Ameetess Dira, CMO of Petzey, told Brandweek 2026 that marketing should play a direct role in product, technology and finance decisions, not just communications. She said purpose alignment is essential, and she only works with leaders she trusts to take on difficult challenges for a shared goal. Dira’s approach is to focus on underserved areas, such as senior dog adoption, where brands can make a real difference rather than chasing the largest audiences.
She explained that marketing has no business staying in its own lane and that the executive team is her primary team. Dira described how, during the LA fires, she decided to offer Petzey’s telehealth services for free to those affected, despite the financial downside. She argued that some decisions should be based on what the brand stands for, not just immediate returns.
For regulated-industry leaders, Dira’s strategy suggests that CMOs who engage across business functions can influence risk, reputation and long-term value. The move away from short-term metrics in favour of purpose-driven choices could reshape how marketing is valued in boardrooms.
