CMO of the Year 2026: Top Secret in the Jury Room and 6 Finalists

The finalists for the «CMO of the Year» award have been announced. The selection process is deliberately designed in two stages. First, jury members evaluate the candidates independently of one another. Only in a second step are the evaluations brought together, scrutinized, and consolidated in a joint meeting. It is precisely this exchange that makes the judging process particularly exciting year after year.

After all, this award—which is significant for the entire industry—is ultimately about far more than campaigns, brand awareness, or financial results. In the jury room, 18 experienced professionals spent several hours discussing a question that is currently on the minds of many marketing executives: What defines successful marketing leadership in an era when technologies, markets, and customer expectations are all changing at the same time?

What's the most difficult task at the company?

When the «CMO of the Year» jury met for its final session at Admeira in Zurich, it quickly became clear why the discussions had been particularly intense this year. Artificial intelligence is transforming processes and business models. Media consumption is becoming increasingly fragmented. Customers expect relevance and a clear stance, along with attractive prices. Added to this are economic uncertainties, increasing pressure to improve efficiency, and the challenge of balancing short-term results with long-term brand-building.

The «CMO of the Year» award deliberately focuses not primarily on companies or brands, but on the people behind them. It honors an individual who thinks strategically, drives change, and has a lasting impact on their organization. It is precisely during challenging market conditions that the difference strong marketing leadership can make becomes evident.

«Well, this year the discussion has been quite a bit more intense than last year,» said juror Jan Bohe after the meeting.

In fact, the jury repeatedly found itself navigating the tensions that many marketing executives face today. How much weight should be given to short-term successes versus long-term brand-building? How much emphasis should be placed on brand personality—and how much on the company’s performance? And how can innovation, customer focus, and economic success even be compared with one another?

Prof. Dr. Sven Reinecke summed up this challenge as follows: «It always comes down to these two issues: We want to honor an individual […], but on the other hand, the company […] must also be successful. And then, of course, there are always these two opposing factors: Is it a long-term marketing strategy that’s been successful, or is it something that was just trending last year and made a big impact […]?»

Seven Criteria for Modern Marketing Leadership

The judging process is based on a structured selection procedure. The Institute for Marketing & Customer Insight at the University of St. Gallen compiles detailed dossiers on all candidates. The evaluation goes far beyond traditional marketing metrics. The focus is on individuals who have a lasting impact on companies and brands through economic success, credible leadership, innovative strength, and customer focus. Topics such as purpose, diversity, and sustainability are also factored into the evaluation. We are looking for people who not only oversee campaigns but also provide direction, drive change, and give their companies long-term momentum.

Between Strategy and Implementation

Yaël Meier also joined the jury this year as a new member. Her focus was particularly on the practical implementation of marketing efforts: «There are a lot of different factors at play, but of course one of them is the marketing activities that this person was responsible for over the past year. And, of course, a lot has happened in the Swiss marketing landscape.»

In addition to performance metrics and strategic direction, personal qualities also played an important role. «I think it's someone who needs to have some rough edges so they can assert themselves internally with an idea or a campaign—and do so over the long term,» said Roland Ehrler.

For Christoph Theler, what ultimately matters is the impact on the audience: «A good campaign is nice, but if it makes a difference in the end—if it touches customers» hearts—then it's a success."

The Six Nominees for 2026 

Through a careful and dedicated selection process, the jury selected six individuals for this year’s shortlist. They exemplify the various ways in which brands can be successfully managed and developed today.

Veronika Elsener, Victorinox

Veronika Elsener is consistently driving the evolution of the long-established Victorinox brand. She combines iconic Swiss identity with international brand management and a deep understanding of different markets and customer segments.

Andrea Hänggi, Lindt & Sprüngli

Andrea Hänggi combines the appeal of a traditional brand with a rapid pace of innovation. Through new product ideas, cultural relevance, and a consistent focus on the customer experience, she ensures that Lindt & Sprüngli remains relevant to younger target audiences as well.

Antonia Lepore, AXA Switzerland

Antonia Lepore positions AXA as a modern, socially responsible brand. In doing so, she combines customer experience, sponsorship, and storytelling into a brand strategy that goes beyond traditional insurance advertising.

Jens Plath, TWINT

Jens Plath played a pivotal role in shaping TWINT’s development into Switzerland’s leading payment app. Under his leadership, the brand evolved far beyond its original function to become a digital ecosystem that plays a significant role in consumers’ daily lives.

Roman Reichelt, Brack

Roman Reichelt is driving Brack’s transformation into an emotionally resonant consumer brand. Rebranding, community building, and the transparent use of generative AI are among the key focuses of his work.

Raphael Werner, Denner

Raphael Werner shapes Denner’s brand management with eye-catching communications that are deeply rooted in everyday Swiss life. Through humor, self-deprecating wit, and high brand recognition, he succeeds in clearly positioning the brand in the highly competitive retail sector.

In-depth profiles will follow

The six nominees will be announced shortly here at m&k as well as on the platforms of the sponsoring companies. We plan to feature short video profiles that offer insights into the nominees’ personalities, their work styles, and their perspectives on modern marketing.

The winner of the «CMO of the Year 2026» title will be announced on August 20. To mark the award’s fifth anniversary, the awards ceremony will take place for the first time at LaSalle in Zurich. Baschi will add a special personal touch: In a spotlight session, he’ll share insights into his background, his professional life, and the experiences that have shaped him as an artist and public figure.