This is Rouch’s second year on ADWEEK’s CMOs to watch list.
In 2025, Rouch’s impact saw the AI challenger dive into mass marketing for ChatGPT and its other products. The company advertised in the Super Bowl earlier this year with a 60-second spot from Droga5 that recounted the history of human innovation, and targeted college students with a smaller campaign during final exam season.
In June, the exec took temporary leave following a breast cancer diagnosis, with former Facebook CMO Gary Briggs taking the marketing reins in the interim. Rouch returned in November, sharing the news that she was cancer-free.
In 2026, the former Coinbase CMO will need to build on the momentum around ChatGPT’s first big emotional ad campaign, which demonstrates how the AI chatbot is useful in relatable, daily moments.
In the coming year, Rouch will also help the business market blockbuster partnerships with Disney and Mattel, and continue to meet the challenge of building brand trust in a world still cautious of AI.
Marian Lee, CMO, Netflix
Netflix’s Marian Lee is also marking her second year on this list.
Lee’s marketing ethos, where culture is the “main character,” has put Netflix on the map as one of the buzziest and creative brands of 2025. In the last 12 months, the platform has launched IRL campaigns for surprise hit movie KPop Demon Hunters and brought brands like Gatorade into the Upside Down for the final season of Stranger Things.
It also opened the doors to two Netflix Houses in Dallas and Philadelphia, where fans can explore, taste, play, and shop their favorite shows, from Bridgerton to Money Heist.
Lee will play a key role in 2026 as Netflix cozies up to brands, including AB InBev, for partnerships linked to its growing ad tier, which now counts almost 100 million subscribers. She’ll also continue to help the company expand its audience beyond movies and series into gaming, live sports, and more.
Looming largest on the horizon is Netflix’s push to close its acquisition of Warner Bros Discovery. Slated for late 2026, the move could bring iconic film franchises, including Harry Potter, and vast studio capabilities into the streamer’s fold. If approved, it will reshape not only Netflix’s content arsenal but how Lee positions the streamer in culture and Hollywood.
