Meta Names New CMO as Schultz Shifts to Data Role

Denise Moreno is Meta's new chief marketing officer, replacing Alex Schultz, who becomes the company's first chief data officer.

The shift splits marketing and data strategy into separate roles. Schultz, who held the CMO post for roughly six years, will now oversee data-driven decision-making across product and business units. Moreno joins from PepsiCo, where she led global marketing for the beverage division.

Meta currently has an Alpha Score of 61 out of 100, labeled "Moderate," reflecting steady but not exceptional fundamental momentum. The stock closed at $618.15 on Friday, up 9.7% on the session.

The move restructures how Meta handles the tension between brand marketing and data analytics – two functions that increasingly overlap in ad tech. By putting a consumer-goods veteran in the CMO seat and a data executive in a separate role, Meta is signaling that its ad business needs brand fluency as much as algorithmic rigor.

Moreno inherits a marketing apparatus that has shifted heavily toward performance-based ad spending. Meta's revenue growth has been driven by ad impression volume and AI-powered targeting, not brand campaigns. The question is whether a traditional CMO can move the needle when the platform's own tools already optimize for return on ad spend.

Schultz's new role as chief data officer suggests Meta will double down on using internal data to inform product strategy, not just ad measurement. The split could mean fewer competing priorities inside the same office.

For investors, the CMO change is a personnel move, not a strategy pivot. The stock's 9.7% gain on Friday came ahead of the announcement, driven by broader tech rally momentum. No earnings guidance or product announcements accompanied the news.

Moreno starts immediately. Schultz transitions into his new role over the coming weeks.