{"id":106905,"date":"2025-12-19T03:52:35","date_gmt":"2025-12-19T03:52:35","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/12\/19\/the-21-biggest-cmo-shakeups-of-2025\/"},"modified":"2025-12-19T03:54:37","modified_gmt":"2025-12-19T03:54:37","slug":"the-21-biggest-cmo-shakeups-of-2025","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/12\/19\/the-21-biggest-cmo-shakeups-of-2025\/","title":{"rendered":"The 21 Biggest CMO Shakeups of 2025"},"content":{"rendered":"

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2025 was one other busy 12 months for advertising headhunters and company HR groups.<\/p>\n

The final 12 months have seen new chief advertising officers (CMOs) take the reins at giants like McDonald\u2019s and Mastercard, whereas others, together with the Nationwide Basketball Affiliation (NBA) and Poppi, are at present with out devoted CMOs.<\/p>\n

Some corporations, comparable to tech challenger Nothing and Cadillac F1, employed their first CMOs, gearing up for a brand new chapter in 2026. <\/p>\n

Should you\u2019re struggling to maintain tempo with all of the change, or want a reminder of who has landed the place, ADWEEK has rounded up a few of 2025\u2019s largest CMO firsts, exits, and shuffles.<\/p>\n

Hold scrolling to see the strikes that formed the 12 months. <\/p>\n

Replace: The article has been edited to incorporate the adjustments at Unilever\u2019s chief marketer place.<\/em><\/p>\n

Greatest Exits<\/strong><\/h4>\n

Tariq Hassan, McDonald\u2019s<\/h4>\n
\"During<\/figure>\n

What modified? <\/strong>Longtime McDonald\u2019s USA chief advertising and buyer expertise officer, Tariq Hassan, resigned from his role in early 2025<\/a>. He was succeeded by Alyssa Buetikofer<\/a>, CMO of McDonald\u2019s Canada. In his 4 years on the fast-food big, Hassan oversaw main campaigns together with \u201cFan Truths\u201d and the viral revival of Grimace.\u00a0<\/p>\n

Why it issues: <\/strong>Hassan departed at a turbulent time for the enterprise. Within the third quarter of 2024, McDonald\u2019s posted its largest world gross sales decline since 2020. It additionally wanted to revive its popularity as a price vacation spot and win again belief after an E. coli outbreak in late 2024. Whereas gross sales have since grown, McDonald\u2019s nonetheless has work to do in \u201cre-engaging the low-income client,\u201d CEO Chris Kempczinski said<\/a> in an August earnings name. \u2013Brittaney Kiefer<\/em><\/p>\n

Tammy Henault, NBA<\/h4>\n
\"The<\/figure>\n

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What modified? <\/strong>When the NBA recruited Tammy Henault<\/a> in 2022, it charged her to \u201cadditional the group\u2019s mission to encourage and join folks in every single place by means of the ability of basketball.\u201d That massive remit got here to an finish in September, when Henault exited to take a \u201cpower pause\u201d before her next move<\/a>.<\/p>\n

Why it issues: <\/strong>Henault\u2019s performs have been enjoyable to observe, particularly her penchant for casting NBA stars current and previous (see: Larry Chicken, Magic Johnson) alongside mainstream celebs like Jimmy Kimmel and Queen Latifah<\/a>. Henault additionally oversaw the group\u2019s first piece of sonic branding. She turned youthful viewers onto basketball, constructed the NBA\u2019s abroad fanbase, and shattered attendance information alongside the way in which. The NBA is splitting advertising between the management group for now. \u2013 Robert Klara<\/em><\/p>\n

Raja Rajamannar, Mastercard<\/h4>\n
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What modified? <\/strong>Longtime Mastercard chief advertising and communications officer Raja Rajamannar announced in October<\/a> that he would transition to the position of senior fellow and be succeeded by former Accenture advertising boss Jill Kramer. Rajamannar had been within the position for 12 years.<\/p>\n

Why it issues: <\/strong>One of many business\u2019s most celebrated CMOs<\/a>, Rajamannar is credited with remodeling the monetary providers big right into a advertising and data-led group whereas evolving its iconic \u201cPriceless\u201d platform<\/a>. He additionally expanded Mastercard\u2019s model with sonic and haptic logos and pushed the boundaries of inclusive advertising with groundbreaking applications just like the True Identify card. His legacy looms massive for CMOs at legacy manufacturers trying to innovate past the confines of conventional advertising. \u2013 Alison Weissbrot<\/em><\/p>\n

Andy Judd, Poppi <\/h4>\n
\"Andy<\/figure>\n

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What modified?<\/strong> Poppi CMO Andy Judd stepped down in 2025<\/a> following PepsiCo\u2019s roughly $2 billion acquisition of the prebiotic soda model.<\/p>\n

Why it issues: <\/strong>Having first joined in 2023, Judd helped form Poppi\u2019s culture-first advertising method because the model scaled quickly in retail. Poppi has not named a direct alternative, however advertising tasks are being overseen by CGO Jeff Rubenstein because the model integrates into PepsiCo. Judd\u2019s exit marked a key transition as Poppi strikes from fast-moving challenger to a scaled-up CPG. \u2013 Rebecca Stewart<\/em><\/p>\n

Linda Bethea, Danone<\/h4>\n
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What modified?<\/strong> \u200bIn a multinational as massive because the $16 billion Danone, a ripple at headquarters can grow to be a wave within the discipline. That\u2019s what occurred earlier in December when Linda Bethea departed as North America CMO<\/a> after roughly two years on the job. <\/p>\n

Why it issues: In 2022, Paris-based Danone introduced Renew Danone, an initiative that fractioned its operations into three sectors. On this shift, Henri Bruxelles emerged because the exec overseeing the Americas division. Afterwards, Bethea was headed for the exit, and the CMO tasks have been rolled into the broader U.S. management group. The packaged-foods big had constructed its messaging across the ethos of \u201cwell being by means of meals\u201d for the final 20 years. Nevertheless, it was Bethea who noticed the market area of interest created by the rise of GLP-1 medication for weight reduction, positioning Danone\u2019s yogurt-based merchandise as important dietary dietary supplements. \u2013 Robert Klara<\/em><\/p>\n

Lisa McKnight, Mattel<\/h4>\n
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What modified? <\/strong>After greater than 20 years at Mattel, evp and chief model officer Lisa McKnight left, and a management restructure adopted. The Barbie brand architect\u2019s<\/a> position was changed by a newly created chief world model officer place, occupied by Roberto Stanichi.<\/p>\n

Why it issues: McKnight helped lead Mattel\u2019s transformation into an IP-driven leisure behemoth, capped by the cultural and field workplace success of the Barbie film. Her exit indicators a shift towards extra centralized world model management as Mattel seems to be to scale extra franchises throughout movie, client merchandise, and experiences. \u2013 Rebecca Stewart<\/em><\/p>\n

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Michelle St. Jacques, Molson Coors<\/h4>\n
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What modified?<\/strong> Not fairly a CMO transfer, however it was nonetheless massive business information when Molson Coors introduced that Michelle St. Jacques would exit her position as chief business officer in late 2025 as a part of a broader management restructuring.<\/p>\n

Why it issues: <\/strong>Although not a marketer by title, St. Jacques oversaw advertising, innovation, and gross sales technique throughout a interval of great class strain. Her tasks will likely be redistributed internally, with no direct alternative named. The shuffle reveals how the legacy beer model is rethinking advertising as client habits shift and sales slide<\/a>. \u2013 Rebecca Stewart<\/em><\/p>\n

Charisse Hughes, Kellanova<\/h4>\n
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What modified?<\/strong> Kellanova\u2019s chief development officer (CGO) Charisse Hughes, is leaving the corporate on Dec. 24 following Mars\u2019 acquisition of Kellanova.\u00a0An organization spokesperson declined to say who will direct the advertising initiatives for Kellanova\u2019s manufacturers following Hughes\u2019 departure.<\/p>\n

Why it issues: <\/strong>Like many companies, Kellanova continues to battle by means of quite a few exterior components, like customers spending much less or buying and selling right down to cheaper, private-label manufacturers. In an October earnings launch, CEO Steve Cahillane acknowledged this \u201ccyclical downturn,\u201d however famous that Kellanova had beat its personal expectations because of a development technique based mostly on \u201cinnovation, productiveness, and rising markets enlargement, notably noodles in Africa.\u201d Analysts and buyers will likely be watching the enterprise and its manufacturers intently now that the Mars integration is full. \u2013 Rebecca Stewart<\/em><\/p>\n

Esi Eggleston Bracey, Unilever<\/h4>\n
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What occurred? <\/strong>Esi Eggleston Bracey, Unilever\u2019s chief advertising and development officer (CMGO), is ready to depart in January 2026 after simply over two years within the position and eight years with the enterprise.<\/p>\n

Why it issues: <\/strong>The CMGO place is not going to get replaced like-for-like, Unilever confirmed to ADWEEK. As a substitute, Leandro Barreto, chief advertising officer, Unilever Magnificence and Wellbeing, will lengthen his remit to incorporate Unilever\u2019s enterprise advertising agenda. The transfer displays what Unilever describes as the following part of its advertising transformation, which is able to deliver world advertising capabilities nearer to its enterprise teams, leading to sooner execution and impression. \u2013 Rebecca Stewart<\/em><\/p>\n

Greatest Strikes<\/strong> <\/h4>\n

Joon Silverstein, Coach<\/p>\n

\"Joon<\/figure>\n

What modified? In January, Coach elevated Joon Silverstein to CMO<\/a>. She succeeded Sandeep Seth, who serves as CGO at dad or mum firm Tapestry and added president of Tapestry Worldwide to his title.<\/p>\n

Why it issues: A decade-long Coach veteran, Silverstein had already led campaigns that modernized Coach\u2019s picture, connecting it with Gen Z whereas driving digital development, together with sub-brand Coachtopia. Her rent showcased the model\u2019s dedication to balancing heritage luxurious with a up to date, world viewers. \u2013 Rebecca Stewart<\/em><\/p>\n

Josh Line, Yahoo<\/h4>\n
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Josh Line involves Yahoo after 14 years at Paramount.<\/span><\/figcaption><\/figure>\n

What modified? Yahoo turned 30 this 12 months, and the net\u2019s first massive search engine marked its birthday with a spate of colourful activations, together with a memorable (if baffling) Tremendous Bowl spot starring Invoice Murray. Then, as if the advertising group didn\u2019t have sufficient to do already, it obtained a brand new boss in March. Josh Line stuffed a CMO workplace left empty since Tressie Lieberman break up for Starbucks the earlier fall. <\/p>\n

Why it mattered: Line spent near 14 years climbing the advertising ladder at Paramount, having already reduce his enamel on the company facet. Yahoo gave him lots to do from day one, together with main the trouble to show extra Gen Zers on to e mail and boosting consciousness of content material hubs Yahoo Information, Yahoo Sports activities, and Yahoo Finance. In an announcement, Line pledged to \u201creignite love\u201d for the model. \u2013 Robert Klara<\/em><\/p>\n

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Rebecca Van Dyck, Airbnb<\/h4>\n
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What modified?<\/strong> In June, Airbnb named former Meta and Levi\u2019s exec Rebecca Van Dyck as CMO<\/a>, whereas former advertising lead Hiroki Asai took on the brand new position of chief expertise officer.<\/p>\n

Why it issues: <\/strong>The CMO job at Airbnb had been vacant since 2018, when its first CMO, Jonathan Mildenhall, departed after 4 years. Van Dyck\u2019s arrival dovetailed with Airbnb\u2019s transfer to grow to be about \u201cextra than simply stays.\u201d Founder and CEO Brian Chesky needs the enterprise to evolve right into a journey and way of life platform, and Van Dyck will likely be tasked with main the model into that subsequent chapter. \u2013 Rebecca Stewart<\/em><\/p>\n

Megan Imbres, Peloton <\/h4>\n
\"Megan
Megan Imbres is Peloton\u2019s chief advertising officer (CMO).<\/span><\/figcaption><\/figure>\n


What modified? <\/strong>In June, Megan Imbres turned Peloton\u2019s fourth CMO since 2020<\/a>. The previous Apple, Amazon, and Netflix exec changed Lauren Weinberg, who left in April after the advertising and comms capabilities have been break up.<\/p>\n

Why it issues: <\/strong>Peloton has had a difficult few years, however in Q3 it stunned Wall Avenue by posting a revenue regardless of falling subscriber numbers and a 37% reduce to its advertising funds. We\u2019ve not seen a tentpole artistic marketing campaign from Imbres but, however 2026 could be the 12 months. \u2013 Rebecca Stewart <\/em><\/p>\n

Nicole Hubbard Graham, Nike<\/h4>\n
\"Nicole
Nicole Hubbard Graham beforehand spent 17 years in Nike\u2019s advertising group, earlier than co-founding Undertake company with David Creech and Wealthy Paul.<\/span><\/figcaption><\/figure>\n

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What modified?<\/strong> Nike reorganized its client, product, and model management division into three distinct areas: client and sport, advertising, and product creation. As a part of that reshuffle, CMO Nicole Hubbard Graham added evp to her title, charged with main storytelling for the Nike, Jordan, and Converse manufacturers.<\/p>\n

Why it issues: <\/strong>Hubbard Graham is a part of the group racing to show round Nike\u2019s enterprise after years of sluggish gross sales and heated competitors from upstarts like On and Hoka. After main Nike\u2019s return to the Tremendous Bowl in Feb. 2025, she took a good greater danger. In September, Nike reimagined its \u201cSimply Do It\u201d slogan as \u201cWhy Do It?\u201d to succeed in Gen Z, marking one among its most vital model campaigns in years. \u2013Brittaney Kiefer<\/em><\/p>\n

Jon Halvorson, Tylenol <\/h4>\n
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What modified? <\/strong>Generally you want a marketer, and typically you want a warrior. In October, Tylenol maker Kenvue wanted each, and Jon Halvorson obtained the decision. <\/p>\n

Why it issues: Kenvue was reeling after a September press convention wherein well being secretary Robert F. Kennedy, Jr.\u2014buttressed by President Trump\u2014implied a hyperlink between autism and acetaminophen, the lively ingredient in Tylenol. Regardless of the medical institution lengthy discrediting such hyperlinks, Kenvue took no possibilities. With expertise spanning Starcom MediaVest, GM. and Mondelez\u2014the place he led AI adoption\u2014Halvorson brings the advertising and messaging chops wanted for the problem forward. The identical day Kenvue reported Q3 gross sales down 3.5%, Kimberly-Clark introduced it had acquired Kenvue for practically $49 billion. \u2013 Robert Klara<\/em><\/p>\n

Colleen DeCourcy, Sonos<\/h4>\n
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What modified? <\/strong>On an earnings name in November, beleaguered tech firm Sonos introduced it’ll deliver on advertising and Madison Avenue veteran Colleen DeCourcy in January to steer a model turnaround. The appointment comes as Sonos continues to recuperate from a botched app replace in 2024, which value it $100 million in income within the following six months and despatched its inventory tumbling.\u00a0<\/p>\n

Why it issues: <\/strong>Sonos is betting DeCourcy, together with her pedigree at corporations like Snap Inc. and Wieden+Kennedy, can repair the brand\u2019s image<\/a> with a revamped advertising technique that shifts the main focus from including new prospects to growing the variety of gadgets in every buyer family. She joins below new CEO Tim Conrad, who got here on in July to show across the struggling firm\u2019s fortunes. \u2013 Alison Weissbrot <\/em><\/p>\n

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First CMO appointments <\/strong><\/h4>\n

Ahmed Iqbal, Cadillac F1\u00a0<\/h4>\n
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What modified?<\/strong> Cadillac F1 not too long ago named former TikTok and Twitter exec Ahmed Iqbal as its first CMO.<\/p>\n

Why it issues: <\/strong>Iqbal\u2019s appointment lands as the excitement round motorsports hits a fever pitch, due to Netflix\u2019s Drive to Survive and a nail-biting Grand Prix season. In an announcement, Cadillac mentioned Iqbal\u2019s mission will likely be to show the brand new racing group into \u201cAmerica\u2019s house group\u201d with a method that won’t \u201crely solely on conventional promoting or shiny sponsorships.\u201d Earlier than lengthy, he may very well be giving McLaren an actual problem within the advertising races.\u00a0\u2013 Rebecca Stewart\u00a0<\/em><\/p>\n

Charlie Smith, Nothing <\/h4>\n
\"Smith
Smith arrives from Loewe the place he was CMO for seven years.<\/span><\/figcaption><\/figure>\n


What modified?<\/strong> To bookend the 12 months, tech challenger Nothing has appointed Charlie Smith as its first chief model officer. He joined from LVMH model Loewe, the place he has spent the final seven years as CMO main cool initiatives together with dressing Rihanna for the Tremendous Bowl.<\/p>\n

Why it issues: <\/strong>London-based Nothing types itself as an alternative choice to Apple and Samsung, manufacturing modern smartphones, watches, and audio equipment. Since 2020, it\u2019s raised $200 million in funding, and it\u2019s making ready for its AI-powered future. Now it\u2019s banking on Smith to assist it problem the established order. \u2013 Rebecca Stewart<\/em><\/p>\n

CMOs to the C-Suite<\/strong><\/h4>\n

Diana Haussling, Hiya Merchandise<\/strong><\/h4>\n
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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.<\/p>\n

Why it issues:<\/strong> Buzzy startup Hiya, which sells \u201cnaturally pleasant\u201d toothpaste, mouth rinse, toothbrushes, and floss, was based in 2013 and bought by Colgate in 2020. Haussling\u2019s transfer mirrored a pattern of CMOs changing into CEOs, and set the tone for extra of the identical in 2025. \u2013 Rebecca Stewart <\/em><\/p>\n

Soyoung Kang, EOS <\/strong><\/h4>\n
\"Kang
Kang first joined Eos in 2018.<\/span><\/figcaption><\/figure>\n

What modified? <\/strong>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.<\/p>\n

Why it issues:<\/strong> Kang is behind EOS\u2019 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. \u2013 Alison Weissbrot<\/em><\/p>\n

Jackie Jantos, Hinge<\/strong><\/h4>\n
\"Jantos
Jantos joins a college of CMOs who stepped into extra senior C-Suite roles in 2025.<\/span><\/figcaption><\/figure>\n

What modified? <\/strong>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\u2019d been with the enterprise since 2023, took on the expanded position of chief advertising and communications officer.\u00a0<\/p>\n

Why it issues: <\/strong>In her 4 years on the firm, Jantos helped Hinge buck a sector-wide decline and cement the app\u2019s popularity for facilitating significant connections. She oversaw expansions of Hinge\u2019s \u201cDesigned to Be Deleted\u201d 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. \u2013Brittaney Kiefer<\/em><\/p>\n<\/div>\n