Book a Demo

CMO MOVES

CMO Moves – Week of May 18, 2026

By: Christian Banach
on May 18, 2026

From consumer brands to enterprise AI, this week’s CMO moves point to new leadership mandates worth watching. Read the highlights and scan the full list of recent appointments agencies should track.

Highlights

Amy Martin Ziegenfuss named Chief Marketing Officer at Six Flags Entertainment Corporation
Six Flags is an entertainment company focused on experiential consumer businesses. The move comes as Six Flags sharpens its commercial strategy entering the 2026 summer season. Ziegenfuss brings travel and hospitality experience from Carnival Cruise Line and Hilton, with a track record tied to segmentation, measurement, brand consistency, and media efficiency.

Agency lens: This is a marketing leadership change with clear relevance to brand, customer engagement, media, and measurement. Agencies with experience in travel, hospitality, entertainment, or data-driven consumer marketing should pay attention.

Executive’s LinkedIn
Company website
Jamie Gersch named Chief Marketing Officer & EVP, Fanatics Commerce at Fanatics
Fanatics Commerce is the global direct-to-consumer fan apparel platform within Fanatics. The appointment consolidates brand, performance, and lifecycle marketing under one leader. Gersch brings major consumer retail experience from Rothy’s, Old Navy, and Gap, with the announcement pointing to long-term brand growth across sports, culture, and commerce.

Agency lens: The scope points directly to integrated consumer marketing across brand, performance, lifecycle, and customer engagement. Agencies with retail, sports, fandom, commerce, or performance creative depth may find this especially relevant.

Executive’s LinkedIn
Company website
Mimi Spier named Chief Marketing Officer at Certinia
Certinia helps services businesses improve operations, with a current focus on AI-powered services operations. Spier joins as the company doubles down on agentic AI following the launch of Veda, its AI engine for services operations. Her mandate includes telling that story, elevating the brand, and working with customers, partners, and analysts.

Agency lens: This is a clear B2B tech narrative and category-positioning moment. Agencies with experience in AI messaging, analyst relations, partner marketing, customer storytelling, or enterprise SaaS positioning may see relevant signals here.

Executive’s LinkedIn
Company website

All Appointments

The following is a complete list of CMO appointments and transitions tracked this week across industries.

 

CMO Moves are tracked weekly based on public announcements, filings, and market intelligence. Not every leadership change results in agency engagement, but historically, these moments often precede strategic reviews and realignment of partners.

Christian Banach
Christian Banach is the founder of NextBigWin and a leader in agency growth and business development, bringing over 20 years of experience. He serves on the 4A’s Expert Network and has helped holdco agencies, such as Energy BBDO, and independents win millions in new business from brands like Disney, Toyota, and Kohl’s.

From consumer brands to enterprise AI, this week’s CMO moves point to new leadership mandates worth watching. Read the highlights and scan the full list of recent appointments agencies should track.

  • 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