A recently unveiled Business Insider ranking spotlights 25 Chief Marketing Officers (CMOs) reshaping how brands connect with consumers in 2025. From generative artificial intelligence to inclusive messaging and viral cultural moments, this year’s honorees exemplify a forward-thinking approach that emphasizes agility, technology fluency, authenticity, and social purpose. These executives are not only guiding their companies through digital transformations but are also setting new benchmarks for marketing leadership across industries.
Among the standout leaders is David Sandström, CMO of Klarna, who has harnessed the power of AI to optimize both marketing and operational efficiency. His adoption of tools like Midjourney, Firefly, and DALL‑E has contributed to saving the company over $10 million annually in creative production. Klarna’s marketing spend has dropped by around 11%, thanks to this strategic integration of technology. Sandström’s influence has extended beyond cost-cutting, however. Under his leadership, Klarna launched an “AI shopping feed” and formed high-profile partnerships with Apple Pay, Uber, Walmart, Airbnb, and eBay, driving the fintech company to surpass 100 million active users and expand to over 724,000 merchants by mid-2025.
Jennie Platt of TD Bank offers another compelling example of CMO innovation. Tasked with rehabilitating the bank’s image after a money-laundering scandal, Platt centered her strategy on diversity, equity, and inclusion. At a time when many financial institutions were retreating from public DEI initiatives, TD Bank leaned in. Campaigns spotlighting support for Black-owned businesses, LGBTQ+ rights, and accessible banking earned the institution a 20% rise in brand awareness. The introduction of the “Chosen First Name” feature in 2024, allowing clients to use names that match their gender identity, further solidified TD’s commitment to inclusive services. This approach yielded strong financial outcomes as well, with marketing’s contribution to total bank sales nearly doubling to 19% by early 2025.
At Chipotle, Chris Brandt has demonstrated how storytelling and cultural agility can drive consumer engagement and sales. Under his guidance, the brand launched campaigns that bridged food, pop culture, and digital experiences. The viral “Lipotle” beauty product, a burrito-proof lip mask created in partnership with Wonderskin, garnered 1.2 billion global press impressions and sold out quickly. Halloween-themed “Spirit Bags,” originally a meme, became real costumes and generated more than 13 billion press impressions. These marketing efforts contributed to a 14.6% revenue increase, with digital orders accounting for over one-third of sales. Chipotle’s marketing return on investment climbed to 35%, underscoring the effectiveness of Brandt’s consumer-savvy strategy.
These examples underscore a wider transformation in the CMO role. No longer confined to advertising and media buying, today’s marketing leaders are deeply embedded in business strategy and cross-functional execution. They are expected to demonstrate clear ROI, master data governance, and build bridges with sales, finance, and product teams. According to Gartner, a majority of CMOs—especially in the tech sector—are under increasing pressure to prove their impact on profit margins and customer growth.
The role of AI continues to evolve within marketing organizations. A growing number of CMOs now treat AI not as a side experiment, but as a core strategic asset. A recent study by Boston Consulting Group found that 83% of CMOs express optimism about generative AI, a significant increase from 74% two years prior. About 70% plan to implement AI in recommendation systems, and 40% are using it to fine-tune customer outreach. However, success is not guaranteed. Many AI programs fail to deliver meaningful results, highlighting the need for solid data infrastructure and alignment with business goals.
Beyond technology, this year’s most innovative CMOs are also distinguished by their commitment to cultural relevance and social impact. Verizon’s Leslie Berland has reimagined loyalty programs through live experiences and pop culture tie-ins, while Chase’s Carla Hassan has centralized media operations in-house to enhance speed and control. Across the board, these marketing chiefs employ real-world activations, influencer collaborations, and emotionally resonant narratives to build stronger connections with increasingly skeptical consumers.
The common thread uniting these leaders is a belief that marketing must go beyond selling—it must build trust, reflect consumer values, and create memorable experiences. Whether through an AI-generated content pipeline, a heartfelt inclusion initiative, or a perfectly timed cultural moment, these CMOs are reshaping how brands engage in an era defined by rapid change and heightened consumer expectations.
Business Insider’s “25 Most Innovative CMOs of 2025” offers more than a ranking; it’s a window into the future of brand leadership. These executives are proving that when innovation, purpose, and cultural fluency intersect, marketing becomes not just a business function—but a force for growth and meaningful connection.
