Top CMO Moves to Kickstart the Year

January is the month when the marketing world hits refresh, and no role shakes things up like a new CMO stepping into the spotlight. With budgets resetting and brands hungry for fresh ideas, CMO appointments in January often signal the start of bold initiatives, innovative campaigns, and—let’s be honest—potentially massive shifts in spending. These moves are more than industry buzz for sales professionals—they’re your green light to connect with the decision-makers shaping where the dollars flow in 2024.

Here’s the deal: CMO moves aren’t just about a new face on the leadership page—they’re about strategy shakeups and brand priorities getting a whole new vibe. Whether it’s a tech guru bringing digital-first energy to a legacy brand or a creative powerhouse ready to double down on experiential marketing, these changes hold the keys to where your next big opportunity might come from. The savviest sales pros know this is the time to strike—get on their radar while the ink’s still fresh on that LinkedIn post. Trust us, January’s CMO moves could be the inside track to your biggest wins of the year.

1)  New CMO at Euna Solutions signals growth

Sales lead insight: Connect with Jennifer Edwards, Euna Solutions’ newly appointed CMO, to position your agency or services for upcoming opportunities. Edwards joined Euna Solutions as CMO in late 2024, bringing expertise from her previous role at Power Factors. She’s expected to drive innovation, targeting organizations seeking administrative and financial operations support.

Opportunities under new leadership:

• Increased digital spending: Budgets are expected to grow significantly.
• Diversified ad placements: Explore untapped channels and platforms.
• Agency expansion: New leadership often leads to agency reviews and appointments.

Digital spending snapshot:

• 2024 spend: $2.6k, doubling 2023’s $1.3k.
• Impressions: 924.1k across Direct (89%), Ad Network (9%), and Programmatic (2%).
• Top ad placements: Yahoo.com, Foxnews.com, Citationmachine.net, Britannica.com, and Moneycontrol.com.

Agency insights: Gabriel Marketing Group serves as PR AOR; CMO hires often signal marketing shifts. Now’s the time to pitch your value to Euna’s expanding strategy.

2)  Heartland Dental names new CMO

Sales lead insight: Connect with Sherianne James, Heartland Dental’s new CMO, to position yourself for upcoming marketing initiatives. James was appointed CMO in January 2025, joining from EssilorLuxottica where she held the same role. James will oversee marketing strategies to drive brand growth, patient acquisition, and loyalty across Heartland’s network of supported dental practices.

Opportunities under new leadership:

• Increased digital spending: Budgets are likely to grow further.
• New channels: Heartland is expected to test additional marketing platforms.
• Agency reviews: New CMOs often signal shifts in agency partnerships.

Digital spending snapshot:

• 2024 spend: $83.9k, a sharp rise from $17.4k in 2023.
• Impressions: 11M across Programmatic (99%) and Ad Network (91%).
• Top ad placements: YouTube.com, Pinterest.com, Reddit.com, YouTube (Android), and PsychologyToday.com.

Agency insights: Fusion92 serves as Creative & Media AOR; With James driving strategy, now is the time to present innovative solutions that align with Heartland’s patient-centric goals.

3)  Laurel Road names new CMO

Sales lead insight: Chris Milone’s appointment as CMO at Laurel Road signals potential opportunities for both sellers and agencies. Laurel Road appointed Milone as CMO in November 2024. Milone, previously CMO at Best Egg, will oversee brand strategy, partnerships, product marketing, and customer engagement, focusing on healthcare and business professionals.

Opportunities under new leadership:

• Higher digital spending: Expect a return to increased budgets.
• New partnerships: Industry collaborations may expand.
• Agency outsourcing: Potential for marketing tasks to be handed off to agencies.

Digital spending snapshot:

• 2024 spend: $1.5M, down from $5.2M in 2023.
• Impressions: 230.4M across Programmatic (97%), Ad Network (2%), and Direct (1%).
• Top ad placements: Facebook.com, Instagram.com, YouTube.com, AAFP.org, and AAD.org.

Agency insights: With a new CMO at the helm, sellers and agencies should pitch strategies that align with Laurel Road’s renewed focus on brand growth and customer engagement.

4)  Saks Global promotes top marketer following Neiman Marcus acquisition

Sales lead insight: Saks Global’s acquisition of Neiman Marcus creates significant opportunities for sellers and agencies as the brands integrate and evolve. Saks Global finalized its acquisition of Neiman Marcus, consolidating Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman, and Saks Off Fifth into one entity. Emily Essner, formerly Saks’ CMO, has been promoted to President and Chief Commercial Officer, where she will lead go-to-market strategies and enhance customer experiences across the combined brands.

Opportunities under new leadership:

• Unified campaigns: A unified marketing strategy will align the newly merged brands.
• Increased ad spend: Budgets are expected to rise to support integration.
• Agency assistance: New opportunities may arise as Saks seeks agency partners for strategic support.

Digital spend snapshot by brand

Agency insights: The acquisition and Emily Essner’s promotion signal shifts in marketing priorities. Sellers and agencies should highlight solutions supporting brand unification and enhancing customer experience.

5)  7 Brew Names First-Ever CMO

Sales lead insight: The creation of a Chief Marketing Officer role at 7 Brew Coffee (7BC) indicates a greater focus on marketing and presents new opportunities for sellers and agencies. 7 Brew Coffee appointed Chavez as its first-ever CMO in December 2024. Chavez, previously CMO at KFC, will drive efforts to expand 7BC’s brand presence, open new stands, and enhance its loyalty program targeting Millennials.

Opportunities under new leadership:

• Increased ad spend: Budgets are expected to continue growing.
• New channels: Exploration of fresh advertising platforms is likely.
• Agency expansion: The company may add to its agency roster.

Digital spend snapshot:

• 2024 YTD spend: $1.2M, a significant increase from $172.1K in the same period of 2023.
• 2022-2023 full-year spend: Jumped from $15.5K in 2022 to $480.6K in 2023.
• Impressions: 190.9M across Direct (79%), Programmatic (19%), and Ad Network (2%).
• Top ad placements: NYTimes.com, TikTok.com, FoxNews.com, Fox News: Live Breaking News (iOS), and Colts.com.

Agency insights: ICR serves as 7BC’s PR agency; Engage with Nick Chavez now to position yourself as a strategic partner during this pivotal growth phase.

6)  Adobe hires new CMO amid digital spend surge

Sales lead insight: Connect with Lara Balazs, Adobe’s newly appointed CMO, to stay top-of-mind as she reshapes the marketing strategy. In December 2024, Adobe named Balazs CMO and EVP of Global Marketing. Balazs, formerly CMO of Intuit, will lead branding, Adobe.com, events, social media, communications, and marketing insights. Adobe recently added two creative partners in September, signaling a fresh approach to its marketing initiatives.

Opportunities under new leadership:

• Increased digital focus: Adobe continues to shift ad dollars from TV to digital.
• Brand growth: Balazs is expected to enhance Adobe’s presence in both B2B and B2C markets.
• Sponsorships and collaborations: Look for new brand partnerships to expand Adobe’s reach.
• Agency reviews: New leadership may reassess current partnerships.

Broadcast insights:

• 2024 YTD spend: $7.7M on national TV ads, down from $22.1M in the same period of 2023.
• 2022-2023 full-year spend: Declined 29%, from $33.9M in 2022 to $24M in 2023.
• Top ad programming: NBA Basketball, NFL Football, Saturday Night Live, PGA Tour Golf, and 2024 TOUR Championship.

Digital spend snapshot:

• 2024 YTD spend: $727M, more than double the $308.8M during the same period in 2023.
• Impressions: 134B via Programmatic (61%), Direct (38%), and Ad Network (1%).
• 2022-2023 full-year spend: Increased 24%, from $266.3M in 2022 to $329.9M in 2023.
• Top ad placements: LinkedIn.com, Facebook.com, TikTok.com, Yahoo.com, and Instagram.com.

Agency insights: While Dentsu Creative and Stagwell are likely secure, now is the time to position your agency for future opportunities under Balazs’ leadership. Current roster:

• Wavemaker: Media AOR
• Publicis Media: Media AOR
• Dentsu Creative: Creative
• Stagwell: Creative
• Ubiquitous: Social

If you liked this blog post, check out: