Masco Corporation has appointed veteran brand executive Brad Hiranaga as its first Chief Marketing Officer, creating a new executive role designed to unify marketing, commercial excellence, digital acceleration, and customer capabilities across its portfolio of home improvement brands. The move reflects a broader enterprise strategy to strengthen customer-centric growth through integrated marketing, digital transformation, and data-driven decision-making.

Masco Corporation has named Brad Hiranaga as its new Chief Marketing Officer (CMO), introducing a newly created executive position aimed at accelerating enterprise growth across its portfolio of consumer and professional brands. Reporting directly to President and CEO Jon Nudi and joining the company's Executive Committee, Hiranaga will oversee marketing, commercial excellence, digital acceleration, and customer capabilities as Masco expands its focus on long-term brand and business growth.

The appointment represents more than a leadership transition. It reflects an evolving approach to enterprise marketing in which organizations are centralizing customer insights, digital innovation, and commercial strategy under a single executive leader to improve agility and strengthen competitive positioning.

Masco, known for brands including Behr, Delta, hansgrohe, Liberty, and HotSpring, operates across multiple product categories within the home improvement and building products sector. Managing marketing and customer engagement across such a diverse brand portfolio requires increasingly sophisticated digital capabilities, unified data strategies, and consistent customer experiences.

In his new role, Hiranaga will lead Masco's enterprise brand growth strategy, focusing on marketing transformation, customer intelligence, commercial effectiveness, and digital capability development. The company expects the integrated leadership structure to help scale best practices across business units while accelerating innovation and strengthening long-term customer relationships.

The appointment mirrors a wider trend across enterprise organizations, where the role of the Chief Marketing Officer continues to expand beyond brand management. Modern CMOs are increasingly responsible for customer experience, digital transformation, revenue growth, AI-powered marketing, first-party data strategies, and commercial operations. As organizations become more data-driven, marketing leaders are expected to align technology investments with measurable business outcomes.

Hiranaga brings more than 25 years of leadership experience spanning consumer products, hospitality, and direct-to-consumer businesses. Before joining Masco, he served as Senior Vice President of Global Brand, Experience & Design at Marriott International, where he oversaw global brand strategy and customer experience initiatives. Earlier in his career, he held senior marketing leadership roles at General Mills, ultimately serving as Chief Marketing Officer, before becoming Chief Brand Officer at outdoor apparel company Cotopaxi.

His cross-industry experience highlights another growing trend in enterprise marketing: organizations increasingly recruit executives with expertise across multiple sectors to bring fresh perspectives on customer engagement, brand innovation, and digital transformation. Skills developed in hospitality, consumer goods, and direct-to-consumer commerce often translate into stronger omnichannel marketing strategies and customer-centric business models.

The creation of Masco's CMO role also underscores the importance of integrating digital acceleration with commercial excellence. AI-powered marketing platforms, customer data platforms (CDPs), predictive analytics, and marketing automation technologies are enabling enterprises to personalize customer interactions, optimize campaigns, and improve sales performance across digital and physical channels.

According to Gartner, organizations continue increasing investment in AI-enabled marketing technologies and customer analytics as they seek more personalized customer engagement and stronger return on marketing investment. McKinsey & Company has similarly found that companies excelling in customer experience and data-driven personalization consistently outperform peers in revenue growth and customer loyalty.

The competitive landscape reinforces this strategy. Global manufacturing and consumer brands such as Sherwin-Williams, Kohler, Moen, and PPG Industries continue investing in digital customer engagement, omnichannel commerce, and AI-driven marketing to strengthen brand loyalty and improve customer experiences. Masco's new leadership structure aligns with this broader industry movement toward integrated enterprise growth platforms.

For enterprise marketing teams, the announcement illustrates how marketing leadership is evolving into a strategic business function that combines branding, customer intelligence, commercial operations, and digital innovation. Rather than treating these disciplines independently, organizations are increasingly bringing them together to improve operational efficiency and create consistent customer experiences across every interaction.

As home improvement markets become more competitive and digitally connected, companies that successfully integrate marketing technology, customer analytics, and commercial strategy are expected to gain a stronger competitive advantage. Masco's appointment of Brad Hiranaga signals its intention to strengthen these capabilities while positioning its portfolio of established brands for sustained long-term growth.

Market Landscape

Manufacturers and consumer brands are accelerating investments in digital marketing, AI-powered customer analytics, and omnichannel commerce to strengthen customer engagement and improve commercial performance. Gartner and McKinsey identify customer experience, personalization, and AI-enabled marketing as strategic priorities for enterprise growth. As marketing, sales, and digital operations become increasingly interconnected, organizations are creating executive roles that unify these capabilities under enterprise-wide leadership.

Strategic Outlook

Masco's creation of a Chief Marketing Officer position reflects the growing convergence of marketing, customer experience, digital transformation, and commercial strategy. As AI, customer intelligence, and marketing automation continue reshaping enterprise operations, integrated leadership models are expected to play a greater role in helping organizations scale innovation, improve customer engagement, and drive sustainable business growth.

Top Insights

• Masco created a new Chief Marketing Officer role to unify marketing, digital acceleration, customer capabilities, and commercial excellence across its enterprise.
• Brad Hiranaga brings leadership experience from Marriott International, General Mills, and Cotopaxi, adding expertise in brand transformation and customer strategy.
• The appointment reflects a broader enterprise trend toward integrating marketing technology, customer insights, and digital transformation under executive leadership.
• AI-powered analytics, customer data platforms, and marketing automation continue expanding the responsibilities of modern Chief Marketing Officers.
• Home improvement manufacturers are increasingly investing in omnichannel engagement and digital customer experiences to strengthen brand competitiveness.

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