‘Low ego, high collaboration’: Inside Airbnb’s cross-functional marketing model
As Airbnb continues its push into services and experiences, the brand’s VP of design and global head of marketing explain how the company had to “rebuild” its way of working to bring the vision to life.
Many CMOs face the challenge of gaining influence in the boardroom, especially those led by executives with finance or operations backgrounds.
Meanwhile, most CEOs still rise through the ranks from roles like CFO or COO. In 2024, just 10% of departing CMOs stepped into CEO roles, and only 37% of Fortune 500 CEOs have marketing experience, according to research from advisory firm Spencer Stuart.
Airbnb co-founder and CEO Brian Chesky represents a different path. With a background in design, a discipline closely aligned with marketing, he brings a creative mindset not often seen at the top.
“The design is really important to him, and he can see its value beyond just the visual,” Teo Connor, VP of design at Airbnb, tells Marketing Week.
