The media arm of British advertising behemoth WPP has appointed Angela Steele as its U.S. chief client officer, a newly formed role.

Steele joins from WPP’s French rival Publicis Groupe, where she served as CEO of Publicis Collective U.S. and helmed the holding company’s dedicated Verizon unit. 

WPP Media CEO Brian Lesser announced the appointment in a memo sent to staff this morning and obtained by ADWEEK. 

Steele “will assume leadership of a group of U.S. teams to continue to drive high-performance growth for those clients,” Lesser wrote. 

A spokesperson for WPP Media confirmed the appointment to ADWEEK. 

Steele will take the post officially on January 16, according to the memo, and will work closely with the company’s other U.S. chief client officer Nancy Hall, though the two will oversee different client portfolios, the company said. She will report directly to Lesser. 

Steele has worked in the ad industry for more than two decades. Prior to her four-year tenure at Publicis, she was U.S. CEO of Dentsu’s Carat, elevated to that role after implementing an audience-driven planning and activation strategy and overseeing client accounts for leading brands like General Motors, Microsoft, and Procter & Gamble.

Earlier in her career, Steele helped grow Ansible, a specialized mobile marketing agency within Interpublic Group (IPG), to a mid-sized global network. (Ansible was later folded into Reprise, which was subsequently absorbed into IPG Mediabrands’ Kinesso—the brand names of which are all defunct following Omnicom’s $13.5 billion takeover of IPG). 

In his memo, Lesser emphasized the experience Steele will bring to the company, saying: “Angela has spent her career leading organizations through significant change, particularly where technology, data, and platforms have redefined how brands grow and connect with consumers. She has built and led teams across agency and client environments, translating innovation into measurable outcomes in leadership roles at Publicis, Dentsu, and IPG.”

He noted that Steele’s work with major brands will also prove “instrumental in strengthening our existing client relationships and identifying opportunities for growth.”

A critical juncture

WPP Media is still searching for a North America CEO, a post that has been empty since the departure of Sharb Farjami in early October. 

Steele’s appointment comes at a critical juncture for the agency, which last year suffered major client losses, including the media businesses of Coca-Cola in the U.S. and Canada, Mars, and Paramount, all to French rival Publicis.

Parent WPP also had a rocky year, with a CEO shakeup that saw Mark Read exit after seven years and sinking financials that led the company to issue two profit warnings. 

More recently, CEO Cindy Rose has indicated she has a turnaround plan for the company centered on competitive pricing and AI investment. 

At the end of 2025, WPP Media announced that it won new business from Jaguar Land Rover and Tylenol owner Kenvue.

In this episode of Brave Commerce, hosts Rachel Tipograph and Sarah Hofstetter speak with Marco Brucato, head of digital ecommerce in Europe at Beko Europe.

Marco shares how he’s scaled digital commerce across diverse European markets by applying a “freedom within a frame” mindset, centralizing strategy, governance, and KPIs while empowering local teams to adapt for cultural nuance and shopper expectations.

He breaks down what it takes to make transformation stick inside large organizations, from securing leadership buy-in to making the cost of inaction tangible. 

Marco also explains why selling the problem matters more than selling the solution, how a test-small-scale-fast approach helps prove value, and why omnichannel should be a core operating principle — not a buzzword.

Key takeaways:

Scale with structure: Centralize principles and governance while enabling local execution.

Create urgency: Make the cost of inaction clear to unlock leadership buy-in.

Prove value fast: Test ideas in small ways, then scale what works.

2025 was a carousel of chief marketing officer (CMO) exits, arrivals, and shake-ups that kept the advertising world on its toes.

While the CMO door keeps revolving, 2026 will once again see marketing bosses challenged by geopolitical upheaval and squeezed consumer spend. There will also be opportunities, including the FIFA 26 World Cup and a buzzy M&A market. AI advancement will be a double-edged sword, making it easier for brands to connect with audiences while also raising questions about the human cost of the tech.

For marketers at some of the world’s most talked-about brands, the next 12 months will test how well they can adapt, innovate, and lead.

With that in mind, ADWEEK is spotlighting 10 CMOs worth watching in 2026.

Some are setting the tone for challenger brands. Others are steering their teams into unfamiliar territory. Several are tasked with modernizing legacy businesses and a few are defining what leadership looks like in new roles.

Scroll down to see who’s on the list for 2026. 

Ahmed Iqbal, CMO, Cadillac F1 

As Cadillac Formula 1’s first-ever CMO, Iqbal arrives at a moment of peak momentum for the sport, with global interest surging thanks to a nail-biting 2025 Grand Prix and Netflix’s fly-on-the-wall documentary series, Drive to Survive. 

The CMO joins on the back of McLaren’s dominant run, raising both the stakes and the expectations for the challenger.

In 2026, Iqbal’s task will be to define what Cadillac stands for in a crowded, fast-moving F1 landscape. He’ll need to translate the brand’s American heritage into global relevance while building credibility with fans who are already deeply invested in the sport.

Jill Kramer, CMCO, Mastercard

Former Accenture marketing boss Jill Kramer steps into the chief marketing and communications (CMCO) role at Mastercard following one of the longest and most influential CMO tenures in the industry, taking over from Raja Rajamannar. 

Her arrival marks a moment of transition for a brand long associated with consistency, cultural credibility, and the enduring power of its “Priceless” platform. 

In 2026, Kramer’s challenge will be evolving Rajamannar’s legacy, and keeping Mastercard culturally relevant and innovative while protecting its brand equity. 

Per figures from Interbrand, Accenture’s brand value almost doubled from $12 billion to $20.9 billion over the near-decade Kramer was CMCO there. Prior to that, she held senior roles at BBDO and DDB, where she led campaigns for brands such as AT&T and ExxonMobil.

Jon Halvorson, Chief Digital and Marketing Officer, Kenvue

In October, Tylenol maker Kenvue gave Jon Halvorson the call. The business was reeling after a September press conference in which health secretary Robert F. Kennedy, Jr., buttressed by President Trump, implied a link between autism and acetaminophen, the active ingredient in Tylenol. 

Despite the medical establishment long discrediting such links, on the same day, Kenvue reported Q3 sales down 3.5%, and a few weeks later, Kimberly-Clark announced it had acquired Kenvue for nearly $49 billion.

Kenvue is betting that with experience spanning Starcom MediaVest, GM, and Mondelez—where he led AI adoption—Halvorson brings the marketing and messaging chops needed to reassure consumers. 

As Trump and RFK continue to make major changes to pharma advertising, and a lawsuit from Texas Attorney General Ken Paxton looms, Halvorson has a challenging 2026 ahead. 

Kate Rouch, CMO, OpenAI 

This is Rouch’s second year on ADWEEK’s CMOs to watch list.
In 2025, Rouch’s impact saw the AI challenger dive into mass marketing for ChatGPT and its other products. The company advertised in the Super Bowl earlier this year with a 60-second spot from Droga5 that recounted the history of human innovation, and targeted college students with a smaller campaign during final exam season. 

In June, the exec took temporary leave following a breast cancer diagnosis, with former Facebook CMO Gary Briggs taking the marketing reins in the interim. Rouch returned in November, sharing the news that she was cancer-free. 

In 2026, the former Coinbase CMO will need to build on the momentum around ChatGPT’s first big emotional ad campaign, which demonstrates how the AI chatbot is useful in relatable, daily moments.

In the coming year, Rouch will also help the business market blockbuster partnerships with Disney and Mattel, and continue to meet the challenge of building brand trust in a world still cautious of AI.

Marian Lee, CMO, Netflix 

Netflix’s Marian Lee is also marking her second year on this list. 

Lee’s marketing ethos, where culture is the “main character,” has put Netflix on the map as one of the buzziest and creative brands of 2025. In the last 12 months, the platform has launched IRL campaigns for surprise hit movie KPop Demon Hunters and brought brands like Gatorade into the Upside Down for the final season of Stranger Things.

It also opened the doors to two Netflix Houses in Dallas and Philadelphia, where fans can explore, taste, play, and shop their favorite shows, from Bridgerton to Money Heist. 

Lee will play a key role in 2026 as Netflix cozies up to brands, including AB InBev, for partnerships linked to its growing ad tier, which now counts almost 100 million subscribers. She’ll also continue to help the company expand its audience beyond movies and series into gaming, live sports, and more. 

Looming largest on the horizon is Netflix’s push to close its acquisition of Warner Bros Discovery. Slated for late 2026, the move could bring iconic film franchises, including Harry Potter, and vast studio capabilities into the streamer’s fold. If approved, it will reshape not only Netflix’s content arsenal but how Lee positions the streamer in culture and Hollywood.

Marcel Marcondes, Global CMO, AB InBev

Over the last 18 months, Marcondes has flipped AB InBev’s marketing model to put a “disproportionate” amount of spend behind its master brands and double down on culture-first marketing.

In 2025, that strategy gained momentum. Combined, Budweiser, Corona, Stella Artois, and Michelob Ultra now represent around 57% of the brewer’s revenue and account for 8 of the top 10 most valuable beer brands in the world, per Kantar. Megabrand revenues were up 3% in Q3, driving AB InBev’s overall 0.9% growth.

In 2026, some of the brewer’s brands are poised to go big for Super Bowl 60 (though it has not officially revealed its plans yet). The company is also a FIFA 26 World Cup sponsor and the official beer partner of the Winter Olympics, the VMAs, and the Grammys.

The coming year will also see AB InBev integrate beers such as Bud Light and Stella into Netflix shows like The Gentlemen. This collaboration will extend off-screen to packs, too, as part of a historic multi-year partnership between the two brands designed to reach audiences increasingly resistant to traditional ads. 

The next 12 months are shaping up to be spectacularly busy for the business, and Marcondes will be tasked with ensuring AB InBev’s master brands are top of mind in culture and on shelves around the world.

Manu Orssaud, CMO, Duolingo

When Duolingo declared itself “AI-first” in April, the move signaled a structural shift in how the company approaches product, content, and marketing. It also invited scrutiny.

A subsequent memo from CEO Luis von Ahn linking hiring to AI capacity sparked backlash and raised questions about humans’ role in the brand’s future.

In September, Duolingo confirmed its AI investments hadn’t led to any full-time employees being laid off. Instead, AI is boosting human productivity, von Ahn said at Fast Company’s Innovation Festival.

As the brand’s CMO Manu Orssaud looks ahead to 2026, his task will be scaling up its AI marketing tools while driving sustained subscriber growth, all while holding on to the brand personality that made Duolingo culturally iconic.

Meghan Imbres, CMO, Peloton

In June 2025, Megan Imbres became Peloton’s fourth CMO since 2020.

The former Apple, Amazon, and Netflix exec replaced Lauren Weinberg, who left in April after the marketing and comms functions were split.

Peloton has had a challenging few years, but in Q3 it surprised Wall Street by posting a profit despite falling subscriber numbers and a 37% cut to its marketing budget.

We’ve not seen a tentpole creative campaign from Imbres yet, but 2026 might be the year, following the brand’s AI-powered September product relaunch, which embedded the tech into its fitness products to customize individual workout programs.

Tamika Young, CMCO, Hinge

In December, Hinge named a new CMCO in Tamika Young, who joined the business as svp, global communications in 2023 from Netflix. Hinge’s former CMO, Jackie Jantos, was promoted to CEO after founder Justin McLeod left to launch Overtone, an AI-powered dating app.

As she adds marketing to her communications responsibility, Young will be tasked with building on the success of Jantos’ most high-profile campaigns, including Hinge’s global trademarked “Designed to Be Deleted” positioning, which transformed it from a swipe-culture novelty into one defined by more meaningful connections. 

She’ll also be working alongside a CEO who understands and champions the value of marketing.

Young’s appointment comes as Hinge’s monthly revenue overtakes its biggest, rival Bumble, and as 78% of U.S. dating app users say they’ve experienced dating app fatigue.

Todd Kaplan, CMO, Kraft Heinz

In his first full year leading marketing for Kraft Heinz’s 200-strong portfolio of brands, Todd Kaplan has pushed the legacy CPG beyond its comfort zone with culturally relevant marketing.

First came Heinz’s collaboration with producer Mustard (complete with a 30-second spot during the Grammy Awards and social extensions tied to an IRL, limited-edition mustard product). Heinz also worked with Rethink on its fun “Looks Familiar” ads, which highlighted the uncanny resemblance between the sauce maker’s iconic logo and fry boxes used by restaurants around the world.

In 2026, the $29 billion company will split into two public entities: Global Taste Elevation, which will house sauces and spreads, and North American Grocery Co., encompassing cupboard staples like Oscar Mayer and Lunchables.

Post-split, Kaplan’s future title and portfolio remain unannounced. However, this year he’ll be tasked with defining how Kraft Heinz’s new marketing playbook translates across the two new companies before the reorganization is complete.

On recently made an interesting new marketing hire, signaling that the running brand may be looking to beef up its internal agency.

Thiago Cruz, former chief creative officer at Grey New York, joined Swiss running shoe brand On as its global head of brand and creative in September.

Cruz leads On’s internal creative studio, overseeing a team of art directors, graphic designers, and copywriters developing assets for On’s marketing campaigns, according to a spokesperson.

He doesn’t report directly to CMO Alex Griffin, but his team falls under On’s marketing organization, the spokesperson said.

Cruz is based in Switzerland, where On is headquartered, according to his LinkedIn profile.

Brazilian-born Cruz was most recently at Grey, where he was chief creative officer of the New York office. Before that he worked in creative leadership roles at agencies across Europe and the U.S. 

His departure from Grey came months after the agency was folded under Ogilvy Group, moving it from its previous home under AKQA. Earlier in December, Grey announced a new leadership team for the U.S., bringing its New York and Cincinnati offices together under the leadership of U.S. CEO Agnes Fischer and U.S. CCO Samira Ansari, who previously worked at Ogilvy.

“Before being one of the most talented creative leaders in the industry, Thiago is a longtime dear friend. He has the perfect sensibility to help On realize its creative potential. We are sincerely thrilled for both him and them,” said Gabriel Schmitt, global chief creative officer of Grey in a statement.

Grey and Ogilvy’s reorganization comes as parent WPP undergoes a strategic review led by McKinsey under newly installed CEO Cindy Rose.

On has broken through as a challenger to legacy running brands like Nike and Puma, in part thanks to buzzy marketing that taps into celebrity, lifestyle, and fashion. 

In 2024, On signed a multiyear partnership with Zendaya that lends her influence across product development and creative campaigns, leading to work such as her April launch into space. Much of this work has been developed in-house by On’s marketing team. 

The Swiss running brand drove record net sales and profit in the third quarter of 2025, with sales increasing nearly 25% year-over-year driven by “exceptional global momentum.”

The most helpful leadership idea I heard this year wasn’t from a LinkedIn guru or a best-selling management book, but from Chinese Astrology.

It turns out that 2025 was the Year of the Wood Snake—in other words, the year of shedding. 

Look at what the advertising industry has shed this year: not just thousands of jobs, but entire agency networks. We’ve shed the faith that serving clients and making great work might save us from restructure. 

We’ve even had to discard the certainty that advertising is an industry with career paths. 

This stuff has been shedding for a while, but now it’s finally off. It’s painful. But with shedding comes new life.

Here is my counsel as we move into the next phase.

Let go of old structures

Nobody is looking to hire or buy the best agency of 2006 or 2016 today. This isn’t your model, or your reference point. 

Know that the old world has gone, but something new is being born. Use this opportunity to actively let go of any ideas or processes that were starting to feel uncomfortable or irrelevant. 

Identify your nuances

It’s no longer just about skills. Think beyond your title and your official deliverables to reflect on what sits beneath. What qualities do you possess because of this role, and how might that be relevant in new situations?

For example, you might be in client services, but as a result, you can quickly form deep, trusting relationships and clearly understand what others need. Use those qualities to your advantage as capabilities shift.

Take inventory of your resources

It’s easy to lose sight of the abundance you’ve accumulated. Most of the time, we don’t notice how much we have available to us. 

List out every single person in your network, every asset, every capability. I guarantee you will find that you have more to build with than you think.

The future is here, it’s just unevenly distributed

It really sucks to lose your job. But don’t let that feeling deprive you of the chance to figure out what’s next. 

The most energized people I meet are empowered to innovate in order to meet the forces reshaping the creative business. They are building distributed workforces. They are creating offerings that respond to the new world, not stripping existing businesses for shareholders. They are learning about what they as individuals can bring to this emerging world. 

Not many of them reside in the big holdcos. 

The Year of the Wood Snake clears the way for next year, the Year of the Horse: a time of energy, forward motion, decisive action. 

We shed a lot of things this year, and it hurt. It will continue to hurt for a while. But now we are lighter and ready to learn how to gallop for real. 

Sarah Watson is CEO of Luminous Coaching and former chairman and global CSO at BBH New York.

Esi Eggleston Bracey, Unilever’s chief marketing and growth officer (CMGO), is set to leave in January 2026 after just over two years in the role and eight years with the business.

The CMGO position will not be replaced like-for-like, Unilever confirmed to ADWEEK. Instead, Leandro Barreto, chief marketing officer, Unilever Beauty and Wellbeing, will extend his remit to include Unilever’s enterprise marketing agenda.

The move reflects what Unilever describes as the next phase of its marketing transformation, which will bring global marketing capabilities closer to its business groups, resulting in faster execution and impact.

Bracey will stay on through January to support Barreto in the transition.

A new marketing era

In 2023, Unilever (which owns over 400 brands) restructured its business around five key groups: personal care; beauty and well-being; nutrition; home care; and ice cream, which was spun off in December 2025 as the Magnum Ice Cream company

As the restructuring took hold, Eggleston Bracey was appointed as CMGO to lead the team of marketers overseeing these divisions.

She also took responsibility for Unilever’s network of digital marketing, media, and commerce hubs, which pool talent from across the business to deliver “seamless consumer experiences” across platforms.

Bracey joined Unilever in 2018 as evp and chief operating officer overseeing its personal care division in North America.

During that time, she pioneered the company’s then purpose-driven marketing approach. She also spearheaded Dove’s efforts to back the Crown Act, a proposed federal ban on workplace discrimination based on hairstyle or texture.

In her two years as CMGO, Bracey has been credited with leading Unilever into its digital marketing era, placing an emphasis on driving brand relevance at scale across brands, including Dove, Hellmann’s, and Persil. She’s also pioneered AI experiments to drive marketing and content efficiencies.

Barreto, a 23-year Unilever vet, will now be tasked with bridging Unilever’s long-term growth ambitions with business group-level execution.

A ‘sales and marketing’ machine

Since taking the reins in March 2025, CEO Fernando Fernandez has been increasing Unilever’s marketing budget to build a “marketing and sales machine” in an environment ripe with challengers and where consumers are cutting discretionary spend.

So far, his strategy has included a pledge to invest 30 to 50% of its $8 billion annual ad spend to “social-first” campaigns, and work with 20-times more influencers in the process.

Beauty and wellbeing, for which Barreto oversees marketing, have been central to pushing up Unilever’s profits, which increased 3.9% year-on-year to reach $17.2 million in October.

2025 was another busy year for marketing headhunters and corporate HR teams.

The last 12 months have seen new chief marketing officers (CMOs) take the reins at giants like McDonald’s and Mastercard, while others, including the National Basketball Association (NBA) and Poppi, are currently without dedicated CMOs.

Some companies, such as tech challenger Nothing and Cadillac F1, hired their first CMOs, gearing up for a new chapter in 2026.

If you’re struggling to keep pace with all the change, or need a reminder of who has landed where, ADWEEK has rounded up some of 2025’s biggest CMO firsts, exits, and shuffles.

Keep scrolling to see the moves that shaped the year.

Update: The article has been edited to include the changes at Unilever’s chief marketer position.

Biggest Exits

Tariq Hassan, McDonald’s

What changed? Longtime McDonald’s USA chief marketing and customer experience officer, Tariq Hassan, resigned from his role in early 2025. He was succeeded by Alyssa Buetikofer, CMO of McDonald’s Canada. In his four years at the fast-food giant, Hassan oversaw major campaigns including “Fan Truths” and the viral revival of Grimace. 

Why it matters: Hassan departed at a turbulent time for the business. In the third quarter of 2024, McDonald’s posted its biggest global sales decline since 2020. It also needed to restore its reputation as a value destination and win back trust after an E. coli outbreak in late 2024. While sales have since grown, McDonald’s still has work to do in “re-engaging the low-income consumer,” CEO Chris Kempczinski said in an August earnings call. –Brittaney Kiefer

Tammy Henault, NBA

What changed? When the NBA recruited Tammy Henault in 2022, it charged her to “further the organization’s mission to inspire and connect people everywhere through the power of basketball.” That big remit came to an end in September, when Henault exited to take a “power pause” before her next move.

Why it matters: Henault’s plays were fun to watch, especially her penchant for casting NBA stars present and past (see: Larry Bird, Magic Johnson) alongside mainstream celebs like Jimmy Kimmel and Queen Latifah. Henault also oversaw the organization’s first piece of sonic branding. She turned younger viewers onto basketball, built the NBA’s overseas fanbase, and shattered attendance records along the way. The NBA is splitting marketing between the leadership team for now. – Robert Klara

Raja Rajamannar, Mastercard

What changed? Longtime Mastercard chief marketing and communications officer Raja Rajamannar announced in October that he would transition to the role of senior fellow and be succeeded by former Accenture marketing boss Jill Kramer. Rajamannar had been in the role for 12 years.

Why it matters: One of the industry’s most celebrated CMOs, Rajamannar is credited with transforming the financial services giant into a marketing and data-led organization while evolving its iconic “Priceless” platform. He also expanded Mastercard’s brand with sonic and haptic logos and pushed the boundaries of inclusive marketing with groundbreaking programs like the True Name card. His legacy looms large for CMOs at legacy brands looking to innovate beyond the confines of traditional marketing. – Alison Weissbrot

Andy Judd, Poppi

What changed? Poppi CMO Andy Judd stepped down in 2025 following PepsiCo’s roughly $2 billion acquisition of the prebiotic soda brand.

Why it matters: Having first joined in 2023, Judd helped shape Poppi’s culture-first marketing approach as the brand scaled rapidly in retail. Poppi has not named a direct replacement, but marketing responsibilities are being overseen by CGO Jeff Rubenstein as the brand integrates into PepsiCo. Judd’s exit marked a key transition as Poppi moves from fast-moving challenger to a scaled-up CPG. – Rebecca Stewart

Linda Bethea, Danone

What changed? ​In a multinational as big as the $16 billion Danone, a ripple at headquarters can become a wave in the field. That’s what happened earlier in December when Linda Bethea departed as North America CMO after roughly two years on the job.

Why it matters: In 2022, Paris-based Danone announced Renew Danone, an initiative that fractioned its operations into three sectors. In this shift, Henri Bruxelles emerged as the exec overseeing the Americas division. Afterwards, Bethea was headed for the exit, and the CMO responsibilities were rolled into the broader U.S. leadership team. The packaged-foods giant had built its messaging around the ethos of “health through food” for the last two decades. However, it was Bethea who spotted the market niche created by the rise of GLP-1 drugs for weight loss, positioning Danone’s yogurt-based products as essential nutritional supplements. – Robert Klara

Lisa McKnight, Mattel

What changed? After more than two decades at Mattel, evp and chief brand officer Lisa McKnight left, and a leadership restructure followed. The Barbie brand architect’s role was replaced by a newly created chief global brand officer position, occupied by Roberto Stanichi.

Why it matters: McKnight helped lead Mattel’s transformation into an IP-driven entertainment behemoth, capped by the cultural and box office success of the Barbie movie. Her exit signals a shift toward more centralized global brand leadership as Mattel looks to scale more franchises across film, consumer products, and experiences. – Rebecca Stewart

Michelle St. Jacques, Molson Coors

What changed? Not quite a CMO move, but it was still big industry news when Molson Coors announced that Michelle St. Jacques would exit her role as chief commercial officer in late 2025 as part of a broader leadership restructuring.

Why it matters: Though not a marketer by title, St. Jacques oversaw marketing, innovation, and sales strategy during a period of significant category pressure. Her responsibilities will be redistributed internally, with no direct replacement named. The shuffle shows how the legacy beer brand is rethinking marketing as consumer habits shift and sales slide. – Rebecca Stewart

Charisse Hughes, Kellanova

What changed? Kellanova’s chief growth officer (CGO) Charisse Hughes, is leaving the company on Dec. 24 following Mars’ acquisition of Kellanova. A company spokesperson declined to say who will direct the marketing initiatives for Kellanova’s brands following Hughes’ departure.

Why it matters: Like many businesses, Kellanova continues to battle through numerous external factors, like consumers spending less or trading down to cheaper, private-label brands. In an October earnings release, CEO Steve Cahillane acknowledged this “cyclical downturn,” but noted that Kellanova had beat its own expectations due to a growth strategy based on “innovation, productivity, and emerging markets expansion, notably noodles in Africa.” Analysts and investors will be watching the business and its brands closely now that the Mars integration is complete. – Rebecca Stewart

Esi Eggleston Bracey, Unilever

What happened? Esi Eggleston Bracey, Unilever’s chief marketing and growth officer (CMGO), is set to leave in January 2026 after just over two years in the role and eight years with the business.

Why it matters: The CMGO position will not be replaced like-for-like, Unilever confirmed to ADWEEK. Instead, Leandro Barreto, chief marketing officer, Unilever Beauty and Wellbeing, will extend his remit to include Unilever’s enterprise marketing agenda. The move reflects what Unilever describes as the next phase of its marketing transformation, which will bring global marketing capabilities closer to its business groups, resulting in faster execution and impact. – Rebecca Stewart

Biggest Moves

Joon Silverstein, Coach

What changed? In January, Coach elevated Joon Silverstein to CMO. She succeeded Sandeep Seth, who serves as CGO at parent company Tapestry and added president of Tapestry International to his title.

Why it matters: A decade-long Coach veteran, Silverstein had already led campaigns that modernized Coach’s image, connecting it with Gen Z while driving digital growth, including sub-brand Coachtopia. Her hire showcased the brand’s commitment to balancing heritage luxury with a contemporary, global audience. – Rebecca Stewart

Josh Line, Yahoo

What changed? Yahoo turned 30 this year, and the web’s first big search engine marked its birthday with a spate of colorful activations, including a memorable (if baffling) Super Bowl spot starring Bill Murray. Then, as if the marketing team didn’t have enough to do already, it got a new boss in March. Josh Line filled a CMO office left empty since Tressie Lieberman split for Starbucks the previous fall.

Why it mattered: Line spent close to 14 years climbing the marketing ladder at Paramount, having already cut his teeth on the agency side. Yahoo gave him plenty to do from day one, including leading the effort to turn more Gen Zers on to email and boosting awareness of content hubs Yahoo News, Yahoo Sports, and Yahoo Finance. In a statement, Line pledged to “reignite love” for the brand. – Robert Klara

Rebecca Van Dyck, Airbnb

What changed? In June, Airbnb named former Meta and Levi’s exec Rebecca Van Dyck as CMO, while former marketing lead Hiroki Asai took on the new role of chief experience officer.

Why it matters: The CMO job at Airbnb had been vacant since 2018, when its first CMO, Jonathan Mildenhall, departed after four years. Van Dyck’s arrival dovetailed with Airbnb’s move to become about “more than just stays.” Founder and CEO Brian Chesky wants the business to evolve into a travel and lifestyle platform, and Van Dyck will be tasked with leading the brand into that next chapter. – Rebecca Stewart

Megan Imbres, Peloton

What changed? In June, Megan Imbres became Peloton’s fourth CMO since 2020. The former Apple, Amazon, and Netflix exec replaced Lauren Weinberg, who left in April after the marketing and comms functions were split.

Why it matters: Peloton has had a challenging few years, but in Q3 it surprised Wall Street by posting a profit despite falling subscriber numbers and a 37% cut to its marketing budget. We’ve not seen a tentpole creative campaign from Imbres yet, but 2026 might be the year. – Rebecca Stewart

Nicole Hubbard Graham, Nike

What changed? Nike reorganized its consumer, product, and brand leadership department into three distinct areas: consumer and sport, marketing, and product creation. As part of that reshuffle, CMO Nicole Hubbard Graham added evp to her title, charged with leading storytelling for the Nike, Jordan, and Converse brands.

Why it matters: Hubbard Graham is part of the team racing to turn around Nike’s business after years of sluggish sales and heated competition from upstarts like On and Hoka. After leading Nike’s return to the Super Bowl in Feb. 2025, she took an even bigger risk. In September, Nike reimagined its “Just Do It” slogan as “Why Do It?” to reach Gen Z, marking one of its most significant brand campaigns in years. –Brittaney Kiefer

Jon Halvorson, Tylenol

What changed? Sometimes you need a marketer, and sometimes you need a warrior. In October, Tylenol maker Kenvue needed both, and Jon Halvorson got the call.

Why it matters: Kenvue was reeling after a September press conference in which health secretary Robert F. Kennedy, Jr.—buttressed by President Trump—implied a link between autism and acetaminophen, the active ingredient in Tylenol. Despite the medical establishment long discrediting such links, Kenvue took no chances. With experience spanning Starcom MediaVest, GM. and Mondelez—where he led AI adoption—Halvorson brings the marketing and messaging chops needed for the challenge ahead. The same day Kenvue reported Q3 sales down 3.5%, Kimberly-Clark announced it had acquired Kenvue for nearly $49 billion. – Robert Klara

Colleen DeCourcy, Sonos

What changed? On an earnings call in November, beleaguered tech company Sonos announced it will bring on marketing and Madison Avenue veteran Colleen DeCourcy in January to lead a brand turnaround. The appointment comes as Sonos continues to recover from a botched app update in 2024, which cost it $100 million in revenue in the following six months and sent its stock tumbling. 

Why it matters: Sonos is betting DeCourcy, with her pedigree at companies like Snap Inc. and Wieden+Kennedy, can repair the brand’s image with a revamped marketing strategy that shifts the focus from adding new customers to increasing the number of devices in each customer household. She joins under new CEO Tim Conrad, who came on in July to turn around the struggling company’s fortunes. – Alison Weissbrot

First CMO appointments

Ahmed Iqbal, Cadillac F1 

What changed? Cadillac F1 recently named former TikTok and Twitter exec Ahmed Iqbal as its first CMO.

Why it matters: Iqbal’s appointment lands as the buzz around motorsports hits a fever pitch, thanks to Netflix’s Drive to Survive and a nail-biting Grand Prix season. In a statement, Cadillac said Iqbal’s mission will be to turn the new racing team into “America’s home team” with a strategy that will not “rely solely on traditional advertising or glossy sponsorships.” Before long, he could be giving McLaren a real challenge in the marketing races. – Rebecca Stewart 

Charlie Smith, Nothing

What changed? To bookend the year, tech challenger Nothing has appointed Charlie Smith as its first chief brand officer. He joined from LVMH brand Loewe, where he has spent the last seven years as CMO leading cool projects including dressing Rihanna for the Super Bowl.

Why it matters: London-based Nothing styles itself as an alternative to Apple and Samsung, manufacturing sleek smartphones, watches, and audio accessories. Since 2020, it’s raised $200 million in funding, and it’s preparing for its AI-powered future. Now it’s banking on Smith to help it challenge the status quo. – Rebecca Stewart

CMOs to the C-Suite

Diana Haussling, Hello Products

What changed? Diana Haussling became the latest marketer to step into the CEO office in February, moving from her role as senior vp, general manager, consumer experience and growth, and CMO for North America at Colgate-Palmolive to lead Hello Products.

Why it matters: Buzzy startup Hello, which sells “naturally friendly” toothpaste, mouth rinse, toothbrushes, and floss, was founded in 2013 and acquired by Colgate in 2020. Haussling’s move mirrored a trend of CMOs becoming CEOs, and set the tone for more of the same in 2025. – Rebecca Stewart

Soyoung Kang, EOS

What changed? In September, EOS Products chief marketing and innovation officer, Soyoung Kang, was promoted to president of the personal care brand. The new role, which she assumed after seven years as CMO, has her continuing to oversee marketing, innovation, and e-commerce, while adding commercial strategy, business performance and P&L growth and profitability to her responsibilities.

Why it matters: Kang is behind EOS’ meteoric rise from a small challenger brand best known for its orb-shaped lip balms to a Gen Z cult favorite on social media, with products across skincare, beauty, and shaving. Her promotion follows 14 consecutive quarters of double-digit retail sales growth for the business, proving that there is a path to company leadership for CMOs who drive results. – Alison Weissbrot

Jackie Jantos, Hinge

What changed? In December, Match Group-owned dating app Hinge promoted chief marketing officer and president Jackie Jantos to CEO. She succeeds founder Justin McLeod, who left to launch an AI-powered dating app. Tamika Young, who’d been with the business since 2023, took on the expanded role of chief marketing and communications officer. 

Why it matters: In her four years at the company, Jantos helped Hinge buck a sector-wide decline and cement the app’s reputation for facilitating meaningful connections. She oversaw expansions of Hinge’s “Designed to Be Deleted” platform and told real love stories through innovative projects such as a romantic zine, book club activations, and a Substack series. Her elevation to the top job shows her strategy is working. –Brittaney Kiefer