As per The 2025 Sprout Social Index™, nearly 75% of marketing executives assert that both organic and paid social media marketing are their organization’s primary focuses. However, a number of practitioners express doubts, facing challenges in obtaining the personnel and resources they require.
To become a marketing leader who comprehensively grasps the potential of social media, you require reliable inspiration and direction. We have compiled a selection of 11 marketing visionaries who are advancing into a new era of business—one where social media is prominently at the forefront.
Refer to this compilation whenever you seek a new viewpoint on developing a cutting-edge marketing strategy and tangible examples of a social-first approach.
Tulani André, VP of Social, National Geographic
Tulani André serves as the Vice President of Social Media at National Geographic, a brand with a staggering following of over 800 million on social networks. That’s correct.
National Geographic is undeniably a formidable entity in the media landscape. Their inaugural issue was published over a century ago, and they’ve maintained a fusion of a passion for nature and dialogue with a profound understanding of their readers to stimulate curiosity and inspire action.
André channels her enthusiasm for community building not only to enhance National Geographic’s follower count but to narrate captivating stories that engage their audience. This includes providing tips to sustain a healthy diet and sharing content about the everyday lives of snowy owls.
André holds that the coherence of National Geographic’s social content across various channels plays a role in their success, suggesting that nurturing a loyal, engaged community can outweigh mere follower counts. As she mentioned to Cat Anderson from Sprout Social during an episode of Social Creatures, “Maintaining relevance is our priority. We are dedicated to enhancing engagement and loyalty while reaching younger demographics.”
To keep up with André’s insights, connect with her on LinkedIn, seek her out at upcoming marketing events, and listen to her complete episode on Social Creatures for additional guidance on crafting a social-first legacy brand.
Leslie Berland, CMO, Verizon
Leslie Berland is the Chief Marketing Officer of Verizon, a legendary telecommunications firm recognized for its exceptional organic engagement in social media.
Verizon’s formula for success is grounded in daring creativity and ambitious initiatives while incorporating relatability and adaptability. They strategically engage with (and initiate) cultural moments on social media and forge new avenues for their brand.
Under Berland’s guidance, the social team enjoys the freedom to achieve new levels of creativity while relying on data-driven insights. Her social-first marketing perspective led to her recognition with a 2024 Adweek Marketing Vanguard Award. She consistently shares updates from her team’s latest marketing initiatives on LinkedIn, including IRL events, billboard campaigns, and influencer collaborations.
Stay updated with Berland’s activities by following her on LinkedIn and engaging with her thought leadership features.
Jo Boundy, CMO, Commonwealth Bank
Commonwealth Bank CMO Jo Boundy, with her diverse industry background, is a recurring speaker at South by Southwest Sydney and holds strong opinions about outdated advertising practices. As Boundy noted on social media, “Imagine if I told you that brands are wrongly approaching advertising? We must cease interrupting and begin entertaining.”
This perspective aligns with Commonwealth Bank’s approach towards entertainment and edutainment content. The bank is renowned for its sports marketing strategies, both online and in-person—including sponsorship of Australia’s women’s football team, the Matildas, and the 2023 FIFA Women’s World Cup.
CommBank, as they are affectionately known, has been recognized in the media as one of the top integrated advertisers in Australia. Under Boundy’s leadership, the organization has woven itself into the fabric of women’s sports in a manner unprecedented by any other brand. Engage with her to learn about using entertainment to strengthen brand communities both on social media and beyond.
Nicola Jones, Head of Digital & Social Media, Aldi UK
Aldi UK’s leader in Digital and Social Media, Nicola Jones, orchestrates one of the internet’s most entertaining personas, yielding some of the industry’s finest social ROI. The UK section of this global grocer recently clinched two 2024 Effie Awards for Social Media, one being for Sustained Success.
As Jones expressed in a recent post on LinkedIn, “These accolades signify the result of a clear, long-lasting sustainable strategy that’s been integral to our output. Although it may come across that we are merely here amusing folks (and yes, that might be true at times!), the reality is our social content has consistently yielded some of the highest ROI across Aldi’s marketing initiatives.”
As Jones hinted, the brand has perfected a zany persona on platforms such as X and Threads, charming audiences and seamlessly inserting themselves in trending discussions. Aldi UK is firmly established not just in digital culture, but also in the minds of their dedicated patrons and clients.
Though Jones has recently announced her departure from the company, you can stay informed about her upcoming ventures by following her on LinkedIn.
Nathan Jun Poekert, CMO, General Idea
Nathan Jun Poekert has gained prominence on LinkedIn with over 40,000 followers, recognized as an authority in organic, influencer, and paid social strategies.
Following his role as Head of Social, Content & Digital Innovation at American Eagle, he shifted to advising brands on their social strategies, establishing himself as a thought leader and creator. He transitioned his social expertise into the CMO role at General Idea, a brand agency responsible for pivotal fashion moments.
Even while juggling his new duties, Jun Poekert remains an active online personality and creator, discussing the philosophical and ethical dilemmas inherent in social media while guiding followers through the genuine best practices required for successful brand management.
To remain updated with Jun Poekert, follow him on social media and revisit our favorite webinars he participated in, such as Navigating Social in an Election Year and Under the Brand-fluence.
Todd Kaplan, CMO, Kraft Heinz North America
Todd Kaplan is the CMO of Kraft Heinz North America, ushering in a transformative phase for the brand in the digital sphere. According to Kaplan, “My leadership approach aims to help my team locate the ideal intersection of creativity and business objectives,” he stated in an interview with Adweek.
Kaplan has been acknowledged by Forbes and Business Insider as a leading CMO, even being dubbed a “Marketing Rockstar” by Rolling Stone. Kaplan’s extensive tenure at PepsiCo focused on enhancing and retaining cultural relevance. His transition to Kraft Heinz in 2024 represents a fresh decade for the time-honored brand, translating into an increased share of voice and heightened cultural prowess online.
On social platforms, Kraft brands like Kraft Mac & Cheese inject a unique social-first essence into their content, as seen in this how-to video demonstrating the right way to prepare their noodles. Kaplan has frequently stated in interviews his belief in balancing brand and performance marketing, which is evident as the team strives to ramp up their brand-building initiatives.
Keep track of Kaplan—well-known for his relaxed demeanor and loyalty to his favorite sports teams—on LinkedIn for updates from his latest media appearances.
Kikora Mason, VP of Community & Social Media, JP Morgan Chase
Kikora Mason holds the position of VP of Community and Social Media at JP Morgan Chase. This global financial services firm is 225 years old, yet continually seeks innovative ways to connect with and expand its community—a fundamental factor in its longevity.
In her capacity, Mason spearheads a team dedicated exclusively to social listening and community management. She conducts daily trend analyses while consistently seeking immediate engagement possibilities. During an interview regarding advancement in social media careers, Mason shared, “Understanding your target audience is crucial, and it’s vital to base your strategy on what resonates with them while meeting your goals.”
JP Morgan Chase, however, does not chase trends aimlessly or engage in a repetitive cycle of trend chasing. They apply a thoughtful approach, waiting for opportunities that resonate with their brand identity. Mason warned, “Inauthenticity is readily exposed on the internet.”
Connect with Mason on LinkedIn, where she offers insights from leadership panels and gives advice to emerging marketers.
Taylor Montgomery, CMO, Taco Bell
Taco Bell’s chief marketer Taylor Montgomery has led the brand’s marketing strategy during its most significant social media achievements—from recruiting Doja Cat to the reintroduction of Mexican Pizza. Montgomery advocates for marketers to approach social media like users do rather than brand representatives, a technique proving beneficial.
Under Montgomery’s guidance, the brand has consistently expanded, a growth attributed to Taco Bell’s bold digital marketing tactics.
On social media, the company generates excitement for its latest menu items and collections, celebrity and influencer collaborations, eliciting feelings of nostalgia and strong affinity.
To stay updated on Taco Bell’s marketing activities and to hear about his thought leadership interviews, follow Montgomery.
Scott Morris, CMO, Sprout Social
Sprout’s CMO Scott Morris is a notable marketing leader to watch (though we may be a bit biased). Under Morris’ leadership, Sprout has developed a comprehensive influencer marketing program, initiated a new digital launch event strategy, produced a “customer zero” content series, and attributed a record revenue to social initiatives.
Morris often encourages our social team to think outside conventional B2B marketing paradigms, underscoring his prowess in brand development.
On LinkedIn, he shares successes from our campaigns, new product releases, and insights concerning the importance of social media. Follow him there to remain updated, and explore his expanding collection of articles on our blog.
Josh Rangel, Senior Director of Social Media, Ogilvy
As Senior Director of Social Media at Ogilvy, Josh Rangel brings nearly two decades of social media expertise to his teams, creating award-winning campaigns for globally recognized brands.
Rangel is also part of our Index Council, a group of social marketers and thought leaders who helped refine our data for the 2025 Index report. He shared insights on how he advocates for better resources for social media in his interview: “Budget shouldn’t be a taboo topic. Use straightforward language that connects social media performance with business outcomes. Focus on: 1) presenting evidence, 2) positioning social as a space for experimentation and learning, and 3) articulating the cost of not being involved in the conversation.”
On LinkedIn, Rangel shares his experiences advocating for more resources, unveils the latest trends, and posts relatable memes that capture the industry’s sentiments, along with a perspective only social marketers truly understand.
Sarah Thomas, CMO, Caudalie
When Sarah Thomas embarked on her journey as the Social Media Manager at Caudalie Americas in 2020, few could have anticipated her rapid ascent to CMO in just four years. This trajectory underscores the significant role social media occupies at the heart of all marketing functions, and how career pathways will shift in response to social’s growth spurt.
On LinkedIn, Thomas shares notable marketing milestones and insights derived from social media that influence her new role, such as the necessity of reinventing one’s brand identity.
During her time as Social Media Manager, the brand gained significant traction with Gen Z, prominently featuring in numerous “get ready with me” videos across TikTok. In fact, one of their best-selling serums boasts a sales rate of one every 30 seconds.
This 30-year-old beauty brand has achieved a level of equity and loyalty comparable to that of newer brands, highlighting Thomas’s effective leadership in introducing Caudalie to fresh audiences and nurturing affinity. Connect with her on LinkedIn for insights into the future of this brand and her remarkable career journey.
Enhance your feed with insights from marketing leaders
These marketing pioneers are reshaping the role of social media within contemporary business strategies. From traditional brands embracing creativity to modern thinkers extending innovation, they provide motivation and practical lessons to guide your social-first expedition.
By engaging with their work and benefiting from their experiences, you can propel your growth and keep your marketing strategies ahead of the curve. Enrich your feed with their insights to remain attuned to the forefront of social media marketing.
For further information on establishing a compelling case for additional resources and plotting a career course dovetailed with the direction social is heading, consult The 2025 Sprout Social Index™.
The post 11 marketing leaders who prioritize social media first appeared on Sprout Social.
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