In today’s turbulent global landscape, bold marketing leadership isn’t a luxury—it’s a necessity. Six weeks ago, the IMF’s World Uncertainty Index hit its third-highest mark since 2008, trailing only the financial crisis and the pandemic. Uncertainty is no longer a disruption—it’s the backdrop.
And in this climate, status quo marketing doesn’t cut it. Enter the entrepreneurial CMO.
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Now in its fourth year, Forbes’ Entrepreneurial CMO 50 honors marketing leaders who challenge assumptions, operate with agility, and balance bold experimentation with strategic precision. These are not CMOs driven by disruption for disruption’s sake. They know what to preserve and what to reinvent. They know when to act, when to listen, and how to learn—especially from failure. They embrace failure as fuel.
What sets them apart? They operate like founders—thinking in bets, moving fast, and stretching every dollar, regardless of budget size. They don’t wait for perfect conditions. They create momentum despite complexity, and they use creativity as a lever for growth.
Importantly, being a great CMO isn’t the same as being an entrepreneurial one. A great CMO prioritizes ruthlessly, channels resources into demand creation, and filters out distractions. But the entrepreneurial CMO goes further—thinking like a builder, activating new approaches, and turning strategy into action with precision and flair.
And context matters. Entrepreneurial thinking looks different across industries and geographies. What’s conventional for one company might be radical for another. That’s why Forbes judges each nominee through a nuanced lens—accounting for category norms, market dynamics, and business maturity.
This year’s list—the most geographically diverse to date—spotlights 50 marketing leaders selected from hundreds of open nominations, judged by a panel of peers, industry leaders, recruiters, alumni, and Forbes editors. And once someone is named to the list, they’re no longer eligible in future years. It’s a one-time recognition, making each year’s cohort a unique snapshot of marketing leadership.
The 2025 honourees span sectors from luxury to finance, entertainment to consumer goods. Names like Loewe, Four Seasons, Vans, Universal, RakBank, and Zip are represented. While the B2B/B2C divide continues to blur, B2C leaders dominate this year’s list—78%, up six points from 2024. Publicly traded companies still lead, though private firms now account for 28%—an 8-point increase. And 26% of honourees are based outside the U.S.—a 24% jump from last year—with the UK leading non-U.S. HQs.
Most companies represented are global players—88% market across borders. These marketers are shaping not just brand strategies, but cultural conversations. Many spoke candidly about challenging legacy ideas—not just in marketing tactics, but in redefining the CMO role itself.
Themes like “cultural relevance” and “agility” surfaced frequently. So did creator marketing, now a staple rather than a trend. Unsurprisingly, AI integration is top of mind for nearly every leader on the list.
Demographic shifts are worth noting. Women make up 56% of the 2025 list—down 12 percentage points from 2024. Twenty-two percent are people of color, a 10-point drop from the previous year.
And while terms like “owner’s mentality” and “intrapreneur” still pop up, they were mentioned less frequently than in prior years—perhaps because entrepreneurial action now speaks louder than buzzwords.As always, we believe the best way to learn is from those pushing boundaries. Explore the full list — and meet the 50 CMOs rethinking what’s possible.
