# How one marketer now owns CX, creative and growth, with SharkNinja's brand chief

Page: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-one-marketer-now-owns-cx-creative-and-growth-with-sharkninja-s-brand-chief
Text version: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-one-marketer-now-owns-cx-creative-and-growth-with-sharkninja-s-brand-chief.md
Podcast: [Ad Age Marketer's Brief](https://stenobird.com/podcast/ad-age-marketer-s-brief-244230)
Published: 2026-09-09T09:00:00+00:00
Episode link: https://marketersbrief.libsyn.com/sharkninja-chief-brand-and-experience-officer-michelle-crossan-matos
Audio file: https://traffic.libsyn.com/secure/marketersbrief/How_one_marketer_now_owns_CX_creative_and_growth_with_SharkNinjas_brand_chief.mp3?dest-id=1162928
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/ad-age-marketer-s-brief-244230/episodes/how-one-marketer-now-owns-cx-creative-and-growth-with-sharkninja-s-brand-chief
Duration seconds: 1468

## Resource

Most marketing leaders get involved after a product is built. SharkNinja Chief Brand and Experience Officer Michelle Crossan-Matos says her role exists because that's too late—she now oversees creative, marketing and customer experience under one roof, with her team co-creating alongside engineers and product teams from the earliest stages of development. The reasoning is growth, not just structure: Crossan-Matos says double-digit quarterly growth only comes from focusing on the full consumer experience, which is why one person now owns every touch point rather than splitting it across departments. Crossan-Matos also details the AI Jailbreak Hack Week that produced an internally built tool for predicting which product features will drive sales and five-star ratings—part of how her team stays involved upstream in product development, not just downstream in marketing it. Dig deeper ~ How SharkNinja became a viral marketing machine—and what new hires from Ikea and Ulta Beauty signify ~ How Claire's reorganized to meet Gen Alpha demand—starting with squishy hunting for viral NeeDohs ~ Raja Rajamannar on why CMOs must become enterprise growth leaders ~ The Ad Age CMO Survival Guide ~ What CMOs should do in their first 100 days on the job

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/ad-age-marketer-s-brief-244230/episodes/how-one-marketer-now-owns-cx-creative-and-growth-with-sharkninja-s-brand-chief/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/how-one-marketer-now-owns-cx-creative-and-growth-with-sharkninja-s-brand-chief.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.