From insights to impact: The CMOs using data to win

Data isn’t just a tool — it’s the backbone of smart decision-making. 

The best CMOs aren’t just looking at numbers; they’re using consumer insights to shape strategies, personalize experiences and stay ahead of the competition. 

Let’s take a look at why this matters and highlight some marketing leaders who are getting it right.

Marketing success is no longer about gut feelings or guesswork. Brands that thrive are the ones that truly understand their customers — what they want, how they behave and what motivates them. 

That’s where data-driven insights come in. Data helps CMOs:

• Make smarter decisions – No more hunches; just data-backed strategies.

• Create meaningful customer connections – Personalized experiences based on real consumer behaviors drive loyalty.

• Stay ahead of trends – AI and predictive analytics help marketers anticipate what’s next, not just react.

But even with all this data, many marketers struggle to turn insights into action. 

A study by GfK and the CMO Council found that while 91% of marketers know they need to act fast on insights, over half (55%) aren’t confident in their ability to do so. That’s why it’s critical to have the right tools (and the right mindset) to make data work for your brand.

Some of today’s top marketing leaders are setting the standard for data-driven success. Here’s a list of some of the key players and how they’re doing it:

1. Lauren Stafford Webb, Chief Marketing Officer at SoFi

Lauren Stafford Webb leads SoFi's brand and advertising initiatives, focusing on rapid experimentation and consumer insights to enhance advertising effectiveness. Under her leadership, SoFi achieved a 20% increase in overall ad effectiveness by integrating consumer data into their marketing strategies. This approach allows for quick iterations and ensures that marketing efforts resonate with target audiences.

Before joining SoFi, Lauren held marketing leadership positions at Intuit and Procter & Gamble, where she developed a strong foundation in data-driven marketing. Lauren's commitment to leveraging data-driven consumer insights exemplifies how modern CMOs can drive significant improvements in marketing performance and customer engagement.

2. Kofi Amoo-Gottfried, Chief Marketing Officer at DoorDash

Kofi Amoo-Gottfried serves as the CMO of DoorDash, bringing a wealth of experience from previous roles at companies like Facebook and Frito-Lay. 

At DoorDash, he has been instrumental in crafting campaigns that resonate with diverse audiences, emphasizing inclusivity and community support. For instance, during the COVID-19 pandemic, DoorDash launched initiatives to support local restaurants and frontline workers, reflecting Amoo-Gottfried's commitment to purpose-driven marketing.

3. Colin Kavanagh, Chief Marketing Officer at Pernod Ricard North America

Colin Kavanagh was appointed Chief Marketing Officer of Pernod Ricard North America in August 2023. 

With a 25-year tenure at Pernod Ricard, Colin has held various leadership roles across different markets, including Irish Distillers, Pernod Ricard HQ, Corby Spirit and Wine, Pernod Ricard Brazil and The Absolut Company. 

In his current role, Colin focuses on driving consumer-centric and digital transformation initiatives. His emphasis on integrating marketing closer to the business operations facilitates the use of data-driven insights to align brand strategies with evolving consumer preferences. This approach ensures that marketing initiatives are both innovative and effective, fostering stronger connections with consumers.

4. Melody Lee, Chief Marketing Officer at Mercedes-Benz USA

Melody Lee, is redefining luxury at Mercedes-Benz for a new generation of drivers. 

She leverages her background to resonate with a younger, more diverse audience, incorporating consumer insights, sustainability and technological innovations into the brand's marketing strategies. Under her leadership, Mercedes-Benz introduced the all-electric G-Wagon, aligning with environmental sustainability goals. 

5. Leslie Lysyj, Chief Marketing Officer, The Boston Beer Company

Lesya Lysyj joined The Boston Beer Company as Chief Marketing Officer in April 2019, bringing with her nearly 30 years of marketing experience in the food and beverage industry. 

Under Lesya's leadership, the company has embraced data-driven strategies to enhance its marketing efforts. This approach aligns with Boston Beer Company's value of collaboration and innovation, fostering an entrepreneurial culture within the marketing organization. 

The company's marketing team was recently recognized in Forbes' 2024 Entrepreneurial CMO 50 list, highlighting their commitment to innovative and data-centric marketing practices.

6. Frank Cooper III, Chief Marketing Officer at Visa

Frank Cooper III serves as the CMO of Visa, bringing a rich background from previous roles at PepsiCo and BuzzFeed. 

He has been recognized as one of the most influential CMOs globally, shaping the brand's role in business and culture. At Visa, he has focused on digital transformation and leveraging data-driven insights to enhance consumer engagement. For example, Visa's "Meet Visa" campaign under his leadership showcased the brand's evolution beyond credit cards, highlighting innovations in digital payments and financial inclusion. 

7. Laura Jones, Chief Marketing Officer at Instacart

Laura Jones has been instrumental in evolving Instacart's marketing strategies by integrating data-driven insights and artificial intelligence (AI). 

Under her leadership, Instacart has enhanced its advertising platform by offering smart product recommendations and AI-powered shopping experiences. For instance, the "Ask Instacart" feature allows consumers to make natural language queries within the app, helping them find products that suit their specific needs, such as gluten-free snacks for children. This approach not only personalizes the shopping experience but also drives higher engagement and sales. 

8. Greg Lyons, CMO at PepsiCo Beverages North America

Greg leads marketing for some of the world’s most recognizable beverage brands. Under his leadership, PepsiCo has leaned into data-driven innovation, using insights to identify new growth opportunities and refine brand strategies. 

And his team doesn’t just look at past performance — they use predictive analytics to stay ahead of shifting consumer preferences.

9. Sheryl Adkins-Green, Chief Marketing & Experience Officer at Mary Kay Inc.

Sheryl Adkins-Green has been with Mary Kay Inc. since 2009, serving as Chief Marketing Officer before being appointed Chief Experience Officer. 

In her role, she leads the Global Brand Experience Division and the company's in-house creative agency, focusing on delivering personalized beauty experiences and customized services to customers. By combining research, data analytics and trend forecasts, Adkins-Green and her team anticipate the needs and expectations of Independent Beauty Consultants and their customers in more than 35 countries.

10. Martin Renaud, Global Chief Marketing Officer at Mondelēz International

Since 2018, Martin Renaud has served as the Global Chief Marketing Officer at Mondelēz International, overseeing iconic brands such as Oreo and Cadbury. 

Under his leadership, the company integrates data analytics into brand strategies to enhance consumer engagement and drive growth. By leveraging consumer insights, Mondelēz tailors its marketing efforts to meet the evolving needs and preferences of its global audience, resulting in more personalized and effective campaigns.

11. Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard

Raja Rajamannar has been at the forefront of integrating data-driven strategies into Mastercard's marketing efforts for engagement and loyalty. 

Under his leadership, Mastercard has utilized real-time data analytics to craft personalized marketing campaigns that resonate with individual consumer preferences. The company employs data-driven loyalty strategies to personalize communications by segment, engage customers with targeted campaigns and optimize customer experiences. This approach has led to increased customer engagement and loyalty.

12. Katie Williams, Chief Marketing Officer at Haleon 

Katie leads marketing and public relations at Haleon, formerly GSK Consumer Health, overseeing brands like Advil, Sensodyne, Tums and Emergen-C. 

She emphasizes the integration of science and marketing to foster meaningful consumer connections. Under her leadership, Haleon has focused on digital transformation and creative growth strategies, which includes always-on consumer insights. 

13. Doug Martin, Chief Marketing Officer at General Mills

Doug has been with General Mills for over 18 years, ascending from an intern to the role of Chief Brand and Disruptive Growth Officer, and later as Chief Marketing Officer. 

He has been instrumental in integrating data science into General Mills' marketing strategies, especially as the company plans to intensify its focus on building out its data-driven marketing, supply chain optimization, e-commerce and strategic revenue management capabilities. 

14. Nataly Kelly, CMO at Zappi

Nataly Kelly is on a mission to make insights more actionable for brands. 

At Zappi, she champions a connected insights approach — bringing together different data sources to create a clearer picture of consumer behavior. Her goal? Helping brands move beyond surface-level trends and truly understand their audiences to make better marketing decisions.

To help bring the importance of connected insights and data-driven marketing to light, she’s also created a newsletter for marketing leaders who love using data and creativity to drive business results. 

The best CMOs don’t just collect data, they use it to tell a story, anticipate trends and build stronger relationships with consumers. As marketing becomes more data-driven, those who know how to turn insights into action will be the ones who lead the way.

Ask yourself: Is your brand making the most of consumer insights? If not, it might be time to take a page from these marketing leaders and put data at the heart of your strategy.