Just as it is for those in the worlds of politics, technology and countless other industries, Twitter is essential for marketers — not just to connect, but also to build reputation and influence and keep a finger on the pulse of consumer conversations and emerging trends.
While it's faced its share of controversies over the past several years, Twitter remains one of the most popular social media platform for following real-time news and events and directly connecting with people. With more than 300 million users — and with daily active user numbers continuing to grow — Twitter doesn't appear to be going anywhere. And neither are the professionals and executives who flock to the platform to converse about marketing and advertising. With that in mind, Marketing Dive assembled a list of eight CMOs who have mastered the digital sandbox of Twitter.
Beyond their public appearances and press availabilities, the Twitter profiles for the CMOs listed below are places to find of-the-moment insight and analysis from industry leaders. Because these CMOs understand what it takes to be a savvy marketer in the digital age, their tweets aren't just 280-character bites of knowledge — they also serve as essential examples for other marketers around how to build influence for themselves and the brands they represent.
1. Keith Weed, Unilever
On Twitter: @keithweed
Unsurprisingly, one of the most well-regarded leaders in the marketing world is also a Twitter native. Weed is equally as likely to share the day's news, a quote from an industry event, the latest dispatch about Unilever's social initiatives or even a glimpse at his own adventures in home distilling.
Making Sloe Gin and Sloe Vodka.... I planted a Blackthorn hedge a few years ago and now finally have a bumper crop of Sloes, so have made some fun Sloe drinks ..... Recipe: 1 litre gin, 600 gram Sloes and 250 gram caster sugar. Freeze Sloes and put in 2 litre bottle for 3 months pic.twitter.com/MLTyrLxssB— Keith Weed (@keithweed) October 28, 2018
2. Diana O'Brien, Deloitte
On Twitter: @DianaMOBrien
The CMO of the world's largest professional services network says she is "on a mission to help others thrive." On Twitter, that means offering marketing and management advice to executives, advocating for those with autism and breaking up Twitter toxicity with the occasional inspirational quote.
Stronger together. pic.twitter.com/qMSjAzmTuY— Diana O'Brien (@DianaMOBrien) September 30, 2018
3. Antonio J Lucio, Facebook
On Twitter: @ajlucio5
Even Twitter's competitors know the platform has value as a place for conversation and learning (perhaps that's why Facebook sought to buy it earlier this decade). Lucio, who recently joined Facebook from HP, understands that a good Twitter account is more than a megaphone. Frequently, he connects with other brands and marketers — which he'll certainly have to do in his new role.
4. Marisa Thalberg, Taco Bell
On Twitter: @ExecutiveMoms
Thalberg's Twitter brand is right there in her handle — "Executive Moms" — the lean-in organization of which she is president. The CMO of Yum! Brands' QSR giant doles out Taco Bell news, political commentary and personal tweets in equal measure.
Best #ExecutiveMom moment this morning. Walking w/ my 12 year old daughter she said, “when I see you feeling like you can do anything, it makes me feel like I can grow up and do anything.” ????❤️— Marisa Thalberg (@ExecutiveMoms) August 19, 2018
5. Philip Schiller, Apple
On Twitter: @pschiller
At one point the highest paid CMO in the world, Philip Schiller commands a nearly quarter-million follower count and makes his tweets count. Follow him for updates from the trillion-dollar tech company (and the occasional shade).
or maybe I do....— Philip Schiller (@pschiller) October 1, 2018
6. Linda Boff, GE
On Twitter: @lindaboff
Not only is Boff the CMO of GE, but she also is an industry leader, chairing the board of directors for the Ad Council. On Twitter, she tweets about both general marketing and GE news, and stands out for tweeting like a normal person, sharing book recommendations and cheering on her beloved Pittsburgh Steelers.
7. Karen Walker, Cisco
On Twitter: @KarMWalker
Karen Walker is always part of the Twitter conversation, sharing news and views from a wide variety of sources. And while there are updates about Cisco's latest initiatives, her feed doesn't turn into the type of promotional machine that leads to a quick unfollow.
#InfluencerMarketing is a great lens to understand just how much the customer’s journey has changed, whether B2B or B2C. We may be mktg enterprise tech, but we’re mktg to humans — which means we need to show up where they learn and engage every day. https://t.co/HpNGwSi2ok— Karen Walker (@KarMWalker) November 5, 2018
8. Raja Rajamannar, Mastercard
On Twitter: @RajaRajamannar
Mastercard's Raja Rajamannar is an influential CMO and an underrated source of information of Twitter. While he doesn't have the largest following or highest tweet count, his feed is full of the day's news in the world of marketing.
In today’s marketing landscape, a #CMO is faced with many challenges and must remember to incorporate insightful data to drive strategy in order to maximize performance. @martech_today https://t.co/7DFzF0RByQ— Raja Rajamannar (@RajaRajamannar) July 25, 2018