Every CMO appointment is a ripple through the market - a clue to where the brand’s heading next.

New strategies. New stories. New budgets.

And when that happens, everything shifts: agencies, tone, spend, priorities.

At Honch, we don’t just spot these moves - we decode them.

Every day, we analyse senior marketing hires through four fast lenses:

• ‍Growth – how the brand’s performing
• ‍Partnerships – who they’re working with
• ‍Positioning – what they’re standing for
• ‍Priorities – what the new leader will do first

⚡ 1,000 new marketing hires = 1,000 brand stories in motion.
Here are just a few examples from the last week - and why they matter.

🌱 Flora Food Group - Victoria Wickli - SVP Marketing Europe

A plant-based powerhouse with a new name, a new look, and a new CMO.
Victoria’s job? Take Flora from worthy to wanted.

Early moves to watch:

• Europe-wide rebrand into every pack and pixel
• Taste-first storytelling with sustainability as proof
• Margin protection after a UK price war

🧱 The LEGO Group - Stephen Cherry, VP LEGO Brand Retail Stores, EMEA & Americas

Retail is the brand’s stage, and LEGO is turning up the lights.
Stephen steps in as the company adds dozens of stores, scales flagship experiences, and activates a fresh global media partnership.

Early moves to watch:

• Scaling owned retail footprint and experiential flagships
• Activating the Formula 1 partnership across stores and content
• Orchestrating Publicis One for sharper media performance
• Driving D2C growth while keeping brand play at the centre

🍸 Bacardi-Martini - Lisa Jazwinski, Global VP Marketing Strategy & Ops

Bacardi’s culture has always been about energy. Lisa’s job is to make that global.
She’s aligning dozens of agencies, brands, and markets - from Grey Goose to Bombay Sapphire - under one smarter, data-led rhythm.

Early moves to watch:

• Streamlining agencies and measurement
• Turning sponsorships into performance content, not just parties
• Tightening global consistency without killing local magic

🏆 Champion - Chris Fenn, Chief Marketing Officer

A classic athletic icon under new ownership energy.
With Champion moving into the Authentic Brands portfolio, Chris gets the brief to reignite heat and move product fast.

Early moves to watch:

• A brand refresh that balances heritage with street culture now
• Creator-first drops and collabs that travel on social
• Retail moments with mass partners like Target that convert

🕌 Dishoom - Tamla Barazi, Senior Marketing Director

From luxury fashion to narrative-led hospitality, Tamla’s brief is to scale Dishoom without losing its soul.
With L Catterton on board at a ~£300m valuation and a first US opening set for New York in 2026, the job is to build modern growth engines that still feel unmistakably Dishoom.

Early moves to watch:

• Orchestrating US launch comms that start with story - a site-specific “founding myth” before media and performance spend
• Turning brand love into measurable growth - rebuilding digital, ecommerce and performance marketing that speak in Dishoom’s generous, precise tone
• Protecting the “deepen, don’t dilute” culture as hiring ramps - internal comms and training that keep the guest experience emotionally consistent
• Partnering tightly with the CMO to balance PE-grade KPIs with narrative fidelity - growth without generic QSR shortcuts

💄 Estée Lauder Companies - Bing Han, Global VP, Luxury Skincare & Makeup

Luxury beauty is in reset mode - and Bing’s brief is brutal: restore growth, modernise, and do it fast.
From L’Oréal to La Mer, she’s armed with AI tools like ConsumerIQ and Trend Studio to make luxury more agile.

Early moves to watch:

• Faster, smarter launches in prestige skincare
• Authentic creator partnerships over legacy gloss
• Regaining pace in Asia and travel retail

1,000 hires. 1,000 signals. Hundreds of brand stories in motion.

(And that’s just one week.)

Every week, Honch tracks the marketing world’s biggest moves - and what they say about brand direction, budget flow, and opportunity. In the last week alone, we’ve tracked over 1,000 C-Level and Director-Level hires - each one with a story to tell. Because when a new CMO steps in, your timing window opens.

Meet Bernard. He reads every move before you do.

Bernard reads every marketing appointment, every brand shift, every sponsorship - surfacing the companies in change mode and the people shaping them.

He turns those signals into warm introductions that land right when they should.

No scraping. No guesswork. Just the moment a brand starts to move - and your chance to move with it.