"CMO of the Year 2025": Jury insights on the selection of the finalists
The finalists for Switzerland’s most prestigious marketing award have been announced. In an exclusive video, the jury members offer a first look at the decision-making process.
The title «CMO of the Year» deliberately focuses not on companies or brands—but on people. The award honors an individual who is the driving force behind a successful brand and has a visible impact on marketing in Switzerland. The award underscores the strategic importance of the CMO role in the Swiss economy and honors those who build and develop brands and navigate them through challenging market phases. At the same time, the award sets an example for the entire industry—and for its next generation of leaders.
A structured selection process with depth
The selection process follows a structured procedure: Potential candidates are nominated by the jury. The Institute for Marketing & Customer Insight at the University of St. Gallen, led by Prof. Dr. Sven Reinecke, then analyzes the nominations and compiles a longlist along with candidate dossiers. This results in a shortlist of individuals—the outcome of in-depth deliberations within the jury. The winner is selected during the final jury meeting.
Modern Requirements for the CMO Role
The selection criteria reflect the current understanding of the CMO’s role. We are looking for leaders who think strategically, boldly break new ground, and consistently prioritize the customer. Those on the shortlist stand out for their entrepreneurial success, strong leadership, innovative spirit, and commitment to sustainability. They are expected to make a contribution that goes beyond day-to-day business—for example, by shaping future-proof brands or embedding purpose and values within the company.
Intense jury debate with a strong outcome
The selection committee consists of 24 experts from the fields of business, academia, media, human resources consulting, and marketing. Their experience ensures the depth of the discussion and the soundness of the decision. This year’s meeting was intense and marked by multifaceted debates. The jury emphasized the high quality of the nominations—which made the search for the ideal match particularly challenging. This made the satisfaction with the result all the greater.
Bringing such personalities onto the stage sends a strong signal. Especially in a complex, fast-paced market environment, we need CMOs who shape change and lead brands in a way that ensures their future success. The award highlights these achievements—and gives them the stage they deserve. The winner will be announced during an exclusive gala evening in August. The event, attended by approximately 100 to 120 C-level guests, will feature not only the awards ceremony but also an inspiring keynote address and the presentation of the nominees.
