CMO Corner
Coverage of industry leaders from our journalists
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Permission granted by JCPenney
How JCPenney’s new brand positioning is subverting consumer expectations
Out-of-home ads that feature QR codes but not labels want consumers asking “It’s from where?” as the retailer pushes to modernize and promote value.
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 beverage giant late last month, will join the sandwich chain on the tail of a recent creative agency switch-up.
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 -
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
