January is a game-changing month for marketing decision-makers. With new CMOs, marketing directors, and budget resets, brands are making key strategic decisions that will shape the year ahead. At Honch, we track every marketing move in real time—helping agencies, martech companies, and new business teams engage the right people at the right moment.

This month, 3,161 new marketing decision-makers have stepped into leadership roles, bringing fresh priorities, new strategies, and potential supplier reviews. Key appointments include:

• Berna Berkmen Sozutek, Marketing Planning & Performance Director – LEGO
• Steven Taylor, CMO – McArthurGlen
• Caroline Brown, Group Marketing & Comms Director – DK
• Aadil Choudhury, Brand Director UK – Montblanc
• Tim Anderson, Brand & Marketing Director – OCR
• Daniel Reid, Marketing Director – The Access Group

For agencies and marketing tech providers, this presents a huge opportunity to build relationships before decisions on suppliers and strategies are finalized.

2,280 Promotions: Fresh Influence on Marketing Budgets

Alongside new hires, 2,280 marketers have been promoted this month, meaning they now hold greater influence over budgets, campaigns, and partnerships. Notable promotions include:

• Sarah Williams, CMO – Simon-Kucher
• Vicky Grover, Global Marketing Director – Korn Ferry
• James Kelly, Director, eCommerce EMEA – Fender
• Lisa Melarkey, Director of Marketing – Aer Lingus
• Clare Burton, Marketing & Comms Director – BCG (UK, Netherlands & Belgium)
• Guido Gardini, Marketing Director – MTV
• Ines Saied, International Marketing Director – Jazz Pharmaceuticals

Fresh Budgets and New Investment Opportunities

January isn’t just about new marketing leadership—it’s also when budgets reset, making now the best time to engage potential buyers. In addition, 119 companies have received fresh funding, fueling new marketing opportunities. Some of the biggest rounds include:

• 9Fin – £40 million
• Lawhive – £32 million
• Oxford Flow – £20 million
• Themis – £7.25 million

These businesses are primed for growth and will be looking for new marketing solutions, platforms, and agency support.

Hiring Growth Signals Bigger Marketing Ambitions

Companies increasing headcount are also investing in marketing, creating fresh opportunities for martech providers and agencies. Brands currently scaling include:

• Forseven
• AON
• EG On The Move
• Voly Group
• Temu

Key Trends Shaping Marketing in 2024

Beyond leadership changes, social signals reveal what marketing teams are focused on right now:

• 290 new product launches from brands including MOTH Drinks, THIS, and Uniguest
• 250 companies expanding internationally, such as Hertility, Next, and Pod Point
• 656 companies prioritizing customer reviews, including Paris Smith, Just Clear, and Go-Pak

For marketers and agencies, aligning outreach with these trends ensures messaging resonates with decision-makers in the moment.

Honch Tracks Marketing Decision-Makers Every Month

January is a huge month for marketing changes, but this shift happens every month. New appointments, promotions, and market trends continuously create fresh opportunities for engagement.

At Honch, we track every move in real time, giving marketing teams and new business leaders the insights they need to reach the right buyers at the right time.

Want to stay ahead of the competition? Let’s talk.

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