25 Marketers Leading Brand Transformation


Agency Spotter has garnered a list of 25 marketers leading brand transformation. We found leaders who aren’t afraid to take risks and push the creative boundaries. As a result, these men and women have helped to redefine their company’s image.

Let’s meet a few marketers leading brand transformation.


Ana Andjelic – CMO at Mansur Gavriel

Ana Andjelic - Brand Transformation

In June 2019, Andjelic joined Mansur Gavriel as CMO. Her sociology Ph.D. credentials combined with her working at the world’s top brands and advertising agencies gives her unique insight into the luxury brands industry. In her current role, Andjelic is tasked with initiating brand marketing and creating a brand narrative.

Prior to joining Mansur Gavriel, Andjelic worked at Rebecca Minkoff where she created and introduced the “I Am Many” brand identity.


Mike Benson – President & Chief Marketing Officer at CBS Corporation

Mike Benson - Brand Transformation

In September 2019, Benson joined the CBS family. He is responsible for all brand marketing activities across CBS brands such as CBS Entertainment, CBS News, CBS Sports, and many more.

Prior to this position, Benson worked as Head of Marketing at Amazon Studios. In this role, he managed marketing efforts for a number of Amazon series. While at Amazon Studios, Benson and his team’s work has won 17 Clio Awards. In addition to this, he was named Adweek’s Grand Brand Genius for 2019.


Jenny Campbell – Chief Marketing Officer at Tinder, Inc. 

Jenny Campbell - Brand Transformation

Campbell joined the team at Tinder in September 2018. Prior to that, she worked at 72andSunny, Nike, and Wieden + Kennedy.

In an interview with Forbes, Campbell told Billee Howard that as CMO one of her primary goals is to make Tinder the most iconic and innovative brand for Gen-Z. This includes helping users meet new people in real life with things such as Spring Break Mode and Festival Mode.


Fiona Carter – Chief Brand Officer at AT&T

Brand Transformation

Since 2015, Carter has overseen global brand marketing, advertising, media, and much more at AT&T. On the CMO Moves podcast, she described her role as to protect and promote the brand. Her experience on the agency and brand side gives Carter insight on how to build a brand and grow a business.

During her time at AT&T, she has played a large role in leading the company’s participation in the ANA’s #SeeHer campaign. #SeeHer aims to change the way in which women and girls are portrayed in media.


Daniel Cherry III – Chief Marketing Officer at Activision Blizzard eSports

esports - Brand Transformation

Cherry III started this role at Activision Blizzard eSports in March 2018. eSports is on the rise and he is one of the dedicated individuals who’s behind this growth. As Chief Marketing Officer, Cherry III is responsible for marketing, public relations, and social media for both the Overwatch League and Call of Duty World League.

Before diving into the world of eSport, he held positions at Prudential Center & New Jersey Devils as well as Diageo.


Marvin Chow – VP of Global Marketing at Google

Brand Transformation - google

Chow first started his journey with Google in 2010. Over eight years ago, he assumed the role of Vice President of Global Marketing at Google. In this position, Chow leads brand, product, growth and performance marketing for some of their largest and most strategic products.

During his time there, he has led the narrative development and launch of the Google Assistant among many others.


Richard Dickson – President & Chief Operating Officer at Mattel

mattel - Brand Transformation

President and Chief Operating Officer Dickson started this role in 2015. He is one of the driving forces behind the company’s renewal of key brands such as Barbie. Dickson has led the company to make its products more relevant. A great example of this is seen in how they’ve modernized the Barbie brand. Over the past few years they’ve introduced different ethnic versions of Barbie and body’s in different shapes and sizes.

In addition to working at Mattel, he has held positions at Jones Group Inc. and Estee Lauder.


Deirdre Findlay – CMO at Stitch Fix

Brand Transformation - stitch fix

For over five years, Findlay worked at Google where she was responsible for all areas of marketing for their home hardware products. In May 2018, she assumed the role of Stitch Fix’s Chief Marketing Officer.

Findlay utilizes data and emotion to grow and develop the Stitch Fix brand. In February 2019, she led the company’s first integrated brand campaign for the awards season. Stitch Fix hosted this red carpet event to let ordinary individuals celebrate their style.


Jennifer Foyle – Global Brand President at Aerie

Aerie - Brand Transformation

During her time at Aerie, Foyle has revolutionized the lingerie industry. Five years ago she led the launch of Aerie’s photoshop-free campaign. In 2014, #AerieReal was officially born when she realized how “ridiculous” it was to be airbrushing professional models. The campaign was a massive success and from there Foyle and her team began to sign Aerie Real Role Models.

As Aerie’s Global Brand President, Foyle has made the company a body-positive brand. A lingerie brand that celebrates all bodies by using real models.


Jamie Gersch – SVP & CMO at Old Navy

Brand Transformation - Old Navy

In 2016, Gersch rejoined the team at Old Navy as the Senior Vice President and Chief Marketing Officer. She has led her team to success for the past few International Women’s Days. Their 2018 campaign included paying homage to NYC’s female historical statues with “flower empower” installations.

Prior to joining the team at Old Navy, Gersch spent time at Charlotte Russe and Gap. During her 12 years at Gap, she built the brand and led marketing campaigns across all divisions.


Julia Goldin – EVP/Global Chief Marketing Officer at LEGO Group

Brand Transformation - LEGO

In 2015, Goldin joined LEGO Group as their Executive Vice President and Global Chief Marketing Officer. Before this role, she spent time at Revlon Inc. and Coca-Cola Japan.

In this role, Goldin is responsible for leading and inspiring the creation of LEGO play experiences. In addition to this, she aims to market and grow the brand through content, communication, and digital channels.


Rick Gomez – EVP & CMO at Target

Brand Transformation - target

Gomez joined the Target team in 2013 as SVP of Marketing. In 2017, he assumed the role of EVP & CMO and took on the responsibly of overseeing marketing and media strategy, creative, guest research, loyalty, in-house media company Roundel, and corporate responsibility efforts.

Gomez helped lead Target’s integration of its new and improved loyalty program, Target Circle. Gomez said the biggest goal of this loyalty program was to make it accessible to all Target customers.


Laura Henderson – EVP, Marketing & E-Commerce at Spin Masters

Brand Transformation - branding experts

In May 2019, Henderson began her role as Executive Vice President of Marketing & E-Commerce at Spin Masters. She leads marketing across the company’s toy and entertainment brands like Kinetic Sand, Paw Patrol, Hatchimals, and many others.

Throughout her career, Henderson has focused on using technology and innovation to better understand people and build brands that connect with them. Prior to joining Spin Master, she held roles at Buzzfeed and Mondelez International. During her time with Mondelez, Henderson helped pioneer a new media monetization model, generating revenue for branded content.


Craig Inglis – Customer Director at John Lewis

Brand Transformation

Inglis first started his journey at John Lewis in 2008 as a Marketing Director and was later promoted to his current role in 2015. Over the years, Inglis has played a large role in the rebranding of the company. In regards to this rebranding effort, his role was to ensure that it was creatively strong and that it accurately represented their business.

In addition to his key role in John Lewis’s rebranding efforts, he has also worked on many of their well-known campaigns: The Long Wait, Monty’s Christmas, and Always A Woman.


Kellyn Smith Kenny – CMO at Hilton

Kellyn Smith Kenny

In 2018, Kenny left her VP of Marketing position at Uber to join the Hilton family. In her role as Chief Marketing Officer at Hilton, she is revolutionizing their customer experience. Her mission is to “innovate in service of the customer.”

Kenny recently led the launch of “Expect Better. Expect Hilton.” With this campaign, they aim to reach more travelers, specifically millennials. In addition to this, just six months into this position, Kenny helped the relaunch of key brand campaigns.


Fernando Machado – Global CMO at Burger King

Since joining the company in 2014, Machado has encouraged Burger King to push the creative boundaries as a way to generate growth. With his leadership, the company isn’t afraid to discuss difficult issues in their marketing. The restaurant has wrapped its Whoppers in rainbow paper for pride week and even entered the net neutrality debate with their “Whopper Neutrality” campaign.

Machado was honored as Adweek’s 2018 Grand Brand Genius for his work with Burger King.


Heidi Browning Pearson – EVP, Chief Marketing Officer at National Hockey League

Heidi Browning Pearson

For over 3 years, Pearson has been responsible for executing the National Hockey League’s marketing campaigns. This includes but isn’t limited to strategy, creative development, production, and distribution.

Over the past few years, Pearson has worked to incorporate Gen Z into their brand. One unique way they did this was with the creation of the NHL Power Players Council. In addition to this, they have been working to improve the fan experience by weaving innovation into their arenas.


Marc S. Pritchard – Chief Brand Officer at Procter & Gamble

Marc S. Pritchard - branding experts

Pritchard was appointed to Procter & Gamble’s Global Marketing Officer in 2008. In this position, he is accountable for the global marketing and media strategy. He sets the marketing strategies to guide the communications and brand building programs for P&G’s portfolio of more than 300 brands worldwide.

Pritchard is the primary leader behind the company’s strategy of producing content that’s relevant to today’s most critical topics. In regards to The Best Men Can Be campaign from P&G’s Gillette, Pritchard told Forbes, “We wanted to start an important conversation, and we sure have done that.”


Elizabeth Rutledge – Chief Marketing Officer at American Express

Elizabeth Rutledge - brand genius

In 1990, Rutledge first started her journey at American Express. Since then she has slowly worked her way up to the top and as of 2018, she has been the company’s CMO. In this role, Rutledge oversees Global Advertising and Brand Management.

As every other brand turns to digital as a way to connect with customers, Rutledge has expressed how she wishes American Express to maintain a humanistic marketing approach.


Raja Rajamannar – Chief Marketing & Communications Officer at Mastercard

Raja Rajamannar - branding experts

Rajamannar is the chief marketing and communications officer for Mastercard and president of their healthcare business. In this role, he is in charge of leading the company’s marketing transformation. A major transformation Rajamannar has overseen is the evolution of Mastercard’s identity.

The company unveiled its new logo, which dropped the Mastercard name from its well-known red-and-yellow logo. One of his main goals is to transform Mastercard into a truly digital brand.


Diego Scotti – EVP & Chief Marketing Officer at Verizon

Diego Scotti - branding expert

For over five years, Scotti has worked at Verizon as their Executive Vice President and Chief Marketing Officer. His job entails overseeing the global management of Verizon’s brand, including digital marketing, creative development, sponsorships, and more.

He helped contribute to Verizon’s logo change. Their current logo features a small checkmark that Verizon explained stands for getting things done.


Jennifer Sey – CMO of Global Brands at Levi Strauss & Co.

Jennifer Sey - branding guru

Sey first started her journey at Levi Strauss & Co. over 20 years ago in 1999 as a Senior Marketing Manager. Since then she has held a number of roles, but she is currently the CMO of Global Brands. This role has her defining the vision for the company’s brands.

During her time at the company, she has overseen the launch of Levi’s Stadium. In addition to this, Sey has lead award-winning campaigns. An interesting fact about Sey: as a child, she was an internationally competitive gymnast.


Roger Solé – CMO at Sprint

Roger Solé - branding guru

As Chief Marketing Officer, Solé is responsible for all Sprint products and services, brand and advertising, customer acquisition and retention. He made a huge impact on the company when he led the “That Wireless Guy” campaign. Fast Company stated that Paul Marcarelli switch from appearing in Verizon to Sprint commercials could be “the biggest coup in advertising history.”

Other notable efforts Solé has led include the “iPhone Forever” campaign and launching the Sprint Open World plan.


Karin Timpone – Global Marketing Officer at Marriott International 

Karin Timpone - branding expert

For over six years, Timpone has led Marriott’s global marketing team as their Global Marketing Officer. She and her team are responsible for integrating new brands into their company’s portfolio. One of their biggest successes is growing its loyalty member base which is now over 100 million people worldwide.

Prior to joining the team at Marriott, Timpone held the role of Senior Vice President, Product Strategy + Marketing at Disney ABC Digital Media. There she set up the very first digital media product strategy and marketing team.


Elizabeth Windram – Vice President of Marketing at JetBlue Airways

Elizabeth Windram - branding experts

In 2016, Windram started her journey at JetBlue Airways as Director of Brand and Advertising. During her time in this role, the company initiated a number of unique campaigns. Windram was honored as Adweek’s 2016 Grand Brand Genius for the work she had done in this role. In October 2017, she assumed the role of Vice President of Marketing.

Windram has helped JetBlue become more than just another airline. They’ve gone to great lengths to show passengers that they truly to care with free or discounted travel.


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References:

¹ LinkedIn | ² Adweek  | ³ Company Websites | ⁴ Forbes | ⁵ Fashionista | ⁶ Fast Company

Nicole Schuster