Marcomms’ Most Influential, 2023: Jonathan Adashek

Jonathan Adashek

Senior Vice President, Marketing and Communications and Chief Communications Officer


Jonathan Adashek is IBM’s Senior Vice President, Marketing and Communications and Chief Communications Officer, overseeing the company’s global marketing, communications and corporate citizenship organization – which also includes ESG, analyst relations, demand generation, branding, business development for government, social media, sponsorships and strategic events. Under Jonathan's leadership, IBM underwent a significant transformation with the spin-off of its managed IT infrastructure services business (Kyndryl). This prompted the launch of the "Let's create" marketing campaign in 2022, a major initiative integrating content, awareness, consideration and demand to articulate IBM's streamlined strategy around AI and hybrid cloud. Building on this success, IBM introduced "What if?" during the Masters Tournament, continuing the human-centric storytelling approach. Recently, IBM launched an ad campaign for watsonx, its enterprise-focused AI and data platform, aiming to define and differentiate watsonx as a force multiplier for global business leaders seeking innovative AI solutions. Jonathan’s background in managing global teams has helped in driving a more nimble and agile approach; at IBM, Jonathan is known for being a transparent leader as evidenced by his Friday note to the full IBM Marketing, Communications, and CSR team and agency partners to share a peek behind the curtain at his priorities, learnings and even failures. 

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