CMO Peer Advisor Shawn Coyne

I’ve always believed that marketing is much bigger than advertising or lead generation. Done well, it’s the discipline that aligns an entire business around creating value for customers and driving sustainable growth. That’s why I’ve spent my career helping organizations think beyond marketing tactics and embrace what I call ‘Big M Marketing’—connecting customer insight, strategy, product development, sales, operations, and brand into one cohesive growth engine.

My experience spans Fortune 500 companies like Procter & Gamble and McKinsey & Company, entrepreneurial startups, consulting firms, and privately held businesses across over a dozen industries. Whether I’m helping a leadership team clarify its strategic direction, reposition a brand, launch an innovation, or build stronger marketing capabilities, my focus is always the same: solve the right business problem first, then build practical solutions that teams can actually execute.

I enjoy partnering closely with CEOs and executive teams because the best marketing decisions are rarely just marketing decisions. They shape the future of the business. I bring a balance of strategic thinking, analytical rigor, creativity, and empathy that helps organizations move confidently from insight to action—and helps teams grow stronger along the way.