CMO Moves March 2025
In March, 44 Chief Marketing Officers (CMOs) were appointed globally - a promising indicator of continued investment in brand leadership, even in an uncertain economic climate.
Of the newly appointed CMOs, 27 are women and 17 are men. Internal promotions accounted for just 7 of the placements, while 37 were external hires. Notably, 16 individuals are stepping into their first C-suite roles, marking a pivotal moment in their careers.
The technology sector led the way with 21 appointments across software, telecommunications, and related industries. Financial services - one of 2025’s most active sectors - followed with 7 new CMOs. Professional services, as well as hotel and travel, each saw 3 appointments.
The United States continues to dominate CMO hiring activity, with 28 of the 44 appointments occurring across 13 states. California was the top hiring state with 9 new CMOs, followed by New York (6), and Texas and Illinois (2 each). However, notable momentum is emerging internationally. The United Kingdom recorded 8 new CMO appointments, largely within the finance and tech sectors. Canada added 3, while India saw 2. Additional hires were made in the Philippines, Germany, and Sweden.
International Expansion Driving Demand for US-Based Marketing Leaders
Several recent moves suggest that international companies are strategically targeting the US market—and ramping up their marketing leadership to support growth.
- Wagamama, the UK-based restaurant group, has assumed full control of its eight US locations and is now publicly emphasizing a focus on building brand momentum both domestically and internationally. Their marketing strategy clearly signals a commitment to expanding their US footprint.
- Commify, a messaging technology company headquartered in Nottingham, appointed a new CMO shortly after acquiring US-based Text Request. This alignment of hiring and acquisition activity suggests a deliberate US expansion strategy.
- Canadian tech firms Syntax and Cority have also named US-based CMOs to guide their next phase of growth—indicating a growing trend of non-US companies seeking American marketing leadership.
As international firms look to grow their presence in the US, experienced marketers with deep knowledge of the American landscape are increasingly in demand. While competition for top roles remains strong domestically, companies entering the US market need seasoned leaders who can navigate its complexities.
Despite ongoing geopolitical and regulatory challenges, the US continues to offer the largest and most lucrative consumer and B2B market globally. For marketing executives considering their next move, targeting international firms with recent US acquisitions or aggressive expansion plans could open new and exciting opportunities.
Spotlight on Recent Appointments:
- American Airlines: Caroline Clayton has been promoted to SVP of Communications and CMO at American Airlines, where she will lead global marketing and communications as the company approaches its centennial, signaling a strategic emphasis on reputation management amid industry turbulence.
- McAfee: Stephanie Fried, with a background in media and lifestyle branding, has been appointed CMO of McAfee to help reposition the legacy cybersecurity brand with a more consumer-centric and culturally relevant narrative.
- Genesis: Amy Marentic, an automotive marketing veteran with experience at Ford and Google, has been named CMO of Genesis to elevate the brand’s luxury perception and expand its EV footprint through experiential and high-impact brand storytelling.
- Verizon (Value): Mary Sagripanti, formerly CMO of Ring at Amazon, joins Verizon as CMO of its Value division to revamp marketing across prepaid brands and compete in the fast-moving budget telecom space targeting Gen Z and value-conscious consumers.
- Yahoo: Josh Line, a seasoned media brand strategist, has been hired as Yahoo’s new CMO to lead a brand reinvention focused on reigniting cultural relevance and leveraging its still-massive audience reach in verticals like sports and finance.
- Globe Telecom: Roche Vandenberghe, coming from the insurance sector, has been appointed CMO of Globe Telecom, hinting at a broader push into fintech and possibly embedded financial services in Southeast Asia's mobile-first market.
- Wagestream: Prelini Udayan-Chiechi, a tech marketing leader with global experience, has been named CMO of Wagestream to drive its U.S. expansion and scale its mission-driven financial wellness platform for frontline workers in a competitive EWA market.
Click on the links below to find out more about these CMOs and their new mandates:
