Conny Braams from Unilever; Dara Treseder from Peloton; Forbes CMO Hall of Famer Antonio Lucio; and Frank Cooper III from Visa. Illustration by Alexander Wells for Forbes.
Recognizing the 50 Most Influential CMOs in the World
By Seth Matlins, Managing Director, Forbes CMO Network
Additional reporting by Diane Brady, Emmy Lucas, Olivia Peluso, Lauren Debter, Isabel Lord, Katherine Dunn
Two hundred years before it was first used as a verb, “influence” was a noun denoting the stars’ ability to affect human lives and destinies. Today, we consider “influence” less astrologically and more practically, focusing on the chief marketers who wield it to shape the character and destinies of the brands and businesses they help steward.
The link between marketing and influence has always been inextricable. After all, a chief marketer’s job is about nothing more than it is the influencing of attitudes and behaviors in service of growth.
Still, there’s no doubt that how CMOs gain and exercise influence has become increasingly challenged and complicated in the decade since our first Forbes World’s Most Influential CMOs List, all combining to make the effective deployment of a chief marketer’s influence ever harder, and the achievement of being recognized on a list measuring it even greater.
The evolution of technology and media has created an exponentially greater degree of signal and noise, opportunity and challenge, which the chief marketers on this year’s 10th anniversary list—along with those named to the inaugural class of the Forbes CMOs Hall of Fame—must decide between and amongst, all while reacting to the unimaginable and being asked to plan for the unknown.
So, too, have these changes served ultimately to decentralize marketing influence and put the tools of it into the hands of anyone. In this landscape, it’s not just difficult to effectively apply influence, it’s also difficult to measure it—especially at scale and around the world. After all, what one considers influential another may find inconsequential. So goes marketing, and as with every other aspect of it, reasonable people can disagree—which is why, along with our primary research partner, Sprinklr, and with key supplemental data and analysis provided by LinkedIn, we take a broad, multifaceted, rigorous and data-driven approach to it.
So, how do we measure it? First, to be absolutely clear, this is not and has never been a “pay for play” list. It is wholly data driven. For this year’s list we analyzed billions of data points (literally) across 14 indicators, in three major areas of brand and CMO performance—personal impact on brand awareness, brand performance indicators, and industry and internal influence—each measured by distinct data sources.
Sprinklr measured brand performance using its Benchmarking platform—a part of its overarching Modern Research Product Suite—to aggregate more than 2.5 billion brand-related social media shares, likes, retweets and comments. Sprinklr’s Insights Listening platform also analyzed CMOs’ personal influence based on an aggregate of more than 260,000 news, blog, Web and Twitter mentions about and/or from eligible CMOs. LinkedIn measured industry and internal influence by analyzing more than 5 million profile views along with nearly 600,000 LinkedIn engagements. All data was based on the period June 1, 2021, to March 31, 2022.
CMOs (or those with comparable responsibilities, if different titles) were eligible if the brand and/or company they represent was on one of four authoritative lists of the world’s leading companies, brands or advertisers. In cases where the eligible company or brand does not have a current executive with the CMO title, we evaluated the most senior executive with responsibility for marketing, customer and/or digital experience.
CMO scores and ranking were then calculated, based on a weighted aggregate of 12 indicators spanning personal impact on brand awareness, brand performance and industry and internal influence. Everyone recognized in our top 50 had to score above the median for at least one key indicator in each of these three areas. Additionally, each had to be in their role through April 2022. You can read Sprinklr’s full report here.
The 50 CMOs recognized here as the world’s most influential—21 of whom are making this list for the first time—collectively market, represent and influence thousands of brands across categories and industries.
In total, the companies they represent boast over 8 million employees globally and nearly $8 trillion in market capitalization. Of the enterprises represented by these CMOs, 35% have been in business for over 100 years each, a surprising statistic given the level of disruption businesses have experienced.
But this is a list about people—not brands and not companies, though of course they are related because the nature of influence is that attention remains its table stakes, and it needs a platform to spread, be shared, heard, followed and heeded.
With thanks again to our partners at Sprinklr and LinkedIn, we invite you to get to know the 50 CMOs on this year’s list. Across the globe, they are influencing the character and destiny of our industry—and oft the world itself—as surely as their own brands.
THE FORBES CMO HALL OF FAME
To mark the 10th Anniversary of the Forbes World’s Most Influential CMOs List, we have created the Forbes CMO Hall of Fame, recognizing those chief marketers who have appeared, or would have, in 2022, on the list at least five times since its inception.
Moving forward, on what would be the fifth year of a CMO’s inclusion on the list, they, too, will become part of the Forbes CMO Hall of Fame.
For our initial 18 inductees—and all those who will follow in time—induction recognizes their enduring influence and impact on the brands and businesses they steward on our industry and, often, the cultural landscape itself. With a nod to the astrological definition of “influence” offered in the first paragraph, these are marketing’s stars. But, unlike those ethereal and distant bodies that had imagined influence over our lives, these Hall of Famers have exerted an influence that is concrete and often profound. We salute them.
The Forbes World’s Most Influential CMOs List: 2022
1. Dara Treseder
SVP, Global Head of Marketing, Communications & Membership: Peloton Interactive
While every CMO should be able to think and act quickly in response to the unforeseen, few have had to do so with the regularity—and cultural attention—that Treseder has in her tenure at Peloton. Within 48 hours of the brand’s ignominious appearance on HBO’s And Just Like That, Treseder and her team had coolly responded with a brilliant bit of creative. It then went viral, first for how good it was and then for reasons having nothing to do with them—which, in turn, forced them to adapt and respond yet again.
Treseder’s ability to face down such challenges with agility, creativity and aplomb is one reason she’s earned the top spot on this year’s Forbes World’s Most Influential CMOs List. She’s also led the brand’s evolution “beyond the bike,” helping it to become a connected entertainment brand and platform. And while her influence extends across the company’s global marketing including membership, product marketing, strategy & insights, acquisition, communications and creative, she’s maintained laser focus on ensuring the brand experience superserves the full spectrum of needs and wants for its 7 million-plus member community.
That includes responding to vociferous member demand for Beyoncé’s music on the platform by forging a seminal deal with the megastar. Then there’s the bit of marketing aikido she pulled off with the recent “Love Every Journey” campaign, converting Peloton skeptics to members.
There’s no playbook for what she’s had to market with and around, but she’s creating one for brands that live in the cultural zeitgeist—whether they mean to or not.
2. William White
SVP & CMO: Walmart
Since joining as CMO in mid-2020, White has embraced Walmart’s commitment to helping customers “live better now” as his prime directive. One key to this: As head of marketing strategy, program development and branding for Walmart stores and its e-commerce operations, he fully recognizes the power of the company’s platform. “I really was drawn to the size, scale and scope of Walmart,” he says, because it allows the retailer to “drive positive change” when it comes to the widening economic gap, sustainability and other big challenges.
In fact, while often reputationally challenged, Walmart has used its power to do more good than many know, from insisting on sustainable practices across industries to being the single-largest donor of food to Feeding America. At a time when inflation is causing food and fuel costs to rise and purchasing power to shrink, White has been softening the retailer’s image, bringing a decidedly more emotional and empathetic tone to its marketing. This expresses itself in ways big and small, from offering discounts on gas for loyalty members to helping develop an app for incarcerated parents to connect with their children.
3. Fernando Machado
CMO: Activision Blizzard
He’s CMO of the company Microsoft intends to purchase for $69 billion, a.k.a. the largest “pure-play interactive entertainment software publisher in the world.” But he’s also the steward of franchises like Call of Duty, World of Warcraft, Overwatch, and Candy Crush—games that not only garner hundreds of millions of hours in monthly gameplay, but are cultural phenomena unto themselves.
Long known as a brave, creatively driven CMO, Machado is tasked with building the brand equity of individual titles between expansions, bringing new users and revenues into the various gaming franchises, and driving anticipation for new releases, with marketing that more closely resembles that of major motion pictures than the chicken wars. As marketers across categories consider the implications of a Web3 world, Machado makes note in a recent interview that while “people talk a lot about the Metaverse, we have been creating Metaverse with World of Warcraft, Call of Duty and many of our games for years. I love when we do things that blur the line between the real world and the virtual world and vice versa.”
4. Greg Joswiak
SVP, Worldwide Marketing: Apple
Greg “Joz” Joswiak has been with Apple for over 35 years and became SVP of Worldwide Marketing in 2020. Over his tenure, Joswiak’s influence has shaped Apple’s products, brand and marketing in myriad ways, helping develop, market and launch the original iPod and iPhone. Now, as the company moves to discontinue the iPod, he sits at the heart of marketing their spatial audio ecosystem—and transition to its next-gen and never-before-seen products. As the head of marketing, he plays a fundamental role in perpetuating the brand’s culturally iconic status, wrapping their products in an additional sheen of imagery and attitude. And as privacy becomes more important to consumers, it’s becoming more central to Apple’s marketing—and as Apple goes, so, often, must others follow.
5. Morgan Flatley
Global CMO: McDonald’s
Flatley stepped into McDonald’s global CMO role after almost five years as the company’s U.S. chief marketer. She’s now responsible for global branding, marketing the McDonald’s brand in more than 100 markets around the world; family marketing, which includes the sale of some 1 billion Happy Meals each year; and media partnerships. She also oversees menu strategy, like the QSR behemoth’s Beyond Meat McPlant burger, one partnership likely to influence what and how people eat globally. Flatley is always focused on ensuring the brand—which serves around 80% of the world’s population–remains in the cultural conversation, something that began with her brand trajectory changing work when she was the company’s U.S. CMO.
6. Sarah Franklin
President & CMO: Salesforce
After 13 years with the San Francisco-based tech giant, Franklin became CMO in January 2021. Since then, the onetime chemical engineer has made innovation her goal—and is using her marketing influence to drive it. She sees having run the company’s platform as preparation for her CMO role because it provided deep insight into the breadth and depth of the business. Today, her job is one of helping other businesses “reimagine” how they succeed in a digital-first world. The marketing she leads helps others market better in turn. As one of tech’s highest-profile women, she also recognizes the role her influence can make in building “a better, more equal world and chang(ing) the ratios in tech” and exercises it accordingly.
7. Manuel Arroyo
Global CMO: The Coca-Cola Co.
Global CMO of the company since 2020, Arroyo’s influence extends across global marketing for the company’s five beverage categories: Human Insights, Integrated Marketing Experience, Marketing Operations & Capabilities and Marketing Performance. He first joined Coca-Cola in 1995; three years later, he put together the company’s first global bottled-water strategy. He’s charted a global career across the U.S., Asia, Europe and Latin America. Under Arroyo, Coca-Cola has continued to experiment with its iconic red-and-white brand, including opening a branded shop in London and launching the Coke creations innovation platform.
8. Bettina Fetzer
Head of Marketing: Mercedes-Benz
Under Fetzer’s leadership the brand merged marketing and communications for the first time, centralizing the global positioning of Mercedes-Benz across the company’s products. She’s spent most of her career with the Stuttgart-based behemoth of the luxury auto industry, and is now helping modernize the brand as the definitions and accoutrements of luxury evolve. She’s launching avant-garde concept vehicles—including one designed in collaboration with the late creative director Virgil Abloh— and reinforcing the brand’s enviable equities by creating a line of luxury products including digital art, NFTs and haute couture. Her influence extends beyond just how and what Mercedes markets, to where and how it sells, and the company has recently announced plans to close dealerships in Europe and move to a direct-sales model, a performance innovation itself.
9. Harish Bhat
Brand Custodian: Tata Group
As brand custodian for this Indian conglomerate, which controls over 30 companies, Bhat is careful to connect the history and legacy of the Tata brand to its current and diverse business interests across media and markets. The author of multiple books on Tata’s history, which he sees as inextricably linked to its future, he’s been a key part of the group’s transition to marketing that is more customer and consumer focused. Essential to Bhat’s approach is seeing the future through the eyes of those to whom you’re marketing. “While digital and data can be part of the picture, nothing” he recently shared “replaces interaction with consumers. They give you ideas on how to build your next campaign and build your next product.”
10. Alex Schultz
CMO & VP Analytics: Meta
Schultz has been with the company formerly known as Facebook since 2007 and was named CMO in 2020. As suggested by the company’s name change to Meta, Schultz, who leads consumer marketing and product analytics globally, is stewarding a diversification in brands, products and services beyond its original namesake origins. His influence within an enterprise (whose influence has been much debated) extends from pioneering the integration of product and direct response and running some of the most effective campaigns in the company’s history, helping grow Facebook, Instagram and Messenger to over a billion users. Proudly and openly gay, Schultz is also using his influence to ensure a more equitable future for the LGBTQ+ community.
11. Vandita Pant
Chief Commercial Officer: BHP
Before joining BHP, the Australian resource company, in 2016, Pant was a career banker and an outsider in the world of commodities. But after being hired as group treasurer and head of the company’s European operations, she rose to the post of Chief Commercial Officer, one that has required a bird’s-eye view of the supply chain shocks and sudden lockdowns that have rocked the world of commodities and global trade over the last few years. Today, she has global accountability for Marketing and Sales, Procurement, Maritime and Logistics; and for developing perspectives on global commodities markets.
12. Rupen Desai
Global CMO: Dole Sunshine Co.
As the company’s chief marketer for the past three-plus years, Desai works to ensure that he’s “building brands that our conscience can live with” and that access to nutrition is “like sunshine: accessible, affordable and sustainable for everyone.” He’s led a partnership with Piñatex to turn pineapple leaves that would have otherwise become operational waste into vegan leather, influencing Nike and hundreds of other brands to upcycle this into their own products. He recently launched the company’s second iteration of its Malnutrition Labels campaign, where trash receptacles and bags in New York City were plastered with facts about food waste, helping raise awareness about systemic food inequality. As he sees it, he’s not just marketing food brands but a better world.
13. Ulrich Klenke
Chief Brand Officer: Deutsche Telekom
Klenke, the former CEO of Ogilvy Germany, had already worked with and helped build some of Germany’s most iconic brands before taking over as CMO at the Bonn-based telecom company, which operates as T-Mobile in the U.S. and has been ranked among the top three German brands in the world, as well as the most valuable telecommunications brand in Europe since 2014. Klenke’s agency-side experience influences his marketing approach. “Everybody in our organization,” he told one podcaster, “knows and accepts the value of brand. Marketing budgets are not regarded as a cost, but as an investment into your customers and marketplace.” Klenke is leading the brand, business and consumers into the 5G world.
14. Alessandra Bellini
Chief Customer Officer: Tesco
Chief Customer Officer for the British grocery retailer since 2017, Bellini is responsible for building the brand globally, and helping ensure that healthy food is accessible to everyone. Under her marketing leadership, Tesco has “really championed value” to show that it’s “on the side of people” during a time of high inflation, she says. To that end, Tesco has begun selling meal bundles for one pound a person and matching Aldi’s rock-bottom prices on hundreds of products. Bellini—whose influence also extends to serving as president of the Advertising Association—is also turning Tesco’s Clubcard into a more central part of her customer engagement strategy and using it to better serve their suppliers with actionable, future-forward data and insights.
15. Chris Tung
CMO: Alibaba Group
Since joining the Chinese e-commerce giant in January 2016, Tung has presided over the ongoing evolution in how the world’s second largest economy shops. With a mission to make it easy to do business anywhere, the company is working to level the playing field for small and medium-size businesses with an approach that Tung calls “marketing for good,” which includes shifting focus toward greener products. A global champion of livestreamed commerce, Tung’s influence on the evolution of commerce broadly finds case studies in the brand’s annual “Singles Day,” literally the world’s biggest shopping event. The one-day event broke sales records again this past November, tallying over $84 billion in transaction volume.
16. Chema Alonso
Chief Digital Officer: Telefonica
Alonso has been at the heart of the Spanish telecom giant Telefónica’s digital transformation, and has held the Chief Digital Officer’s title since last September. As a member of the executive team since 2016, he’s led the digitization of the company’s marketing and sales strategy, across the 12 countries in which they do business. His influence is also felt across internal innovation, including the embrace of A.I. and Big Tech—especially focusing on the how the company plays and adds value to the rise of the digitally-connected home.
17. Hildegard Wortmann
Member of the Board of Management for Sales & Marketing: Audi
At Audi—part of the Volkswagen Group, where she also serves on the board of management—Wortmann leads the brand amidst the transformation to electric vehicles that has gripped the automotive category. Last year alone, Wortmann says Audi more than doubled the number of fully electric models it offers, and under her watch it has embraced digitization across sales and automated driving. Before joining Audi in July 2019, Wortmann had a long career in marketing at Unilever and Audi rival BMW where, before becoming brand manager, she led the successful relaunch of the MINI brand.
18. Cristina Diezhandino
Global CMO: Diageo
Diezhandino was appointed Global CMO of this 200-brand spirits giant on the eve of the pandemic, assuming responsibility for the innovation and digital transformation of some of the world’s most iconic alcohol brands—Guinness, Johnnie Walker, Tanqueray and Smirnoff among them. Since then, she’s overseen the launch of new product and technology innovations, bringing Diageo’s brands to more consumers globally while influencing the voice of a company spanning more than 180 countries.
This year, Diezhandino made the decision to drop the decorative gift boxes used for many of Diageo’s large scotch brands and higher-end labels, preventing 180 million cardboard boxes from becoming waste. As a company that “operates in the world of celebration,” Diezhandino puts representation at the core of the work she and her 1,200-person marketing team do. Whether it’s a multinational Baileys Halloween campaign showcasing drag queens or a Sustainable Farming Academy showcasing the Irish farmers from whom Baileys sources its cream, Diezhandino leads the Diageo brands with purpose.
19. Conny Braams
Chief Digital & Commercial Officer: Unilever
Since joining Unilever in 1990 as a trainee in her native Netherlands, Braams has risen up the ranks of the global consumer-goods giant. In 2022, her role expanded again, encompassing sales, marketing and the purpose-driven company’s digital transformation. She’s embracing AI and machine learning to drive growth, marketing personalization and to help make sustainable choices simpler for Unilever customers globally. She’s also used her influence to draw a line on when and to whom the conglom will not advertise, announcing in April that the company would no longer advertise food and beverages to children under 16 and would stop using influencers and celebrities who appeal primarily to them. Unilever has taught marketers across categories that purpose well executed drives brand and business growth, and Braams is a key driver in this.
20. Lorenzo Bertelli
Prada was originally slow to realize the potential of the digital market; thanks to 34-year-old CMO (and Prada heir) Bertelli, it’s most definitely making up for lost time. Bertelli has led the company through a year full of viral moments in 2021, from a collection that was staged simultaneously on runways in Milan and Shanghai to a TikTok challenge, featuring Prada’s $595 bucket hats, which garnered 9.6 billion views alone. But it was his launch of Miu Miu’s micro-miniskirt that topped them both, as the barely there set became ubiquitous in fashion editorials—and on celebrities—earning its own Instagram account as one of the most sought-after pieces of the season. Under Bertelli’s leadership, Prada is regaining its cultural cache and equity.
21. Andrew Hicks
CMO: Woolworths Group
Hicks, a South African, has been with the company for a decade, taking over the CMO title in August 2019. During his tenure, the company was named Australia’s most valuable brand (2020) and its second-most-trusted brand during the pandemic. He’s using his influence over marketing to modernize Woolworths’ visual identity, expand the retailer’s e-commerce offerings and develop innovation hubs that accelerate the purpose-driven company’s growth.
22. Meghan Farren
Chief Customer Officer: ASDA
As CCO for ASDA, the British supermarket chain, Farren influences the development and strategy of the retailer’s customer proposition as well as the marketing and management of its brands. Owned by Walmart until last year, Asda is shifting from a singular focus on low prices and expanding brand communications to focus on the value it provides customers. Farren is also exploring creating new revenue streams for the grocer through new retail formats and partnerships. Previously she was the CMO of KFC in the U.K. and Ireland, where she was recognized for leading a branding turnaround for the fast-food chain.
23. Carla Hassan
CMO: JPMorgan Chase
Hassan took the marketing helm at JPMorgan Chase last October, after three years at Citi, where she was the bank’s first global Chief Marketing Officer. In her current role, the longtime CPG marketer’s influence includes leading the bank’s advertising, media, sponsorships, market research and customer insights. Committed to ensuring and accelerating economic opportunities for the historically underrepresented, Hassan leverages the company and marketing, business and philanthropic resources to help grow careers and businesses and to build wealth. As the global economy turns from bull to bear, the exercise of Hassan’s influence will be all the more important.
24. Julia White
Chief Marketing & Solutions Officer: SAP
Joining SAP in March 2021 after nearly 20 years at Microsoft, White leads the company’s product and industry solution value propositions, go-to-market approaches, global brand and digital marketing, corporate communications and government affairs. She’s made championing sustainability one of her touchstones, and in January, the company announced the launch of their Cloud for Sustainable Enterprises, arguing that sustainability and profitability can go hand in hand and providing customers tools to track emissions and embed sustainability data in their operations.
25. Chris Leong
CMO: Schneider Electric
CMO for this French energy management behemoth since 2016, she’s helping lead the 186-year-old company’s digital transformation and energy transition, where it has gained a reputation among investors as an ESG standout. Leong describes Schneider Electric as a digital partner helping drive their B2B customers’ increasing sustainability goals, as “the world’s largest invisible brand, always working hard behind the scenes to contribute toward the world’s top brands on their sustainability ambitions.”
26. Lennard Hoornik
Chief Commercial Officer: Jaguar Land Rover
With the Queen but one fan of these iconic British marques, 26 of the company’s cars were featured in the monarch’s Jubilee pageant earlier in June. Hoornik, who joined the company as CCO in July 2021 from Dyson, is leading historic brand equities into a very modern transformation as, like the rest of the category, the company and its legendary brands move to become electric-first by 2025. Responsible for the global sales and marketing for both the Jaguar and Land Rover brands, Lennard oversees brand positioning, current and future product planning, customer relationship management, marketing communications, brand experience strategies and global sales and customer service. Among his recent moves: Jaguar deleted the entirety of its Instagram posts, leaving only three close-ups of its XJR-9 race car, which won at Le Mans in 1988. What this signals remains, as of this writing, a mystery.
27. Robert Triefus
Executive Vice President, Brand & Customer Engagement: Gucci
The iconic luxury brand’s chief marketer thinks well beyond historic considerations of luxury exclusivity, using inclusivity to build brand equity, engagement and impact. Inviting new audiences into the brand with unexpected collaborations like those with sister brand Balenciaga, The North Face and the just-released collection with Adidas, Treifus markets the brand not just as an icon but “an always-on publisher,” helping ensure the brand is never out of the cultural conversation—or consideration, as evidenced by it being named the most popular fashion brand of the past year.
28. Brady Brewer
EVP & CMO: Starbucks
As CMO of the world’s most ubiquitous coffee brand and retailer, Brewer understands how something as simple as a cup of coffee can bring people together. His influence on the business is far-reaching, with oversight of the Starbucks brand, marketing, food and beverage portfolio, digital customer experience innovation, R&D/Engineering, data analytics and sustainability. Expanding on Starbucks’ positioning as the “Third Place” (home and office being the first two), Brewer is experimenting with how to translate the in-store experience in the metaverse, how to use digital assets like NFTs to serve and support the brand’s coffee-drinking community, and how to ensure Starbucks is resource positive, giving more back to the planet than it takes.
29. David Lauren
Chief Branding & Innovation Officer: Ralph Lauren Corp.
Responsible for helping the company evolve “from the core of its iconic brand,” Lauren, son of the founder and design legend, has been central to growing the company’s global e-commerce business and pioneering its technology-driven initiatives, including a recent 3-D billboard in Piccadilly Circus—part of a global campaign to celebrate the brand’s iconic Polo shirt. Ralph Lauren has long defined a uniquely American but globally appealing version of luxury. In the global race to maintain relevance among young shoppers, David Lauren opts to bring the brand experience to life in new ways and channels, including strengthening its commitments to promoting a circular economy. To drive cultural connectivity with younger audiences, he launched Ralph Lauren’s Winter Escape in the Roblox Metaverse, where digital clothing was made available to the platform’s 40 million-plus users.
30. Jens Thiemer
Senior Vice President, Customer & Brand BMW: BMW Group
CMO of the German luxury automotive brand since 2019, Thiemer leads BMW’s marketing and customer management activities globally, and sees his ultimate responsibility and influence in this role “to bring Freude (“joy”) forever.” Under his marketing leadership, the brand isn’t just joining its automotive peers on the transition to electric, but is also transitioning where and how it sells, and how the BMW experience extends beyond a typical purchase funnel. Leading the shift from selling through traditional showrooms, Thiemer recently announced that BMW will sell 25% of their fleet online in three years—and he’s dialing up digital marketing and activation for the 100-year-old brand, including the exploration of virtual test-drives in the metaverse. He’s also led the return of the brand in the all-important U.S. market to the Super Bowl for the first time in years, where he turned to an icon of a gas-guzzling past, Arnold Schwarzenegger, who, along with Salma Hayek, teased the brand’s all-electric iX SUV, providing an apt metaphor for a world and company changing.
31. Sally Susman
Executive Vice President & Chief Corporate Affairs Officer: Pfizer
In her role, Susman is responsible for the pharma company’s engagement with all of Pfizer’s external stakeholders and oversees communications, corporate responsibility, global policy, government and investor relations and patient advocacy. Amongst those relatively few who’ve been at the forefront of efforts to bring Covid vaccines to market and to combat vaccine misinformation, Susman has brought the pharma brand—and, for that matter, the pharma category—onto TikTok, embracing historically non-traditional communications channels as healthcare becomes increasingly consumer-focused.
32. Nick Chavez
As CMO, Chavez leads marketing, advertising, public relations, media and consumer insights and digital initiatives for the U.S. arm of the second-largest restaurant chain in the world. The iconic brand’s marketing has long embraced stunts in the service of capturing consumer attention, and never more so than under Chavez’s influence: he launched a Mother’s Day “Buckquet” that married flowers and fried chicken; a brand collaboration with Kentucky native and Billboard 100 recording artist Jack Harlow; and the first TikTok challenge for a cause, a collaboration to help address the hunger crisis in the U.S. For Chavez, who joined KFC after 12 years at Nintendo, “good enough is not good enough.”
33. Stefanie Wurst
Now overseeing the Mini brand globally after years as CEO of sister brand BMW in the Netherlands, Wurst is leading the transition of the iconic automotive brand to an all-electric one. Under Wurst’s leadership, Mini is increasing its commitment to the Chinese market, including launching production capabilities there. As the brand “realigns” to reflect its electric future, Wurst’s responsibilities include building community around the emotional connection between car and driver and ensuring that the brand’s commitment to sustainable principles and practices leads to sustainable growth.
34. Ariel Kelman
Chief Marketing Officer: Oracle
Since taking over as Oracle’s CMO in January 2020, Kelman has been leading the charge to build the marketing organization that will lead the company for the next decades. While Oracle has been admittedly later to cloud offerings than its competitive set, Kelman, the former head of worldwide marketing for Amazon, considers this a net positive for the brand and his 1,800-person marketing org, as he’s able to learn from the early missteps of others. Since getting to Oracle, he’s put sports at the center of efforts to drive differentiation and awareness of the brand’s cloud offerings. He’s using sports platforms, including partnerships with the Premier League, the NBA’s Golden State Warriors and the Oracle Red Bull F1 Racing Team, as “reasons to pay attention” to the brand and as mission-critical illustrations of how Oracle’s technology fuels success.
35. Thomas Schemera
Global CMO & Head of Customer Experience: Hyundai Motor Co.
Schemera, who became Global CMO in early 2021 after serving as the Korean auto giant’s head of high performance and motor sports, sees Hyundai less as a traditional automotive company and brand and more as a smart mobility provider. Beholden to no status quo, he’s bringing new brands like IONIQ to market and influencing how the Hyundai shows up in new markets and channels—including the metaverse, where he’s launching a “metamobility” NFT, (the first automotive brand to do so) and a branded film. Amidst a revolution in the industry, Hyundai’s early embrace of EVs has given it a head start in Europe and Asia, and it is Schemera’s job to build on it.
36. Arnaud Carrez
SVP & CMO: Cartier
Carrez has been with the French luxury brand, one that’s practically synonymous with “love,” for more than two decades. Under his leadership as CMO, Cartier has doubled down on marketing. Stewarding the brand’s evolution while staying true to its historical equities means Carrez is relentlessly focused on ensuring that what they do, as what they make, “is Cartier.” Continuing the long tie between the arts, artists and the luxury house, Cartier recently announced relationships with Blackpink’s Jisoo, Austin Butler, the star of the new Baz Luhrman biopic (Elvis), Lily Collins and YouTube star Emma Chamberlain. Looking to new categories to appeal to younger customers and those not yet in the brand franchise, Cartier is betting on handbags, leather goods, accessories and a reimagining of their storied retail network as a way of ensuring continued and expanded consumer and cultural relevance.
37. Janine Pelosi
In the two-plus years since “Zoom” became an everyday tech verb, Pelosi has been using her influence to figure out what the present and future of work—and the Zoom brand and business—will look like in a world transformed. Since joining the company in 2015 and becoming CMO in March 2019, the former Cisco exec has built up a 400-person marketing team from scratch. As the enterprise meetings platform adapts to a world of hybrid work that continues to take shape, Pelosi’s influence will be felt in her office—and probably yours, too.
38. Rachel Ferdinando
SVP & Chief Marketing Officer: Frito-Lay NA
Ferdinando, a “brand activist,” uses her influence as the company’s CMO to unlock the everyday purpose across her portfolio of iconic brands like Doritos, Lay’s and Cheetos. Taking the top marketer’s job in 2019, she has oversight of all marketing initiatives for Frito-Lay North America—a $16 billion division of PepsiCo—including brand, innovation, strategic insights, design and media across global brands. She used this past year’s Super Bowl to deliver both product and portfolio messages, with the “Push It Flamin’ Hot” ad supporting both Cheetos and Doritos, something relatively few multibrand marketers do. That and a brand partnership with Megan Thee Stallion that came complete with a TikTok-friendly dance routine, a Snapchat collaboration and over 4 billion impressions in Gen-Z-friendly media outlets, are keeping her brands hot.
39. Frank Cooper III
Global CMO: Visa
Before Cooper became Global CMO of Visa at the end of May, he held the same title at BlackRock, the world’s largest private equity holder. A marketer who is always looking to “change ways of thinking but more importantly to change behaviors,” Copper has built his influence driving change and growth at both scaled businesses and startups—ones that he defines as being “at inflection points in their growth.” Visa, too, is at something of an inflection point, as the financial services giant seeks to be seen as more than a credit card company. Expanding brand perceptions and understanding will no doubt be a key part of Cooper’s work in his new role, where he leads the firm’s global marketing organization, influencing all facets of the increasingly purpose-driven brand’s expression and activation.
40. Asad Ayaz
President of Marketing: The Walt Disney Studios
The longtime Disney exec has headed up marketing for the studio during the past four years, which obviously include the unprecedented pandemic period. From theatrical release to streaming and the launch of Disney+, he’s had to adapt to and drive seismic change. Asad has led the marketing campaigns for 12 of the top 13 U.S. box office debuts in history and remains acutely aware of the influence film—in all its forms and across all its channels—can have. As he recently shared with Variety, “Marketing is more challenging and more complex than ever before, and we also live in a time where the news cycle is really tough and dark at times. . . . And we get to bring joy into people’s lives.”
41. Cara Sylvester
EVP & Chief Guest Experience Officer: Target
With the giant retailer since 2007, and CMO until being promoted just a few weeks ago, Sylvester wants to “deliver ease, relevance and value with every Target run,” and her work brings the brand’s ‘Expect more. Pay less’ tag to life in ways big and small. She’s adding features to curbside pickup, making it easier to shop online, and investing in personalizing the guest experience, which this past holiday season alone led to a 70% conversion rate and significantly higher basket sizes. Her influence on the brand and business spans marketing, media, creative strategy, its 100 million-plus member loyalty program, e-commerce business and enterprise technology systems.
42. Allison Dew
CMO & EVP: Dell Technologies
With Dell since 2008 and CMO since 2018, Dew’s influence has helped lead a marketing shift at the computing giant. Recognizing that the pandemic led to an “inflection point” for the tech sector, Dew is focusing not just on data-driven campaigns and championing the company’s APEX cloud system, but on ensuring the brand shows up in the world with “intentionality” and purpose. To make certain the enterprise thinks and acts more sustainably, that it walks the proverbial walk, Dew is changing the company’s metrics and measurements to be accountable to its ESG goals and values—and true to its word.
43. Marissa Jarratt
EVP & Chief Marketing Officer: 7-Eleven
With 99% of the U.S. population aware of the brand, Jarratt, the convenience-store retailer’s CMO since 2019, knows that growth will be fueled by driving brand consideration and relevancy. This has meant dialing up the brand’s energy and imagery, including launching “Take it to Eleven,” the biggest campaign in the company’s history, and one contributing to 6% same-store sales growth. She’s also dialing up the brand’s delivery business, its $1 billion-plus private brands portfolio, and has built a D&I creative board to ensure the diversity of their customer base is well represented.
Enhancing brand relevancy also means paying increasing attention to the changing attitudes and behaviors of its customers. Discovering that over 30% of the user-generated content on its Instagram page were people snapping photos of their cars in the parking lot, the brand launched a campaign to design an actual car, the Model 711. We don’t know if the production model’s cupholder will accommodate a giant Slurpee, but the effort did add 400,000 followers to its social following.
44. Kevin Warren
EVP & CMO: UPS
Since joining UPS as CMO from Xerox in 2018, Warren has shifted the logistics company’s traditional strategic focus, increasing the attention paid to both small and medium-size businesses—an area where UPS had been both losing market share and its employee base. This strategic shift has included launching digital platforms, and a relentless focus on diversely owned companies and voices, often through unconventional means: dropping a song on TikTok with J Balvin, redesigning delivery boxes with diverse artists, donating to Black-owned fashion lines and relaxing outdated uniform rules that had forbidden natural hair and tattoos, and which makes the company a more hospitable place for its drivers.
45. Santhi Ramesh
Chief Commercial Officer: Wells Enterprises
Ramesh just joined ice cream maker Wells three weeks ago, prior to which she was CMO of iconic snack food company Hershey’s international business. It’s for her work in this role that Ramesh is recognized on this list. At Hershey until the end of May, Ramesh helped build brand equity and sell-through for some of the world’s best-loved brands, from Hershey’s Chocolate Kisses to Reese’s Peanut Butter Cups and Kit-Kat bars. With responsibility for helping a variety of global markets adapt to changing consumption behaviors—including a rise in home baking during the pandemic—while overseeing international marketing, Ramesh helped the company expand its global sugar-free treat offerings and coined the term “eatertain” to galvanize marketing activation across international territories.
46. Rod Manley
Manley joined Burberry as CMO in 2018, taking the lead of the fashion giant’s marketing, communications and creative media. A believer in marketing experimentation, Manley has spearheaded initiatives that, after some design missteps, have brought consumers back to the luxury brand in droves. Keeping the brand and its iconic imagery in the cultural zeitgeist found Manley and his team blanketing Miami’s Goodtime Hotel in the TB monogram, as well as building a home in the metaverse, releasing 750 NFTs with multiplayer game Blankos BlockParty—which sold out in 30 seconds.
47. Enrico Galliera
Chief Marketing & Commercial Officer: Ferrari
Ferrari’s Chief Marketing and Commercial Officer for the past dozen years, Galliera’s brand marketing is as iconic as the car itself, “pushing the limits” of both luxury and performance. Under his guidance, the company is reinforcing Ferrari’s ultra-exclusivity—not everyone who wants a Ferrari gets one, and those who do aren’t able to sell one for the first year of ownership—while still driving growth. The company sold over 11,000 vehicles last year, both a record and likely still fewer than they could have. For Galliera and his marketing team, when a client takes delivery of their car, each of them customized and one-of-a-kind, it’s but another moment in their experience with the Ferrari brand. From the Ferrari Owner’s Club to the brand’s success and iconic status in the now globally booming Formula 1, Galliera is nurturing the equity behind what’s among the most recognized logos in the world and preparing for the company’s electric transformation, too: Ferrari plans to release its first commercial EV in 2025.
48. Stefano Curti
Chief Brands Officer, Consumer Beauty: Coty
As CBO, Curti’s marketing remit extends across the entirety of Coty’s Consumer Beauty brands worldwide—brands like CoverGirl, Max Factor, Gucci fragrances and Rimmel. Tasked with strengthening the portfolio’s collective and individual brand equities, global positioning and innovation, he’s aware of the influence the company literally has on the faces of beauty globally. Curti’s work influences how the brands empower people to express themselves freely and fully, across a product portfolio that ranges from prestige to mass. The longtime beauty exec is also helping lead the company to be both more diverse and boundary-pushing in pursuit of growth, but to do so sustainably and enduringly.
49. Don McGuire
SVP & CMO: Qualcomm
McGuire took over the CMO role at Qualcomm in July 2021, where he now leads global marketing across the breadth of the company’s businesses. As the wireless tech giant diversifies beyond mobile, his influence and remit extend across product and technology marketing, creative and media; corporate communications; and research, measurement and analytics. He’s making moves into the fast-growing automotive and internet-connected device markets that are already paying off in company results; he’s also helping the rest of the company’s C-suite see marketing as a growth accelerant.
50. Tamara Rogers
Rogers, CMO of the British multinational pharmaceutical company since 2019, oversees marketing strategy, strategic portfolio management, product development, experience design and branding across the healthcare giant’s portfolio of consumer brands—Advil, Sensodyne, Theraflu and Voltaren among them. Marketing a diverse array of healthcare brands across multiple categories, channels and 150 countries has led Rogers to believe “experience is everything,” which is especially true in a category where consumer expectations have changed as rapidly as they have in healthcare over the past two years.