In a world driven by demand generation, CMOs must be the expert on the customer, says Mars' Gabrielle Wesley

Demand generation is a top priority for brands, said Gabrielle Wesley, CMO of Mars North America, who was interviewed during the 2026 Cannes Lions Festival.

"It's important for marketers to stand up as demand-generation leaders," Wesley said. "We know our consumers better than anyone else, so we know what drives them. It's our responsibility to educate the rest of the organization on the consumers and give the consumers what they want."

Wesley said she sees parallels between the pressures of the sports world and marketing. "The idea that we must really deliver in our jobs as soon as we step into the seat, it's a parallel to coaching," she said, adding that she's listening to how coaches inspire players to deliver their best performance.