Karin Timpone

Hundreds of fans rocked out to Imagine Dragons on a Friday night in September at the new Marriott Marquis in Bangkok, with a live stream capturing the mix of power pop from the stage and band worship from the crowd.

- T.L. Stanley

At a much more intimate, less decibel-heavy event in New York last month, a group of foodies cooked alongside French chef Daniel Boulud at his Michelin-starred eponymous eatery on the Upper East Side.

Those experiences, meant to make the kind of impression a consumer never forgets, come from Marriott International and the marketing machine led by global CMO Karin Timpone, where the goal is putting “the right ingredients together for members to have an amazing time,” she says, whether that’s surfing with Laird Hamilton or glamping at Coachella.

Those members Timpone describes are part of the Marriott rewards program, which has swelled to 100 million people worldwide during her tenure. It’s just one focus for the veteran entertainment, tech and packaged-goods exec who has spent four globe-trotting years at Marriott honing its outreach across television, digital, social, original content and live events.

The endgame is reaching adventurous travelers including millennials, she says, but not limited to that demo as Marriott tries to “hit passion points” and cultivate loyalists for life.