So far in Q4, Honch has tracked more than 23,000 senior marketing moves, including over 8,000 C-level and Director appointments inside the world’s most influential brands.

These hires matter.

They’re the leaders who rewrite strategy, reset supplier lists and unlock major budget changes. And Honch tracks all of them in real time, profiling each new decision-maker and giving commercial teams the tools to act on these signals immediately.

6 Major Q4 Appointments Likely to Reshape 2026

Boots:

Charlotte Lock joined as Customer & Marketing Director with responsibility for loyalty transformation, digital CX and retail media.

‍Q1 implication: Digital, analytics and CX suppliers are under review.

Christian Dior Couture:

Germain Trouve became International Marketing Director for Fine Jewellery & Timepieces.

‍Q1 implication: High-luxury storytelling, ESG shifts and global event partners are being reconsidered.

Grammarly:

James Alex Gay stepped in as VP Marketing as Grammarly expands deeper into enterprise AI workflows.

‍Q1 implication: Integration partners, AI content, demand generation and workflow tooling all in scope.

WeightWatchers:

Nina George joined as Chief Marketing & Consumer Strategy Officer, accelerating the brand’s GLP-1 transformation.‍

Q1 implication: Clinical content, employer channels, onboarding journeys and digital partners required.

Mindful Chef:

Mary Rochester Gearing arrived as CMO to push deeper into FMCG and retail.

‍Q1 implication: Packaging, retail media, UX and partnerships are up for reassessment.

Sonos:

Colleen Decourcy became CMO with a remit to rebuild trust post-app issues and drive the future of AI-enabled home audio.

‍Q1 implication: Major reviews across creative, brand, experiential and interface partners.

🔥 Another 20 moves to track carefully heading into 2026

These brands show the strongest signals of early-2026 buying intent based on leadership arrival, category momentum and strategic reset.

• Novo Nordisk – Edward Cinca, SVP Marketing
• Samsung Electronics America – Keena Grigsby, CMO & VP
• S&P Global – Virginia Ford-Young, Chief Marketing Officer
• The Body Shop – Victor Sabbe, Chief Marketing Officer
• Veeam Software – Allison Cerra, Chief Marketing Officer
• Octopus Energy – Ina Andrea Stridde, Marketing Director
• General Motors (Canada) – Lauren Macdonald, Chief Marketing Officer
• Accor – Mojca Lozar, VP Marketing MEA/APAC
• SAP – Ray Page, Chief Brand & Creative Officer
• Lenovo – Stephanie Hofmann, Global CMO Ecommerce
• Bacardi – Lisa Jazwinski, Global VP Marketing Strategy & Operations
• Pret A Manger – Matthew Bresnahan, Chief Marketing Officer
• Kraft Heinz – Kyle Karim, Marketing Director Innovation & Portfolio Growth
• The LEGO Group – Helle From, Marketing Director Boys & Girls
• Mastercard – Maximilian Floegel, VP Marketing Communications DACH
• Kyndryl – Julia Selkovenko, VP Marketing, Media & Industry Partnerships
• Nestlé Purina PetCare Europe – Elisa Riboldi, CMO & Head of Vet Unit
• SharkNinja – Anke Binder, VP Marketing Central Europe
• Ricoh Europe – Evelyn Truter, Marketing Director EMEA
• Azzurri Group – Corinne Prior, Marketing Director

The 2026 New Business Outlook

Analysts are widely predicting that marketing budgets in both the UK and US are expected to grow steadily into 2026, even as economic pressure forces marketers to be more selective and ROI-driven.

But growth comes with pressure and marketers must justify every pound and dollar. Boards will be demanding ROI, efficiency and clearer measurement.

This means marketing teams will:

• Review existing partners and cut underperforming suppliers
• Shift spend into digital channels, retail media, online video and AI-enabled workflows
• Invest heavily in brand
• Prioritise CX, personalisation, CRM and lifecycle marketing
• Adopt AI to scale content, insight and productivity

And crucially: New CMOs in Q4 will drive the most aggressive changes, because they’re expected to make an impact within their first 90 days.

Access Every Q4 Marketer and Get Ahead

Honch is the only platform that tracks every senior marketing appointment as it happens - including every CMO, VP, Director and Head of Marketing who moved in Q4.

Inside Honch, you can access:

• Every new CMO and marketing leader starting in Q4 2025
• Brand profiles, current marketing activity and spend signals
• AI agents that instantly analyse each company and write tailored approaches
• The full list of 100 Power Moves shaping 2026 budgets

If you want to outperform in 2026, you need more than static data - you need modern movement intelligence.

Honch shows you who moved, when they moved and what it means for your pipeline, so you can reach buyers while budgets are still being set.

Log in today and get ahead of the market.