Vanessa Gentile, Head of Marketing at Salesforce Switzerland, leads flagship experiences across the region while championing women’s career re-entry through her Bringing Women Back to Work initiative. She shares why experience-led marketing matters, how AI is reshaping the CMO role, and why modern marketing leaders must shift from execution to orchestration.
To watch Vanessa’s interview, subscribe to our CMO Chats interview series on YouTube. You can also listen to the interview on Spotify or pour yourself a cup of coffee and read the full interview below. Subscribe to the CMO Chats Newsletter on LinkedIn to keep up-to-date on our conversations with today’s marketing leaders.
Watch the interview
Listen on Spotify
Here’s a glimpse of what you’ll learn:
- From Noise to Relevance
Successful marketing today is about cutting through complexity by focusing on relevance over volume. It means clear, outcome-oriented messaging, stronger alignment across teams and creating meaningful customer connections that drive measurable impact.
- The Modern CMO Is an Orchestrator
With access to real-time data and AI-powered insights, CMOs are no longer just brand guardians. They are growth architects and transformational leaders, bringing together data, creativity, technology, people and purpose to drive trust and growth. - Events Succeed When They Create Value
The most effective marketing engagements are not about selling at scale, but about listening, learning and co-creating value. When events are designed to make customers feel seen and understood, trust follows and becomes a long-term growth driver.
Can you tell us more about your role and about Salesforce?
“I have been the Head of Marketing at Salesforce Switzerland for four years, leading the end-to-end marketing strategy across industries in the country. My role sits at the intersection of brand, demand and growth, translating business strategy into meaningful market impact, driving pipeline and sustainable growth.
I also focus strongly on customer-centred storytelling and positioning Salesforce not only as a technology leader, but as a trusted partner. My work helps organisations transform how they operate, how they sell, and how they serve their customers through data, AI and innovation.”
What is your main marketing focus at the moment?“Currently, my focus is on value-driven marketing. Specifically, I am moving away from noise and towards relevance. For me, this means clear, outcome-oriented messaging, as well as strong alignment across our sales organisation, headquarters and central teams. In parallel, I am elevating our leadership narrative around AI, digital transformation and customer experience.
At the same time, I have personally rediscovered writing and now enjoy creating my own blogs and articles on these topics. In addition, I am deeply invested in building a high-performing, human-centred marketing team, one that can adapt quickly and thrive in today’s fast-changing market.”
How do you define success in marketing?
“Success in marketing is achieved when impact is both measurable and meaningful. Of course, pipeline, revenue contribution and growth matter; however, true success goes beyond that. It is when customers clearly understand why you matter, when teams are aligned and energised, and when marketing earns a seat at the strategic table.
Ultimately, for me, success is when marketing becomes both a growth engine and a trusted builder.”
What are the biggest challenges marketers are facing today?
“The biggest challenge is cutting through complexity. I think there are too many channels, too much data and too many tools, and not enough clarity in all of this. At the same time, as we know, change is the only constant, and this is also true in marketing.
Marketers are expected to be creative, analytical, strategic and technical all in one. Therefore, the real challenge is staying focused on the customer while navigating constant change, AI disruption and rising expectations.”
Which event has been your most successful so far, and why?
“The most successful engagements I have led are those that combine business relevance with authentic connection, especially in our well-known strategic events, such as world tours and in-person summits.
Recently, we held a large summit in Lausanne, and we are already working on our World Tour for June. I think these work because they are not about selling per se. Instead, they are about listening, learning and co-creating value.
When customers feel seen and understood, trust follows. And trust, in turn, drives long-term growth and success on both sides, the marketing and company side, as well as the customer side.”
What advice would you give to someone starting in the marketing industry?
“Stay curious, stay human and do not rush the title. For me, marketing is not just about campaigns; it is about understanding people. It is about understanding the market and change.
Therefore, learn the fundamentals, say yes to challenges, because nothing happens in the comfort zone, and build resilience. Most importantly, find your voice early. I think authenticity will take you further than perfection. Because, in the end, regardless of AI or not, your name is behind what you do. Therefore, you have to put your signature on everything you do.”
What are the biggest opportunities available to marketing leaders today that were not available in the past?
“I think the biggest opportunity is the ability to shape company strategy through data, AI and customer insight. Today, CMOs are no longer just brand guardians; instead, they are growth architects, culture shapers and transformational leaders.
With access to real-time data and AI-powered insights, marketing can directly influence products, sales and customer experience like never before. As a result, this is a huge advantage.”
How would you describe your journey as a marketer in 2025?
“I would describe it as a transformational journey for me. This year, or almost already last year, reinforced that leadership is not about control, but about clarity, courage and consistency. We are constantly talking about change and new technologies.
I have grown by navigating complexity, empowering teams and staying grounded in my purpose, both professionally and personally. I always keep my purpose in front of me, because purpose and ego sit very close to each other, and I want to make sure that I stay grounded in my purpose in everything I do.”
What is the number one priority on your strategy for 2026?
“I think we need to continue building scalable impact. This means strengthening strategic partnerships, investing in talent and leadership development, and ensuring that marketing continues to drive sustainability initiatives and sustainable growth, not just short-term wins. It is always about keeping the big picture in mind and building meaningful journeys for customers.”
How would you describe the role of a CMO in one word, and why?
“For me, the orchestrator is a good word for explaining all of that in one. I think there are many, but one that comes spontaneously to my mind is the orchestrator. The modern CMO brings together data, clarity, creativity, technology, people and purpose. And I think this aligns into one clear, compelling direction that drives growth and trust.”
More Interviews
