Pinterest is about "intention" rather than attention, says CMO Claudine Cheever
Pinterest CMO Claudine Cheever argues that the platform's success is driven by user 'intention' rather than passive attention. She emphasizes that CMOs must prioritize their role as enterprise leaders to ensure long-term tenure and strategic impact.
Why it matters
Understanding the distinction between 'attention-based' and 'intention-based' platforms is critical for modern digital advertising and platform growth strategies.
"The secret to CMO tenure is coming in and wearing an enterprise hat, first and foremost," said Claudine Cheever, the chief marketing officer at Pinterest. Cheever joined Pinterest from Amazon in January 2026. "One of the things I look for in a role is what is the executive team like, and is my job going to be first, a member of that ET, and then a CMO." Pinterest is about "intention" rather than attention, Cheever said, and it measures success based on user engagement. "Pinterest is really where people come to figure out what they are going to try, buy, or do next," she said. "I think that's incredibly commercial and it's very differentiated." Read the original article on Business Insider
The article reports on corporate strategy and platform philosophy without bias.
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