What modified? Diana Haussling grew to become the newest marketer to step into the CEO workplace in February, transferring from her position as senior vp, common supervisor, shopper expertise and progress, and CMO for North America at Colgate-Palmolive to steer Hello Products.
Why it issues: Buzzy startup Hello, which sells “naturally friendly” toothpaste, mouth rinse, toothbrushes, and floss, was based in 2013 and bought by Colgate in 2020. Haussling’s transfer mirrored a development of CMOs changing into CEOs, and set the tone for extra of the identical in 2025. – Rebecca Stewart
Soyoung Kang, EOS
What modified? In September, EOS Products chief advertising and innovation officer, Soyoung Kang, was promoted to president of the private care model. The new position, which she assumed after seven years as CMO, has her persevering with to supervise advertising, innovation, and e-commerce, whereas including industrial technique, enterprise efficiency and P&L progress and profitability to her tasks.
Why it issues: Kang is behind EOS’ meteoric rise from a small challenger model finest identified for its orb-shaped lip balms to a Gen Z cult favourite on social media, with merchandise throughout skincare, magnificence, and shaving. Her promotion follows 14 consecutive quarters of double-digit retail gross sales progress for the enterprise, proving that there’s a path to firm management for CMOs who drive outcomes. – Alison Weissbrot
Jackie Jantos, Hinge
What modified? In December, Match Group-owned relationship app Hinge promoted chief advertising officer and president Jackie Jantos to CEO. She succeeds founder Justin McLeod, who left to launch an AI-powered relationship app. Tamika Young, who’d been with the enterprise since 2023, took on the expanded position of chief advertising and communications officer.
Why it issues: In her 4 years on the firm, Jantos helped Hinge buck a sector-wide decline and cement the app’s popularity for facilitating significant connections. She oversaw expansions of Hinge’s “Designed to Be Deleted” platform and instructed actual love tales by means of modern tasks akin to a romantic zine, e-book membership activations, and a Substack sequence. Her elevation to the highest job exhibits her technique is working. –Brittaney Kiefer