CMO Moves February Summary

February wrapped up with 42 fresh CMO appointments— a neat split of 26 women and 16 men. External hires still dominate, with 33 out of 42 CMOs coming in from outside, but 9 CMOs got the golden ticket from within. 19 of these new CMOs are stepping into their first-ever C-suite roles.

The hottest hiring spots in the US saw California leading with 8 new CMO announcements, followed closely by Texas with 7, New York with 5, and Georgia with 3. Globally, Canada and India each welcomed 2 new CMOs, while Denmark, Austria, and Australia also saw some executive shake-ups.

Tech still holds the crown with 9 new CMO hires, but the real action this month is in financial services, where 8 CMOs just landed top roles across banking, insurance, and fintech. It’s not just the volume that’s striking—it’s the momentum. This hiring spree has been picking up steam since Q4 2024, and we can’t help but wonder: Is there a political undercurrent driving the surge?

Consider this: President Trump, once a fierce Bitcoin critic who dismissed it as a “scam,” has since done a complete U-turn. As recently as January 2025, his team launched TrumpCoin ($TRUMP), followed shortly by MelaniaCoin ($MELANIA), both of which have since tanked—down 85% and 90% from their highs. In aggregate, these declines have led to combined investor losses exceeding $12 billion [Source: Yahoo Finance]

Meanwhile, his pick for Chair of the Council of Economic Advisors, Stephen Miran, is now suggesting that deregulation could help tame inflation. Adding to the mix, Trump just signed a new Executive Order, Strengthening American Leadership in Digital Financial Technology, which signals a major push towards boosting the US’s foothold in digital finance.

Could all this political maneuvering be fueling the hiring spree in financial marketing leadership?

And then there’s Texas, now less of a Lone Star and more of a marketing hotspot. The state ranked number 3 for CMO moves over the last two years, always trailing behind California and New York. This month, it held strong at number two, hiring almost as many CMOs as the chart topper, California. Historically, Blue States have dominated CMO hiring, boasting nearly double the appointments of their Red State counterparts. Will that trend hold, or is the tide turning?

Enough political intrigue—let’s get to the meaningful marketing moves that shaped the first half of February.

NATIONWIDE

Of all the recent Financial Services CMO appointments, Nationwide’s is the one that really catches our eye. A textbook case of succession planning done right, happening in an industry that isn’t exactly dripping with natural appeal—insurance and finance don’t usually top the list of “sexy” sectors. But in today’s climate of spiking costs, inflation pressures, and natural disasters rewriting risk, marketing in this space has never been more high-stakes.

Nationwide, needs no introduction. It’s a household name with iconic ad campaigns (yes, “Nationwide is on your side” is now playing in your head), deep roots in financial services, and a marketing budget hefty enough to make any CMO’s palms sweat. Their newly minted CMO will steer a marketing machine that touches millions across insurance, investments, and retirement products.

Enter Ann Bair, Nationwide’s new Chief Marketing Officer, stepping up after the retirement of longtime marketing head Ramon Jones. Jones, who bows out at the end of March after an impressive 25-year run, leaves behind a legacy of bold moves—pandemic-era leadership, massive sponsorship deals with the NFL and MLS, and record-breaking sales, including last year’s staggering $60.3 billion in revenue. No pressure, Ann.

Bair is 20-year Nationwide veteran. She most recently served as SVP of Financial Services Marketing and previously held the title of Chief Digital Officer.

Now, as CMO, she takes command of the entire marketing ecosystem: brand strategy, advertising, social media, corporate communications, creative services, and events. Reporting directly to CEO Kirt Walker, she’s been hailed as “the right leader at the right time” to propel Nationwide forward as a modern mutual.

And she’s stepping into a C-suite undergoing serious change. Former CMO Jones isn’t the only high-profile departure—President & COO John Carter is set to retire in 2025 after four decades in financial services, including 20 years at Nationwide. Meanwhile, Amy Shore, the company’s first-ever Chief Customer Officer, retired on December 31, 2024, passing the baton to Michelle Samuel, a seasoned exec with 20+ years at Prudential Financial, The Hartford, and Unum.

Bair’s appointment sends a clear signal: modernization, customer engagement, and sustained growth are the priorities. With her deep digital experience and a front-row seat to the evolution of Nationwide’s financial services business, she’s well-positioned to drive the company forward. Maybe—just maybe—she’ll even make insurance cool.

ULTA BEAUTY

Big moves at Ulta Beauty—Kelly Mahoney has been promoted to Chief Marketing Officer. A 10-year Ulta veteran, Mahoney has been the mastermind behind Ulta’s powerhouse loyalty program, now 44 million members strong, driving 95% of sales. Expect her to double down on customer engagement, brand innovation, and keeping Ulta’s marketing magic alive.

Her expertise in loyalty-driven marketing puts her in good company. Look at Lowe’s CMO Jennifer Wilson, who was elevated to the role in June 2024 after making a major impact on Lowe’s loyalty programs. It’s clear that brands are increasingly betting on marketing leaders who know how to cultivate and retain dedicated customers.

Mahoney isn’t the only exec leveling up. Amiee Bayer-Thomas has been named Chief Retail Officer, and Mike Maresca is now Chief Technology and Transformation Officer. CEO Kecia Steelman, who took over in January, calls it “building the C-suite of the future—one that delivers results, leads with empathy, and values inclusion.” Translation: big expectations, bigger moves.

These shifts come as Ulta faces growing challenges. The retailer has seen slowing sales growth, a tough competitive landscape, and even Warren Buffett’s Berkshire Hathaway bailing on its Ulta stock last quarter. While Ulta still reports revenue gains, its operating margin has been squeezed—dropping from 13% to 12.7% in Q3 of 2024—largely due to inflation and pricing pressure. Customer spending habits are shifting, with more shoppers trading down to affordable brands.

Then there’s the prestige beauty problem. High-end competitors have expanded aggressively, adding roughly 1,000 new retail points in the past year and eating into Ulta’s market share. However, recent results suggest Ulta may have stabilized in this area—one to watch in the next earnings report.

Despite these challenges, Ulta’s fundamentals remain strong. The company operates 1,437 stores and is well-positioned to capitalize on an industry projected to grow at a 6% CAGR through 2028. Mahoney’s mission? Keep Ulta’s loyal customer base engaged, refine the brand’s marketing strategy, and ensure Ulta stays ahead in an increasingly competitive market.

The real question? Can Mahoney’s marketing prowess help Ulta reclaim its sparkle? We’ll be watching.

COHESITY

Carol Carpenter has taken the reins at Cohesity just as the company cements its status as a heavyweight in enterprise data protection. Fresh off the Veritas integration, Cohesity is now flexing as the world’s largest player in cyber resilience—and Carpenter’s appointment is a clear move to make that concrete.

With top CMO gigs at Unity and VMware under her belt, plus a role in transforming Google Cloud from contender to leader as Global VP, Carpenter knows how to scale a brand at warp speed. Add in her time at Apple, Trend Micro, and a slew of high-growth security firms, and she’s got that rare mix of product-led growth chops and enterprise GTM expertise—a lethal combo in the cyber world.

Her hire is also part of a bigger VMware-to-Cohesity pipeline, orchestrated by CEO Sanjay Poonen (formerly VMware’s COO). Since taking the helm, Poonen has brought in several ex-VMware heavyweights, including Chief People Officer Rebecca Adams, Chief Technology Officer Srinivasan Murari, and Chief Revenue Officer Kit Beall. Carpenter’s arrival only strengthens that squad.

With the Veritas acquisition complete, the stakes are high. Cohesity is now operating in an ultra-competitive security and cloud market, where standing out requires more than just solid tech—it needs a brand and go-to-market (GTM) strategy that cuts through the noise. Carpenter’s got the pedigree to pull it off.

Now, it’s her job to make sure everyone knows it.

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