CMO Corner
Coverage of industry leaders from our journalists
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Christopher Furlong via Getty Images
Unilever’s top marketer to depart amid structural shakeup at CPG giant
Esi Eggleson Bracey will leave at the end of January as Leandro Barreto, current CMO of beauty and wellbeing, sees his remit expanded.
By Peter Adams • Dec. 18, 2025 -
Courtesy of Zola
How Zola found its own Taylor and Travis for ‘Wedding of the Year’ push
CMO Briana Severson explains how the wedding platform’s new campaign reorients the cultural attention on megastars Taylor Swift and Travis Kelce.
By Chris Kelly • Dec. 15, 2025 -
Peyton Bigora/Marketing Dive
How Sprouts cultivated an organic appearance in Apple TV hit ‘Pluribus’
CMO Alisa Gmelich explains how the cameo came about and details other ways the grocer taps into culture, including through women’s sports.
By Chris Kelly • Dec. 10, 2025 -
Courtesy of Zoom
Q&AHow Zoom’s ‘SNL’-powered campaign moves the brand beyond meetings
Created by Colin Jost’s No Notes agency, “I Use Zoom!” stars Bowen Yang and is a humorous love letter to the platform’s loyal users.
By Chris Kelly • Dec. 10, 2025 -
Courtesy of Walmart
Deep DiveHow the best marketing campaigns of 2025 navigated uncertain times
The savviest marketers cut through chaos with strategies and tactics that portend where advertising could head next year.
By Chris Kelly , Jessica Hammers , Peter Adams , Sara Karlovitch • Dec. 9, 2025 -
Courtesy of U.S. Soccer
Q&AUS Soccer’s CMO on its World Cup campaign as brands take the pitch
The organization’s “Never Chase Reality” push comes as the sports league prepares for stronger interest and engagement from fans and marketers.
By Chris Kelly • Dec. 8, 2025 -
Courtesy of Burger King
Burger King’s CMO on how a ‘SpongeBob’ collab cuts across generations
The partnership spans new ads, a special menu, toys, packaging, an app takeover, experiential activations and more.
By Chris Kelly • Dec. 1, 2025 -
Courtesy of Urban Outfitters
How Urban Outfitters connects with Gen Z through brand collaborations
The retailer has increased sales growth and brand affinity in part by teaming with brands like Dunkin’ and artists like Tinashe to meet consumer needs.
By Chris Kelly • Nov. 26, 2025 -
Courtesy of American Eagle
Why American Eagle tapped Martha Stewart to extend beyond Gen Z
After making headlines with its fall campaign, the retailer is targeting gift givers and recipients alike for the next chapter of its “Give Great Jeans” holiday push.
By Jessica Hammers • Nov. 25, 2025 -
Getty Images
CMOs see support for brand building fade while ROI scrutiny rises: NIQ
Fewer marketers see CEOs and CFOs backing long-term brand investment while confidence in brand purpose has plunged in a divided climate.
By Peter Adams • Nov. 19, 2025 -
Permission granted by Dove Men+Care
How Unilever is pushing sports marketing beyond broadcast convention
Set to nearly double its spend on U.S. sports marketing, the CPG giant sees the category as emblematic of a shift to “many-to-many” marketing.
By Peter Adams • Nov. 19, 2025 -
Courtesy of Urban Outfitters
Deep DiveHow Gen Z is reshaping holiday marketing — and what brands can do about it
The cohort’s reliance on social media and influencers for product discovery remains, while new levels of comfort with retail media and AI take shape.
By Jessica Hammers • Nov. 19, 2025 -
Getty Images
Gartner: AI agents fail to ease CMO pain amid need for deeper shifts
Nearly two-thirds of marketers believe AI will dramatically change their role, but many are not making the organizational changes needed to deliver results.
By Peter Adams • Nov. 17, 2025 -
Courtesy of Lowe's
Q&AInside Lowe’s social-first holiday push as Gen Alpha enters the market
CMO Jen Wilson explains how the home improvement retailer measures the success of in-store experiences and its new creator network.
By Chris Kelly • Nov. 4, 2025 -
Oli Scarff via Getty Images
Q&A6 questions with Barclays’ US CMO
Two decades into its U.S. presence, Barclays continues to invest in its partnership model, Chief Marketing and Experience Officer Lili Tomovich said.
By Gabrielle Saulsbery • Nov. 4, 2025 -
Courtesy of P.F. Chang's
P.F. Chang’s CMO on igniting a new brand platform, holiday campaign
Sonika Patel explains how the chain is centering the dining experience with a “Light the Fire” platform and seasonal push on digital and CTV.
By Chris Kelly • Oct. 29, 2025 -
Courtesy of Barefoot Wine
Q&AHow Barefoot Wine is stepping up marketing to meet new, evolving drinkers
E. & J. Gallo Winery CMO Stephanie Gallo explains how Barefoot approached its first major redesign in decades and why it’s bullish about its NFL tie-up.
By Chris Kelly • Oct. 27, 2025 -
Permission granted by Shutterstock for Advertising Week New York
Top takeaways from Advertising Week 2025 marketers need to know
Leading marketers like PepsiCo and Kraft Heinz delved into topics including culture-led marketing and artificial intelligence at the annual conference.
By Chris Kelly , Peter Adams , Jessica Hammers , Sara Karlovitch • Oct. 23, 2025 -
Permission granted by Welch's
Welch’s names chief brand and innovation officer as strategy shifts
The newly created role effectively replaces the CMO and is part of a larger push from the brand to become more agile and consumer-driven.
By Peter Adams • Oct. 21, 2025 -
Permission granted by Manscaped
Q&AHow Manscaped’s CMO tackles Super Bowl-sized brand ambitions
Marcelo Kertesz spoke with Marketing Dive about reports the brand is mulling its first big game ad and why it is doubling down on edgy humor.
By Peter Adams • Oct. 20, 2025 -
Permission granted by Shutterstock for Advertising Week New York
CMOs share what brands get wrong when marketing to Gen Z
The group’s perceived aversion to advertising and lack of brand loyalty are more myth than fact, panelists argued at Advertising Week.
By Peter Adams • Oct. 10, 2025 -
Shutterstock for Advertising Week New York
E.l.f., MAC on driving growth through inclusivity — and tips for others
Getting inclusivity right does not require initiatives like a DEI team, but rather full organizational buy-in, marketers said during an Advertising Week panel.
By Jessica Hammers • Oct. 9, 2025 -
Permission granted by Shutterstock for Advertising Week New York
How Keurig Dr. Pepper embraces flywheel marketing to drive performance
During an Advertising Week panel, CMO Drew Panayiotou explained how marketers can measure success when accuracy is not completely possible.
By Chris Kelly • Oct. 9, 2025 -
Permission granted by Shutterstock for Advertising Week New York
How Molson Coors, PepsiCo operationalize rapid, relevant culture plays
Brands must be aligned with agency partners and remove barriers to execution, executives explained at Advertising Week.
By Chris Kelly • Oct. 7, 2025 -
Permission granted by Shutterstock for Advertising Week New York
Kraft Heinz CMO on being culturally nimble without losing brand equity
From a condiment collaboration with hip-hop producer Mustard to a Weinermobile race, Todd Kaplan tries to keep activations rooted in insights.
By Peter Adams • Oct. 7, 2025
