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CMO Signal is a weekly briefing for senior marketers ready to decode the shifts, signals and leaders shaping modern marketing in order to crystallize their leadership style, build unshakeable visibility, and maximize their career equity.
This week:
We decode a Storyteller at Sonos
Explore Cadbury’s campaign with Swarovksi
A CMO shift at Accenture, and more
Let’s track the signals.
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
Archetype In Action
Colleen DeCourcy, CMO, Sonos
Archetype in Action is a weekly profile series featuring senior marketing leaders at the cutting edge of the industry. We build some profiles from public records and others are featured interviews. If you’d like to be featured, introduce yourself here.
Colleen DeCourcy spent nine years as global president and chief creative officer of Wieden+Kennedy, where her agency produced Nike's 2019 "Dream Crazy" campaign with Colin Kaepernick, an Emmy winner and one of the most talked-about ads of the decade. She left W+K, announced her retirement from advertising, then returned within six months to become chief creative officer at Snap, and she recently joined Sonos as Chief Marketing Officer in January 2026.
DeCourcy evolved Sonos's marketing division in April 2026, shortening the chain between brand strategy and execution. That work produced "Love the Sound. Feel the System," a new global campaign that launched recently, anchored by a major media presence in New York City. The campaign repositions Sonos around its whole-home system instead of individual speakers, and folds in the new Sonos Ace Ultra headphones as part of that same system rather than as a standalone launch. "Great sound doesn't just fill a room," DeCourcy said. "It changes how a home, and the people in it, feel."
Colleen DeCourcy is a Storyteller, someone who builds growth by making people feel something about a brand rather than by listing what it does or competing on spec.
Quick refresher: Storyteller marketers build brand meaning through narrative arcs and is not afraid to share their own personal story as part of how they lead and shape the brand story. The Storyteller archetype is one of eight CMO Signal Marketing Leadership Archetypes. Subscribe for more.
"Great sound doesn't just fill a room. It changes how a home, and the people in it, feel."
What’s next: Keep reading for six marketing signals you should be tracking this week.
Image courtesy of Cadbury
6 Signals
AI & Tech: The CMO job has expanded with responsibility for deciding how machine execution and human judgement coexist to drive customer engagement and trust. (Forbes)
By the Numbers: 82% of leaders expected to use digital labor to expand workforce capacity within 12 to 18 months. (Microsoft)
CMO Shifts: Emma Chalwin has been named Chief Marketing Officer at Accenture reporting to Accenture Chair and CEO Julie Sweet. Chalwin joins Accenture from Workday, Inc., where she was Chief Marketing Officer with responsibility for building the brand and driving customer demand in markets around the world. Prior to Workday, she held senior marketing leadership roles at Salesforce, Adobe, McAfee, and Macrovision. (Accenture)
Creative Campaign of the Week: Cadbury is making a major U.S. push for its “There Magic in More’’ platform pairing a Swarovski crystal-studded Cadbury Clutch with fashion brand Luar and a comedy series to turn its message of generosity into culture. The campaign is a smart example of how brands can stretch one core idea across fashion, entertainment, social content and experiential marketing to drive attention and engagement. (Marketing Dive)
Creator Capital: The Aeropostale Intern Diaries follows Deja Clark on a six-part social mini series in which Clark gets a job as a summer intern with the brand. The series follows Clark’s experience inside the brand’s offices in New York and gives the mall brand an opportunity to appeal to younger customers with inside jokes and generational banter. (Brand Innovators)
Offline: CMO Signal attended Decoding Desire in the Age of AI. Here are the top signals from the event: (Brand Innovators)
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