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