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CMO Moves Mid-February Update
Ft. Merrell, Moderna, and PrizePicks
Michael Wright
February 19, 2025
In just the first two weeks of the month, already 20 fresh CMOs have stepped into the spotlight—12 women and 8 men. Of those, just 6 were internal promotions, meaning 14 were poached from elsewhere (cue the LinkedIn recruiters rubbing their hands with glee). And for 7 of them, this is their first-ever C-suite gig. Big moves, indeed.
On the geography front, Texas is leading the charge with 5 new CMO hires, while Georgia follows with 2. Beyond the U.S., Canada, Denmark, and India each added a new marketing chief to their ranks. In total, the appointments span 12 states.
Industry-wise, Software Development is making the most noise, bringing in 5 new CMOs, while the Restaurant sector is stirring the pot with 3 hires. Altogether, the latest CMO appointments are spread across 14 industries, confirming the utility and ubiquity of the role.
But here’s the real tea: all but one of these CMOs were pulled from within the same industry they were already insiders in. No bold moves, no left-field hires—just good old-fashioned safe choices. This tells us two things. First, companies are playing it cautious, preferring familiar experiences over fresh thinking. Second, it’s a buyer’s market, with employers cherry-picking their ideal CMO from an overflowing talent pool.
And with the weather wreaking havoc across North America, what better way to kick things off than with a power move in the outerwear sector?
MERRELL
Merrell, the outdoor footwear powerhouse, has laced up a new CMO—Richard McLeod. No stranger to high-profile brands, McLeod previously led marketing at Champion and Canada Goose. Now, he’s reporting to Global Brand President Janice Tennant, ready to blaze a trail in Merrell’s global marketing strategy.
In an exclusive chat with CMO Ladder, McLeod shared why he made the leap, how he sizes up CMO roles, and what’s in his 90-day game plan.
NOT ALL CMO ROLES ARE CREATED EQUAL—AND HE KNOWS IT
When asked what sealed the deal, McLeod didn’t mince words:
“I was very purposeful about my rubric—culture, opportunity to continue learning, work-life balance, a brand where I could drive transformation, including building a high-performing team, compensation, future opportunities, and lastly, remit. Through the interview process, it became apparent that not all CMO roles are created equally. In my opinion, some should probably be SVP or VP-level roles instead.”
Translation? Not every CMO title actually carries CMO-level influence. Some are glorified VP gigs in disguise. His approach to vetting roles is a masterclass in career strategy—ensuring personal and professional growth go hand in hand with business impact.
A CAREER BUILT FOR FOOTWEAR DOMINANCE
McLeod’s résumé reads like a blueprint for brand transformation. From leading Champion’s resurgence to expanding Canada Goose’s global footprint, Merrell feels like a natural next chapter.
“It’s in the footwear space, so it will be a continuation of the work I’ve done previously, from Foot Locker to Champion to this.”
Looks like he’s sticking to his strengths—but with fresh terrain to conquer.
THE 90-DAY PLAN: LISTEN, LEARN, LEAD
McLeod isn’t wasting any time. His first three months? A mix of absorbing, analyzing, and actioning.
“My 90-day plan is already written, but in summary, it’s about listening, learning, and leading.”
His breakdown:
First, Listening—meeting the team, assessing strengths, identifying gaps, and understanding the existing culture.
Next, Learning—engaging with cross-functional leaders across the U.S. and beyond, analyzing business drivers, and mapping the consumer journey.
Finally, Leading—defining Merrell’s brand trajectory, aligning internal teams, and setting the stage for a long-term marketing shake-up.
One thing is clear: Merrell brought in a strategic brand architect. Expect bold moves in 2025. We’re rooting for you, Richard!
MODERNA
Moderna has just made a bold move, appointing Amy Mahery as its new SVP & Chief Marketing Officer—a clear signal that the company is recalibrating its commercial strategy.
Mahery steps in from Roivant Sciences, where she was Chief Commercial Officer, but her real pedigree comes from nearly 20 years at EMD Serono (Merck KGaA's U.S. pharma arm), where she held leadership roles across oncology, neurology, and immunology. In short, she knows how to market complex science to the masses.
Her arrival couldn’t come at a more pivotal moment. After parting ways with its last Chief Commercial Officer, Arpa Garay, in 2023, Moderna had been winging it without a dedicated marketing lead—splitting commercial oversight between CEO Stéphane Bancel and President Stephen Hoge, M.D. That stopgap solution has now been shelved in favor of a dedicated CMO, a clear sign that Moderna is getting serious about long-term commercial success as it weathers a post-pandemic market cooldown.
Despite a strong pipeline, the company has been forced to dial back its once-aggressive expansion plans. Bancel recently told shareholders that Moderna will take a ‘more selective and paced approach’ to product launches. Translation: fewer moonshots, more calculated moves. The new strategy includes:
Aiming for 10 regulatory approvals by 2028, with flu, RSV, and personalized cancer vaccines topping the priority list.
Delaying select pipeline projects until Moderna has a stronger commercial infrastructure—or finds partners to share the risk.
Slashing costs by over $1.5 billion, including a $1 billion trim in 2025 and another $500 million in 2026.
Mahery isn’t stepping into a cushy science laboratory job—she’s taking charge at a time of serious headwinds. Moderna’s COVID-19 vaccine sales have plummeted, the newly launched RSV vaccine (mRESVIA) is off to a slow start, and the company’s 2025 revenue forecast of $1.5B–$2.5B is well below previous estimates.
We predict she will revive sales momentum, establish a more sustainable commercial model, and prep the marketing engine for upcoming product launches. But that’s not all. She may also take a hard look at Moderna’s recent agency shake-up—including the November 2024 appointment of employee-owned indie agency Known, which replaced Omnicom’s Hearts & Science as Media AOR. The TBWA\Chiat\Day New York partnership, which currently handles Moderna’s global creative work, might also be up for review.
Net Net: With a leaner, more focused go-to-market strategy, Moderna has pivoted from its post-COVID revenue gold rush to a more cautious, long-term playbook. Mahery’s hiring suggests the company is serious about expanding beyond vaccines and proving that mRNA isn’t a one-hit-wonder.
The real question? Can she steer Moderna toward a second act in mRNA-powered medicine? Stay tuned.
PRIZEPICKS
PrizePicks, the undisputed heavyweight of daily fantasy sports (DFS) in North America, has just drafted Mike Quigley as its new Chief Marketing Officer. And they’re not playing around.
Quigley, a seasoned pro in gaming, digital marketing, and audience engagement, steps into the role with over 30 years of experience. His résumé reads like a greatest hits album, featuring heavyweights like Niantic (Pokémon GO), YouTube, and Electronic Arts (EA). Reporting directly to CEO Mike Ybarra, he’ll be calling the shots on brand vision, growth strategy, and campaign execution—all as PrizePicks looks to expand into fresh territories.
And they’ll need every ounce of that experience. With FanDuel, DraftKings, and Underdog Sports all circling the DFS space like sharks, PrizePicks is doubling down on a gaming-first CMO to keep users engaged and fend off the competition.
As Quigley leaves Niantic behind, the gaming world is buzzing about an even bigger shake-up. IGN reports that Niantic is in talks to be acquired by Saudi-owned Scopely for a jaw-dropping $3.5 billion—a price tag that puts it in the same ballpark as enterprise tech firms like Smartsheet and Sophos but looks like pocket change next to Microsoft’s eye-watering $75 billion acquisition of Activision Blizzard.
Wherever Quigley has landed, he’s delivered the goods. Let’s run through the highlights:
Niantic (CMO) – Led global marketing for Pokémon GO, one of the most successful mobile games in history, racking up over $6 billion in revenue.
YouTube/Google (Consumer Marketing Lead) – Orchestrated marketing for original programming and live events, including Coachella and SXSW.
Electronic Arts (EA, Group VP Global Marketing) – Spent 11 years overseeing global marketing for some of the biggest gaming franchises on the planet.
With a career built on gaming, interactive entertainment, and scaling massive audiences, Quigley seems like a no-brainer for PrizePicks’ player-first marketing model. The fantasy sports space is heating up, and with deep industry knowledge and a track record of driving engagement, he might just be the secret weapon PrizePicks needs. Game on!
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