaign to advertise Sesame’s academic mission. Maltin is an alum of A+E Networks, Nickelodeon, and Viacom.Tyra Neal, chief advertising and marketing officer, ShinolaNeal has doubled model consciousness for Shinola in her two years as CMO for the Detroit-based maker of luxurious watches and different items. When momentary retailer closures threatened its retail gross sales through the pandemic, she shifted Shinola’s messaging to champion important employees, boosting its on-line gross sales by 45%. She additionally spearheaded key product launches comparable to Shinola’s new Detrola line aimed on the youthful set. Behind the scenes, the Estee Lauder vet additionally spearheaded the corporate’s DEI technique.Ukonwa Kuzi-Orizu Ojo, world chief advertising and marketing officer, Amazon Prime Video & StudiosOjo has led a number of large promotional campaigns for Amazon Prime Video releases since becoming a member of in September 2020, together with the “Borat Subsequent Moviefilm” sequel and Eddie Murphy’s comedy sequel “Coming 2 America.” For “Coming 2 America,” she labored with Black-owned manufacturers to create limited-edition objects, serving to get the film to the highest of Nielsen’s streaming rankings the week it debuted — the primary time an Amazon Prime title has led Nielsen’s rankings. She has held the chief marketer title for Mac Cosmetics and Coty, in addition to senior roles at Unilever, RB, and Normal Mills. Justina Omokhua, chief advertising and marketing officer, LatchFresh off its IPO, smart-lock maker Latch is eyeing new merchandise and markets — and desires somebody with a background constructing manufacturers and shaping tradition to assist. It discovered that in Omokhua, who was poached in July from holding firm Endeavor, the place she led model advertising and marketing and the technique for its April IPO. She additionally elevated consciousness and income throughout Endeavor’s companies together with WME and IMG. Earlier than that, she labored at Apple, including customers throughout its companies like Apple Music, Apple TV+, and Apple Podcasts; and at Verizon, Pepsi, Nokia, and L’Oreal. Ryan Ostrom, EVP and chief advertising and marketing officer, Jack within the BoxJack within the Field has succeeded by pushing boundaries. When McDonald’s and Taco Bell slimmed their menus through the pandemic, Jack within the Field took the other route and added 20 objects — beating them in same-store gross sales. The fast-food chain additionally experimented with gamified and audio promoting final yr. Now it is betting on Ostrom, who was tapped in February, to maintain evolving its promoting and advertising and marketing. Ostrom has already made an affect, producing TikTok advert campaigns and rising social media engagement by 39%. The previous world chief digital officer for Yum! Manufacturers’ KFC helped flip across the chain by reworking eating places, revamping its menu, and bringing again Colonel Sanders.Martha Pease, chief advertising and marketing officer, Victoria’s SecretVictoria’s Secret is attempting to show itself round by pitching itself as an advocate for girls, and Pease, who joined the model in December 2020, is bringing this imaginative and prescient to life by overhauling the corporate’s outdated model picture. She not too long ago ditched its scantily-clad Angels for seven new spokespeople together with Megan Rapinoe and Priyanka Chopra, a part of a bunch referred to as the VS Collective that promotes empowerment. Pease additionally plans to take a position extra in advertising and marketing, spending $350 million with a concentrate on new buyer acquisition.Linh Peters, world chief advertising and marketing officer, Calvin KleinCalvin Klein is an iconic American model, however Peters has to maintain it related to a brand new technology of consumers. Since arriving final November, the previous Starbucks government has already shaken up the established order, changing its hypersexuality-driven campaigns of the previous with an inclusive method. One instance is #proudinmycalvins, its 2021 Satisfaction marketing campaign that contains a vary of LGBTQIA+ influencers together with make-up artist Raisa Flowers, indie pop star King Princess and Spanish actor Omar Ayuso.Eddie Revis, chief advertising and marketing officer, Magnolia BakeryThe cult bakery model is beloved in New York, however Revis, who got here in April from Chobani, desires to modernize and develop consciousness for Magnolia, utilizing know-how to tell its advertising and marketing and paid media. In certainly one of his first strikes, in July, he carried out a six-figure advert marketing campaign celebrating Magnolia’s twenty fifth yr that gained greater than 200 million earned impressions.Tom Rossmeissl, head of worldwide advertising and marketing, Eat JustRossmeissl was promoted to guide world advertising and marketing final September whereas serving to the plant-based meals firm navigate the pandemic. After occasions shut down, Rossmeissl helped Eat Simply shift its advertising and marketing {dollars} to digital. He additionally sharpened its knowledge and ecommerce method, rising gross sales of its in style Simply Egg mung bean product and boosting its enterprise on Instacart. Rossmeissl previously dealt with campaigns for nonprofits and politicians like former California Gov. Jerry Brown and former US Senator Doug Jones. He stays an advisor to the Humane Society of america.David Sandstrom, chief advertising and marketing officer, KlarnaDespite rising scrutiny, the purchase now, pay later class is red-hot. Sandstrom helped Europe’s most respected startup stand out by leaning on humor and launching its first Tremendous Bowl marketing campaign in February. He additionally helped it improve market share with a brand new loyalty program, including 6,000 retail companions and rising to fifteen million customers within the US. Klarna additionally upped its general advert spending ten-fold within the US versus two years in the past. Christina Smedley, chief advertising and marketing and communications officer, RobinhoodFirst-time CMO Smedley has her work reduce out for her, turning into Robinhood’s advertising and marketing chief final August throughout a interval of large development and heightened regulatory scrutiny. Since then, she’s helped the corporate battle a PR disaster after a controversial transfer to halt buying and selling of so-called meme shares and helped it on its highway to IPO. She additionally managed to assist Robinhood entice legions of recent customers over the previous yr and delivered its first Tremendous Bowl marketing campaign, “We Are All Traders,” this yr.Katie Soo, chief advertising and marketing officer, KiwiCoSoo is a first-time CMO who got here to KiwiCo in July 2021 as the corporate is on the upswing, and it will fall to her to maintain it going. As mother and father scrambled to maintain children busy in lockdown, the 10-year-old subscription science kits maker’s subscriber acquisition elevated by 250% whereas gross sales of its crates jumped 650% yr over yr. Soo is effectively outfitted to for the problem — previous to KiwiCo, she helped improve HBO Max’s home subscriber depend by roughly 25%. The advertising and marketing vet additionally had stints at Greenback Shave Membership and Hulu. Catherine Spindler, chief model officer, LacosteSpindler moved as much as Lacoste’s high model position in February after serving as EVP of branding and advertising and marketing. It is a well-earned promotion: Spindler helped Lacoste preserve its title because the official producer of the French Summer time Olympic crew in Tokyo; grew its sustainability efforts; and was behind the manufacturing of hand sanitizer and surgical masks through the pandemic. Her efforts helped Lacoste attain $1.8 billion in income in 2020. Cara Sylvester, EVP and chief advertising and marketing and digital officer, TargetWith income rising 19.8% yr over yr to $93.6 billion and on-line gross sales crossing $16 billion in 2020, Goal has benefitted from the pandemic as a vendor of important items. Since turning into the corporate’s chief advertising and marketing and digital officer in February, Sylvester helped preserve the momentum going with a model marketing campaign emphasizing ease and worth. The 13-year firm vet additionally oversees Goal Circle, its loyalty program with greater than 90 million members.Musa Tariq, chief advertising and marketing officer, GoFundMeGoFundMe has risen in prominence because the pandemic as folks have turned to the platform to hunt and make donations for these affected by COVID-19. Below Tariq’s watch, GoFundMe has inspired folks to maintain donating with new campaigns. One such effort for Nationwide Ice Cream Day in July obtained ice cream retailers throughout the US to present out free scoops and have a good time the donors who saved them afloat through the pandemic. Earlier than GoFundMe, Tariq has achieved advertising and marketing for high manufacturers like Nike, Apple, Burberry, Airbnb, Masterclass, and Ford. Marc Toulemonde, chief digital and advertising and marketing officer, L’Oral USToulemonde was named L’Oréal US’s chief digital and advertising and marketing officer in late 2020, succeeding Gretchen Saegh-Fleming. The corporate vet is charged with retaining the cosmetics large forward of the curve in digital and e-commerce efforts via initiatives like digital try-on know-how, social commerce, and personalization — one thing he is well-positioned to do, having grown the corporate’s energetic cosmetics division fivefold and elevated its e-commerce market share. Up to now, he is helped market skincare model CeraVe on TikTok and enlisted influencers to create branded content material for L’Oréal utilizing Pinterest’s video format “Concept Pins.”Steve Turner, chief expertise officer, Unattainable FoodsImpossible Meals has taken off up to now few years as folks flip to vegetarianism, and now it is turning to Turner, a former inventive lead for Apple who joined Unattainable Meals in April to maintain the expansion going and fend off opponents. The corporate aired its first TV advert in April and has expanded distribution to twenty,000 grocery shops nationwide, from 11,000 in 2020, whereas getting quick meals chains like Burger King and Starbucks to introduce new merchandise with Unattainable meats. On the heels of this development, California-based Unattainable Meals introduced IPO plans, which may worth it at round $10 billion.Angelic Vendette, VP and head of selling, Alo YogaThe Sew Repair vet got here to Alo Yoga in March with a mandate to extend its consciousness within the vogue world, and set to work, hanging partnerships with vogue icons like Russian mannequin Irina Shayk and luxurious vogue model Saint Laurent. She additionally oversaw the launch of Alo Home, a week-long occasion the place celebrities and influencers together with DJ and document producer Diplo, The Bachelor’s Dale Moss, and TikTok star Christina “Tinx” Najjar partook in yoga, meditation, exercises, massages, and facials. The stunt elevated the yoga put on model’s social media following and boosted internet visitors.Maya Watson, head of worldwide advertising and marketing, ClubhouseThe audio-first social app exploded in reputation in 2020 as a spot the place customers may take heed to everybody from Oprah Winfrey to Mark Zuckerberg indulging in freeform dialog. It’s going to be on Watson to maintain the momentum going because the app launches an Android app and opens itself as much as new customers. Since March, the previous Netflix exec has helped Clubhouse launch a brand new web site, brand, and firm weblog, and cast partnerships with organizations just like the NFL and heavy-hitters like Anthony Fauci and John Mayer, serving to it enhance engagement — the typical member spends 60 minutes on the app, in accordance with the corporate. Ali Weiss, chief advertising and marketing officer, GlossierWeiss has led Glossier’s advertising and marketing since 2015 and was promoted to chief advertising and marketing officer in June 2021. Because the direct-to-consumer magnificence firm’s first CMO, she is tasked with serving to it attain new audiences via its signature in-house campaigns and community-focused advertising and marketing. It’s going to additionally fall to her to easy the corporate’s transfer again to bodily retail after it shut shops within the pandemic final yr and confronted allegations by ex-employees of mistreatment and discrimination at its shops.Allyson Witherspoon, chief advertising and marketing officer, Nissan USWhen the pandemic pressured retailers to shut their doorways, Witherspoon jumped into motion, serving to Nissan launch a brand new ecommerce platform, Nissan Dwelling, and skilled sellers to promote vehicles via Fb Dwell. She’s additionally pushed Nissan’s DEI efforts, donating TV airtime to the nonprofit Black Women Code. Witherspoon has led Nissan’s US advertising and marketing since 2019 after working in its Infiniti division.
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