What modified? Diana Haussling turned the most recent marketer to step into the CEO workplace in February, transferring from her position as senior vp, common supervisor, client expertise and development, and CMO for North America at Colgate-Palmolive to steer Hiya Merchandise.

Why it issues: Buzzy startup Hiya, which sells “naturally pleasant” toothpaste, mouth rinse, toothbrushes, and floss, was based in 2013 and bought by Colgate in 2020. Haussling’s transfer mirrored a pattern of CMOs changing into CEOs, and set the tone for extra of the identical in 2025. – Rebecca Stewart

Soyoung Kang, EOS

Kang first joined Eos in 2018.
Kang first joined Eos in 2018.

What modified? In September, EOS Merchandise chief advertising and innovation officer, Soyoung Kang, was promoted to president of the private care model. The brand new position, which she assumed after seven years as CMO, has her persevering with to supervise advertising, innovation, and e-commerce, whereas including business technique, enterprise efficiency and P&L development and profitability to her tasks.

Why it issues: Kang is behind EOS’ meteoric rise from a small challenger model greatest recognized for its orb-shaped lip balms to a Gen Z cult favourite on social media, with merchandise throughout skincare, magnificence, and shaving. Her promotion follows 14 consecutive quarters of double-digit retail gross sales development for the enterprise, proving that there’s a path to firm management for CMOs who drive outcomes. – Alison Weissbrot

Jackie Jantos, Hinge

Jantos joins a school of CMOs who stepped into more senior C-Suite roles in 2025
Jantos joins a college of CMOs who stepped into extra senior C-Suite roles in 2025.

What modified? In December, Match Group-owned courting app Hinge promoted chief advertising officer and president Jackie Jantos to CEO. She succeeds founder Justin McLeod, who left to launch an AI-powered courting app. Tamika Younger, who’d been with the enterprise since 2023, took on the expanded position of chief advertising and communications officer. 

Why it issues: In her 4 years on the firm, Jantos helped Hinge buck a sector-wide decline and cement the app’s popularity for facilitating significant connections. She oversaw expansions of Hinge’s “Designed to Be Deleted” platform and instructed actual love tales by means of progressive initiatives comparable to a romantic zine, ebook membership activations, and a Substack collection. Her elevation to the highest job reveals her technique is working. –Brittaney Kiefer


Source link