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When Andréa Mallard joined Pinterest as chief marketing officer in 2018, the social media company had never had a CMO before. Five years, one initial public offering, and a more than 370% increase in revenue later (in 2022, Pinterest generated $2.8 billion in global revenue), Mallard has crafted a marketing strategy that brings in users while also positioning the brand as distinct among its competitors.
This is especially critical as certain audiences’ sentiments toward social media have soured, following negative headlines about its effect on mental health and its role in the spread of misinformation.
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