Observed Signal · Jun 12, 2026 · Hiring · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
Knix and Bayer Announce Marketing Leadership Changes
Adweek published a weekly roundup of marketing leadership moves for the week ending June 12, 2026. Knix hired Cyntia Leo as its new chief marketing officer; Leo brings more than a decade of experience including roles at Urban Outfitters and Nike. Bayer promoted Samantha Avivi to global chief marketing officer for its consumer health division; Avivi originally joined Bayer as CMO in April 2024 and previously worked at Advance Auto Parts. The piece was written by Rebecca Stewart and published on June 12, 2026.
Routine marketing leadership appointments at individual brands with limited immediate impact on the broader AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- Knix appointed Cyntia Leo as chief marketing officer (CMO).
- Cyntia Leo has more than a decade of experience at brands including Urban Outfitters and Nike.
- Bayer promoted Samantha Avivi to global CMO for its consumer health division.
- Samantha Avivi joined Bayer as CMO in April 2024 and previously worked at Advance Auto Parts.
- Article published by Adweek on 2026-06-12 (author: Rebecca Stewart).
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Knix Names Cyntia Leo CMO During U.S. Expansion
Knix, the Canadian intimates and apparel brand known for body-positive marketing, has hired Cyntia Leo as chief marketing officer. Leo joined Knix on May 27, 2026, and was most recently head of brand marketing and communications at Urban Outfitters. She brings over a decade of experience from Nike and five years at Disney early in her career. Knix says Leo will lead marketing as the company pushes further expansion of its roughly $1 billion U.S. business. The appointment is part of leadership and talent moves as Knix scales its U.S. operations.
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Marketers on the Move: Leadership Hires and Exits
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