February might be the shortest month, but the marketing world moved quickly and here’s a quick rundown of the biggest shifts we tracked at Honch—along with key buying signals to help you tap into fresh opportunities.

New Marketing Leaders Reviewing Agencies & Tech Partners
In February, 3,092 senior marketing leaders joined US companies. These new hires are stepping into big roles, taking over existing supplier relationships, and preparing for reviews. This makes them prime targets for business development teams. Here are just a few key hires:

• Savage X Fenty – Kim Waterbury, VP Growth Marketing
• Microsoft – Charles Kha, VP Integrated Marketing
• Moderna – Amy Mahery, CMO
• Epic Games – Michael Stout, VP Marketing
• BD – Meera Gopalakrishnan, CMO

If you want to land more meetings, pitches and new clients in 2025, start building these new leaders into your nurture programs. Honch’s Playbooks can help you create content that speaks to them at every stage of their decision-making process.

First-Time Marketing Directors: The Ones to Watch
It’s not just new hires—February also saw 711 senior marketing promotions. These professionals might be new to their roles, but they're established in their companies and have just received bigger budgets and more decision-making power. Here are a few to keep an eye on:

• Citizens – Jaclyn Bingold Connolly, VP Comms
• H&M – John Ehrnst, CMO
• Bank of America – Trish Blessing, SVP Marketing

International Expansion
February also saw 179 brands with plans to expand globally, unlocking new opportunities for marketing providers. Some of the brands included:

• The Coffee Bean & Leaf
• ABC Fitness
• Slim Chickens

These brands are now in expansion mode, which means new opportunities for any business that can help them 📈.

Other Marketing Trends in February
Here are a few key topics that were trending in February:

• Sponsorship – 582 companies
• Sustainability Initiatives – 2,171 companies

This Happens Every Month—And Honch Tracks It All
These trends are just from February. Honch tracks these buying signals every day, helping you connect with marketing decision-makers in real-time that have a need for your services. If you want to stay ahead of the competition, we’d love to help.

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