How Edithann Ramey Learned to Lead Through Outcomes
Executive: Edithann Ramey, Chief Marketing OfficerCompany: Ruby TuesdayIndustry: Casual dining restaurantsCompany Snapshot: A legacy casual-dining brand focused on earning “reconsideration” and reconnecting with guests through what people already love about itFormat: CMO Journeys Interview Why It Matters Edithann Ramey planned to be a lawyer, not a marketer. But her career pulled her toward a harder question: how do you communicate in a way that makes people act? She has led businesses where success is simple to judge—you drive traffic, or you don’t. For agencies, her perspective is useful because she has lived the agency side and the client side, and she is clear about what partnership really means. Their Path, in Short Edithann grew up in San Juan, then went to school in Michigan and Boston. She studied political science and wanted to become a First Amendment lawyer. Then her aunt, who worked in public relations, opened her eyes to a different kind of influence. Edithann was drawn to PR work, especially crisis. She switched paths, earned a graduate degree in communications in Boston with a focus on crisis, and started at an agency. Her clients were marketers. That taught her that PR is only one piece of a bigger marketing strategy. Edithann realized she wanted to be responsible for outcomes—“big results,” whether that meant sales, traffic, or profit. So she pivoted into local restaurant marketing at Pizza Hut, and she says she fell in love with the business. When I asked what chapter shaped how she leads today, she pointed to her experiences at Chili’s: a more senior role, a team to lead, and pressure to deliver efficiently while still being creative. She learned what kind of leader she wanted to be and how to deliver results. Big Themes From the Conversation Edithann keeps returning to how the metric changes the job. Messaging has one type of result. Traffic has another. She said you can be “very efficient at communicating,” but if you do not drive people in, you are not successful. Moving into growth roles meant “unlearning what success looks like” and rebuilding her work around outcomes. She also described leadership as adaptation. She listens to what people need in order to succeed, then adjusts her style to match. She summed it up simply: “being the boss that they want me to be versus the boss that I wish I had.” And she has a sharp view of focus. She told a story about a boss giving her a tough review: her execution was flawless, but the goals were missed. The lesson was direct—activity is not the same as the right result. A mentor gave her the phrase she still uses: stick to the “big rocks.” Watch CMO Journeys Interview How They Choose the Right Agency Partners Edithann’s agency perspective starts with experience. She began her career in an agency, and she says that shaped her appreciation for what agencies do. Today, she describes her corporate team as “small and mighty,” and she relies on outside partners to help bring the work to life. In her words, any agency that works with her is part of the team. When I asked what makes a great agency-client relationship, she started with availability. Because the brands she works on operate “24 seven,” she values partners who can help when the business demands it. She has worked with agencies that are nine-to-five, and she respects that, but she appreciates agencies that can engage outside normal hours when urgent changes hit. Next is nimbleness. She has seen agency systems so complicated that changing media requires “10 steps” and too much lead time. For her, that does not work. She needs processes that move quickly and teams that can pivot and brainstorm as messages change. Then she described true partnership in a way that is easy to recognize. The best agencies, she said, get her sales reports and call her before she has even had time to look, asking, “What happened today and how can we help you make it better?” On structure, she said she has historically had more success with specialized agencies than with full-service. She has also seen specialized partners collaborate directly, so work moves forward without the client having to referee every detail. If there is one thing she fears most when hiring a new agency, it is transition. She described the “gap of the early days,” when the celebration ends and the real learning begins. Creative partners need more than brand guidelines; they need to learn how the brand thinks. Media transitions can be stressful, too, because switching systems and platforms can create disruption. She appreciates agencies that come with a clear transition process and acknowledge the handoff is not easy. She also offered a grounded take on AI: she prefers a hybrid model. Agencies create the core assets, and AI helps her move faster by refreshing elements like copy, messaging, and offer details. Finally, her advice to agencies trying to break through was blunt: respect the time. “We have very little time,” she said. She pays attention when an agency sends something quick and easy to absorb—a short case study and clear information about what they do—instead of pushing long meeting chains. She also encouraged agencies to show up where marketers already gather, because a real conversation builds trust. What Stood Out What stood out to me was how Edithann pairs warmth with accountability. She talks about leadership as a chance to positively influence people’s lives. And she also holds a firm standard: flawless execution does not matter if the goals are missed. That blend explains what she values—in herself, in her team, and in the agency partners she chooses. Inside Scoop This article focuses on the journey, the leadership philosophy, and how this CMO works with agency partners. To access the exclusive analysis, including priorities, initiatives, and opportunities, become a NextBigWin Pro member.
CMO Moves – Week of March 9, 2026
Highlights Chris Curtin named Chief Marketing Officer at USAA USAA is a financial services company. The appointment puts a veteran operator in the top marketing seat effective March 2. It also places oversight of a large sponsorship and marketing platform under a leader whose background spans retail, banking, payments, tech, and entertainment brands. Agency lens: The mandate points to brand strategy, sponsorship activation, digital marketing, and integrated campaign… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
M&A Signals – Deals Announced Through March 4, 2026
Highlights Rosebank Industries acquired CPM Holdings — Deal value: $3.25B Rosebank Industries is a publicly listed industrials group. CPM Holdings builds equipment and engineered systems used across processing and industrial end markets. The deal combines CPM with MW Components under new ownership, with leadership framing it as a “next phase of growth” for both platforms. For agencies, that usually means a higher volume of change communications as the combine… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Funding Signals – Activity Through March 3, 2026
Highlights MatX raised $500M (Series B) led by Jane Street and Situational Awareness MatX is building AI training chips aimed at outperforming Nvidia GPUs for training large language models. The new funding is slated to help MatX manufacture its processors with TSMC. The company plans to start shipping chips in 2027, which signals a long runway of product build, partner coordination, and market education. Agency lens: Expect heavy emphasis on technical storyt… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Riverside County Transportation Commission Wants On-Call Outreach Team for Rail Safety, Schools, and Metrolink Promotions
At a Glance Buyer: Riverside County Transportation Commission (RCTC) Industry: Public transportation/government agency Location/markets: Riverside County, California Primary scope: On-call public outreach and marketing services for RCTC’s Rail Program (rail safety education + Metrolink marketing) Key deliverables/channels: Bilingual (English/Spanish) outreach plans; K-12/college presentations; community events; social/email; printed collateral; videos/photo; toolkits; campa… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Dutchess Community College Seeks Paid Social + Web Support Partner ($150K–$300K Est. Annual)
At a Glance Buyer: Dutchess Community College Industry: Higher Education (Community College) Location/markets: Poughkeepsie, New York Primary scope: Paid social media advertising and web/digital support services Key deliverables/channels: Strategy, campaign build/management, optimization, reporting/analytics, conversion tracking, landing page + UX support; platforms may include Meta, Google Ads/YouTube, LinkedIn, and others Budget: Estimated annual expenditures of ~$150,000… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Texas Comptroller of Public Accounts Hiring Full-Service Integrated Advertising Partner for Statewide Campaigns
At a Glance Buyer: Texas Comptroller of Public Accounts (CPA) Industry: Government/Public Sector (Unclaimed Property Program) Location/markets: Texas (statewide) Primary scope: Integrated advertising services (media planning, production support, placement/buying), plus branding and event services Key deliverables/channels: Media strategy/plan/buying plan; broadcast, newspaper, digital, social, out-of-home; experiential events and sponsorship activations; reporting/KPIs; supp… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Virginia Military Institute PR Partner Search With Multi-Year Term Through 2030
At a Glance Buyer: Virginia Military Institute (VMI) Industry: Higher education (public military college) Location/markets: Lexington, Virginia; local and national media Primary scope: Public relations services (strategic comms, media relations, crisis/reputation) Key deliverables/channels: Messaging and comms plans; media relations; crisis/reputation support; content/thought leadership; influencer/social support; KPI reporting Budget: Not specified Contract type/term: Fixed price; date of award through 30 Jun, 2030, with five successive one-year renewals thereafter Key dates: Proposal deadline: 19 Mar, 2026, at 2:00 PM EST Eligibility/must-haves: Demonstrated PR experience (writing/editing/research, strategic comms); rapid-response media support; crisis/reputation management capability; submit via eVA; provide required forms, including COI and SWaM subcontracting plan (as applicable) Why This Could Be Interesting Virginia Military Institute (VMI) is seeking a public relations partner to support strategic communications for a high-visibility, public higher-education institution with a longstanding statewide profile. The scope centers on core PR: strategic counsel and messaging, local and national media relations, crisis and reputation management, content and thought leadership, influencer/social support, and measurement tied to KPIs. This reads like an always-on communications partner, not a single campaign. The standout signal is duration. The base contract runs from award through June 30, 2030, with additional one-year renewals available after that—creating the potential for a long relationship if performance is strong. Best suited for PR agencies with strong crisis comms, media relations depth, and disciplined governance in public-sector environments. Proposal deadline: 19 March, 2026, at 2:00 PM EST Download the full RFP here.
CMO Moves – Week of March 2, 2026
Highlights Meghan Mitchell-Marks named Chief Marketing Officer at Axonius Axonius is an asset intelligence platform for unified security operations and exposure management. The company is positioning this hire as part of a unified GTM push to fuel its next phase of growth. It also points to record business momentum and two of its strongest quarters as the backdrop for scaling demand. Agency lens: Expect emphasis on category positioning, brand strategy, product marke… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
How Tristan Pineiro Leads With Culture, Not Just Metrics
Executive: Tristan Pineiro, Chief Marketing Officer Company: Grindr Industry: LGBTQ+ social app (freemium, ads + subscriptions) Company Snapshot: A global, location-based app serving millions, operating in 190 countries with a lean team of under 200 people; also an advertising platform and a publicly listed company. Format: CMO Journeys Interview Why It Matters Tristan Pineiro came to marketing through language, culture, and communications—and it shows. As CMO of Grindr, he’s shaping a brand that sits at the intersection of community and culture. For agencies, his viewpoint is simple: surface-level gestures don’t work here. Understanding and trust do. Their Path, in Short Tristan grew up on Menorca, a small Spanish island in the Mediterranean, and lived there with his family until he was 14. His father was a self-made man, a chef, and ran a restaurant. Tristan describes a clear expectation: stay and follow that path. But he didn’t. He says he rebelled against that future. Because his mom is English, he was able to move to the UK and live with family there. At university, he studied linguistics with languages and also studied French drama. He calls it “artsy,” but it trained him to pay attention to how words carry meaning and identity. That led him into communications and then into marketing. He says it’s rare for “comms people to make it to CMO,” and he’s glad the industry is moving toward what he’s believed for a long time: story, engagement, and entertainment belong closer to the center of modern marketing. Outside class, he stayed close to the world he cared about. He talks about promoting underground queer clubs in Manchester while he was at university. It gave him a front-row seat to how communities form. He also tells a story that became a personal lesson in brand. As a teenager, he worked in a fashion store that wasn’t doing well. The store closed for a refurbishment, then reopened with a new look and a new name. The clothes were the same—only the labels changed. Suddenly, there were lines around the block. For Tristan, it proved that perception can change everything. Big Themes From the Conversation As a kid, Tristan was obsessed with TV ads—he memorized them and repeated them. He was learning what sticks: a clear idea, a feeling, and the right delivery. He keeps returning to emotion. Rational arguments are everywhere. The harder work is making people feel something—and doing it in a way that doesn’t talk down to them. He’s also realistic about attention. He says traditional campaigns “don’t get cut through anymore,” because you have seconds to capture people before they scroll by, flip the channel, or tune out. That’s why he keeps pushing one habit: think about your audience constantly. Watch CMO Journeys Interview How They Choose the Right Agency Partners When I asked Tristan about agencies, he didn’t frame them as “support.” He framed them as relationship work. He says working in an agency makes you a better client. Otherwise, he says, client relationships can start with a suspicion that the agency is trying “to get your money for the least possible amount of work.” But from the agency side, he’s seen the opposite: you want to do the best possible work, deliver, and make work your team is proud of. So his partnership philosophy is built around closeness. He talks about “inviting your agency into your brand” so they can see behind the curtain—who’s who, what the goals are, and how the business actually works. Otherwise, agencies get the final output of a long internal process with none of the context. He even calls that internal process the “sausage factory.” If agencies don’t understand how the sausage got made, their work will miss the mark. He’s also clear about what not to do. Agencies can challenge a brief, and sometimes they should—but he’s seen it go wrong when the challenge comes without understanding the journey that led there. The best agencies, in his view, ask smart questions, learn the context, and push in a way that feels aligned. That alignment matters at Grindr because the brand is tied to a real community. Tristan says the internal team knows the audience and community extremely well, and many team members are part of the community or strong allies. The company is lean—under 200 people—so the team stays hands-on. They work with agencies and freelancers, but the internal team remains close to the story. He points to content published on social and inside the app, including Grindr Presents. He mentions a podcast called “Who’s the Asshole,” which faces an honest reality of platforms: bad behavior exists, and moderation isn’t perfect. He also mentions a travel series that reflects how people use the app while traveling—not only to connect, but also to find information like venues and safety. Then there’s the question agencies always want answered: how do you prove you understand queer culture? Tristan’s answer is blunt: people get it wrong all the time. He’s seen proposals loaded with “yass,” sparkles, and rainbows—signals that may be meant as supportive, but land as shallow. His point is: don’t fake fluency. Queer culture is broad and nuanced, and the audience will tell you when you missed it. Finally, he values perspective. Grindr works with agencies around the world. He mentions a Spanish agency, Neurads, that helps produce the travel series. Different voices, different lenses—those inputs make the work stronger. What Stood Out What stood out most was Tristan’s consistency. Whether he’s talking about childhood ad obsession, a relabeled fashion store, or the realities of attention, he keeps returning to the same filter: be interesting, be honest, and respect the audience. Underneath that is a quiet standard for partners: don’t perform understanding—do the work to earn it. Inside Scoop This article focuses on the journey, the leadership philosophy, and how this CMO works with agency partners. To access the exclusive analysis, including priorities, initiatives, and opportunities, become a Next Big Win Pro member.