These CMOs are meeting the marketing world's biggest challenges. They're reaching Gen Z customers, dealing with a volatile economy, and testing generative AI.
, Goldin described how her team deals not only with solving challenges that are happening today or ones that will happen over the next two years but also tries to influence what will happen"in the longer-term future."
The company's most recent campaign,"Play Unstoppable," launched in June and partners with female role models, including the star athletes Megan Rapinoe and Sunisa Lee, journalists such as Elaine Welteroth and Jazlyn Guerra, and others. The goal of the campaign is to empower young girls to explore their interests freely.Lesley Klein, the senior vice president of strategy and brand marketing at Priceline.
"It's very easy to swing the pendulum too far, and you have to strike the right balance between retaining the customers that have really been by your side while opening up the aperture to invite customers that have not considered your brand in a long time or maybe never have," she said. Livingston is also marketing a new line of shakes made with the food-tech company NotCo's dairy-free milk.
When COVID-19 vaccinations became political and controversial in 2021, Maltin worked with the Ad Council to create a series of public-service campaigns squashing the skepticism. She also worked with the early-learning company BEGiN to create an app, Learn with Sesame, that helps young children develop emotional and academic skills, including identifying colors, shapes, and numbers.
When Marineau landed at Rakuten in 2020, she took on the responsibility of transforming the Japanese technology company into a household name in the US. Her vision was to establish Rakuten as a leading shopping destination that provides benefits for both consumers — through cash-back opportunities and savings — and retail partners by increasing their sales.
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