Introducing The Forbes CMO Next 2021 List Honorees

Plus: Lessons In Purpose And Pivot From Brooklyn’s Art World

Good morning,

Today, we unveiled our 2021 CMO Next list, a compilation of 50 marketing chiefs who are redefining the CMO role. Based on qualitative research, the third annual list features a group of leaders who are spearheading a range of marketing efforts at startups, nonprofits and corporate giants in ways that elevate the role of marketing within organizations. Nearly half of this year’s CMO Next honorees were promoted to CMO or an equivalent role in their companies in 2020. Meanwhile, another dozen were appointed CMO in 2019, giving them a few months to learn the lay of the land before it would all change. Many work for companies that either benefited from or were challenged by lockdowns, changing consumer mindsets and broader shifts either accelerated or caused by the pandemic—all are highlighted for their work over the course of the past year, as well as that which we expect to see from them in 2021 and beyond.

To celebrate the list, join us at 11 a.m. ET for a free virtual event about the future of marketing. We'll talk with 2021 honorees, including Exos CMO TJ Abrams, Discord CMO Tesa Aragones and Skillshare CMO Liana Douillet Guzmán, as well as alumni, including NHL CMO Heidi Browning Pearson and Fender CMO Evan Jones. We'll also have fireside chats with Impossible Foods SVP of Marketing Jessie Becker about the meatless company's growth and with One Medical CMO Doug Sweeny about the startup's role in Covid-19 testing and vaccinating.

If you have story pitches, news tips or anything else to share, please get in touch.

Marty

Creativity

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CMO Profile

Valentine's Day will look different for many couples this year, but Lowe's Chief Brand Officer Marisa Thalberg wants to make it memorable nonetheless.

Earlier this month, the home improvement company announced "Night Of Lowemance," an experience through which couples could enter for a chance to win an evening of splash-painting and food at a Lowe's location after-hours. (Just five couples in each of 10 cities were chosen for the in-person event, but anyone who didn’t win can still join a virtual date night hosted by Lowe’s online.)

Thalberg, who joined Lowe’s a year ago after serving as chief brand officer at Taco Bell, says people have grown tired of their daily routines, so the company decided to embrace the DIY spirit many have gravitated toward during the pandemic. The campaign, she says, is “a little bit tongue-in-cheek” and gives people an opportunity to get out and create something for their homes—somewhere they've been something more time than ever before.

“We don’t have to be monochromatic in our moods and our tones and how we show up,” she says, “I don’t think it’s time for everyone to be serious or everyone to be funny. You’ve got to find what’s truthful for your brand.”

"We started to think about the environment we create, while it’s a little bit tongue-in-cheek with the aisles of a home improvement store."

Marisa Thalberg

Chief Brand and Marketing Officer, Lowe's

Leadership & Strategy

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