CMO Corner
Coverage of industry leaders from our journalists
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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
Q&AHow the National Women’s Soccer League embraces its challenger brand DNA
Chief Marketing and Commercial Officer Julie Haddon explains how the league is breaking barriers with brand deals like one with E.l.f. Cosmetics.
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 -
Cara Salpini/Marketing Dive
Ulta taps company vet for chief marketer role
Company veteran Kelly Mahoney will lead the beauty retailer’s brand marketing strategy, innovation, customer engagement and growth.
By Cara Salpini • Feb. 27, 2025 -
Courtesy of Powerade
How Powerade’s March Madness campaign takes aim at Gatorade
CMO Tom Gargiulo explains how “It Takes More To Get This Far” seeks to build on the Coca-Cola brand’s recent momentum.
By Chris Kelly • Feb. 25, 2025 -
Kenneth Cheung via Getty Images
27% of CMOs remain reluctant to adopt generative AI: Gartner
A similar share of those surveyed see little to no benefit from the technology when it comes to cost reduction, customer service and scalability.
By Peter Adams • Feb. 19, 2025 -
Permission granted by Welch’s
Q&AWelch’s CMO on shaking off staid marketing, embracing experiential
Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster.
By Peter Adams • Feb. 12, 2025 -
NanoStockk via Getty Images
Inside the marketing industry trends to follow in 2025
During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.
By Marketing Dive staff • Jan. 31, 2025 -
Courtesy of MLS
Q&AWhy MLS is kicking off a brand campaign around the Super Bowl
CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.
By Chris Kelly • Jan. 30, 2025 -
Mario Tama via Getty Images
McDonald’s chief marketer steps down, company veteran steps into role
Tariq Hassan will stay on to support the transition as Alyssa Buetikofer, CMO for the brand in Canada, returns to the U.S. business on Feb. 15.
By Chris Kelly • Jan. 28, 2025 -
Kimberly-Clark appoints first global chief creative and design officer
AlmapBBDO veteran Luiz Sanches joins the CPG giant, which no longer has a traditional CMO role and recently reorganized its agency roster.
By Chris Kelly • Jan. 27, 2025 -
Courtesy of The J.M. Smucker Co.
Q&AJ.M. Smucker’s CMO on how brands must face the challenges of 2025
Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.
By Chris Kelly • Jan. 27, 2025 -
Courtesy of Dunkin’
Q&ADunkin’ CMO on building a ‘cinematic universe’ to capture attention
Jill McVicar Nelson explains what the brand has learned from its Super Bowl ads and how it’s facing uneasiness around TikTok’s future.
By Chris Kelly • Jan. 22, 2025 -
Anna Moneymaker / Staff via Getty Images
Deep DiveHow marketers can stay reactive as a TikTok ban looms
Contingency plans are coming into focus as the Supreme Court weighs a decision that could ban the ByteDance-owned app in the U.S. on Sunday.
By Jessica Deyo • Jan. 16, 2025 -
Courtesy of Choice Hotels International
Choice Hotels CMO talks travel ‘maximizing’ in new global ad campaign
Actor Keegan-Michael Key returns for this year’s marketing push, which aims to build brand loyalty, Noha Abdalla shares.
By Jenna Graber • Jan. 14, 2025 -
Courtesy of Rocket
How Rocket Companies’ rebrand sets the stage for a new Super Bowl approach
A new visual identity looks to position the company as the “most culturally significant and inclusive brand in America,” said CMO Jonathan Mildenhall.
By Chris Kelly • Jan. 14, 2025 -
Courtesy of American Eagle
How American Eagle’s CMO avoids AI’s ‘generic creative’ trap
At NRF’s Big Show, Craig Brommers addressed mounting production demands but said delegating more work to AI is a “scary” prospect.
By Peter Adams • Jan. 14, 2025 -
Leon Neal / Staff via Getty Images
Marketers increasingly prioritize automation investments: report
However, a piecemeal approach to AI reflects a focus on short-term results instead of overarching strategies, per Mediaocean’s research.
By Aaron Baar • Jan. 13, 2025 -
Justin Sullivan via Getty Images
Planet Fitness adds CMO from Marriott to build on recent growth
Brian Povinelli’s appointment comes as the gym chain makes redefining its brand strategy a key priority.
By Chris Kelly • Jan. 13, 2025 -
Courtesy of Athletic Brewing
Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer
CMO Andrew Katz explains how a new multimillion-dollar campaign addresses the entrance of more “big guys” into the nonalcoholic category.
By Chris Kelly • Jan. 6, 2025
