May 2025 brought another significant wave of leadership changes, strategic moves, and funding rounds that signal substantial opportunities for agencies and tech providers to engage with new decision-makers. Honch tracked over 9,000 new marketer hires, over 700 CEO appointments, and identified thousands of companies undergoing strategic transformations.

Over 9,000 Marketing Movers

In May alone, 9,612 marketers stepped into new roles, including major hires at global brands. Among the headline appointments:

• Under Armour: Matt Dornic, Chief Communications Officer
• ‍Greenhouse Software - Kevin Ryan, Senior Director, EMEA Marketing
• ‍BMG Money: Dustin Porter, Chief Marketing Officer‍
• ‍CBRE - Joy Christodoulides, Marketing Director - Sustainability
• Purplebricks - Anoushka Grover, Chief Marketing Officer
• SharkNinja: Kleona Mack, Chief Marketing Officer – Beauty
• Athletico: Dan Smith, Vice President Marketing
• MilkShake Factory: Micah Paul Keith, Vice President of Marketing‍
• Blockchain.com - James Maddison, Global Marketing Director
• STARK: Johanna Kohr, Chief Marketing Officer
• Love's Travel Stops: Patrick McLean, Chief Marketing Officer
• Paragon Global Brands - Gail van Dijk, Global Marketing Director

Promotions Shaping Strategic Directions

A total of 4,006 marketing promotions were recorded, with senior moves reshaping strategies at global companies:

• PepsiCo: Gustavo Reyna, Vice President, Marketing.
• The Goodyear Tire & Rubber Company: Doug Grassian, VP – Global External Communications, Social Media and Partnerships.
• Caesars Entertainment: Avetis Mazmanyan, VP Marketing Analytics.
• Mars: Sarah Doyle, VP, Global Corporate Communications, Science & Diagnostics.
• Nationwide: Jim McCoy, Vice President Sports Marketing, Print & Promotions.
• PGA Tour: Sean Halbmaier, VP, Marketing Operations.
• Image Skincare: Lesli Goodman, Vice President, Brand Experience and Strategic Initiatives.
• ServiceTitan: Tenny Andriassian, Vice President of Corporate Marketing.

CEO Changes Redefining Strategy

CEO transitions across major brands will likely drive significant strategic pivots, notably:

• Caterpillar: Joe Creed, the new CEO, prioritises digital transformation and sustainable innovations.
• Herbalife: Stephan Gratziani aims to modernise distributor engagement and digital marketing platforms.
• Europcar Mobility Group: Sebastian Birkel takes charge, signaling a strong push towards digital and sustainable fleet management.
• Triodos Bank: Mark Clayton steps in, reaffirming focus on ethical finance and sustainability.
• Sitecore: Eric Stine moves up as CEO, driving AI-driven digital customer experiences.

Strategic Opportunities and Key Discussions

Several sectors revealed vibrant strategic activity:

• Sustainability Focus: Over 8,600 brands were active in ESG and sustainability conversations.
• Sponsorship Buzz: More than 8,500 companies globally are currently discussing sponsorships.
• International Growth: Nearly 500 companies are prioritising new international market expansion.
• Headcount Growth: Significant employee growth noted among EU and US companies, notably with 1,700 companies hiring junior marketing roles.

Notable Funding and Expansion Moves

Companies securing recent funding, creating ripe opportunities for strategic partnerships, include:

• Over 8,500 global brands actively engaged in sponsorship dialogues, events, and strategic partnerships.
• Approximately 500 companies across the US and UK actively discussed international market expansion, highlighting opportunities for global sponsorships.

Standout New Lists for May

Fresh, highly actionable lists from Honch this month include:

• Cybersecurity Brands
• ‍Wine Producers
• ‍Every 2024/2025 Premier League Sponsor
• ‍Water Brands
• ‍Tyre Companies
• ‍Gambling Brands

May’s strategic shake-ups underline the ongoing opportunities for marketing tech providers, agencies, and consultancies to connect at the perfect moment.

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