*Sadé Muhammad was recently hired by Time as its Chief Marketing Officer (CMO). The appointment makes her the first person to fill the role since Salesforce founder Marc Benioff and his wife Lynne Benioff acquired Time from Meredith Corp. in 2018.
As the CMO, Muhammad will be overseeing the integrated marketing, customer success, branded content, and communications efforts of Time. She will also head the publication’s newly created impact division. Muhammad will be reporting to CEO Jessica Sibley. Jessica joined Time in November after leaving Forbes.
Muhammad worked at Forbes for seven years and finished her tenure as the vice president of its representation and inclusion practice (which she founded).
Muhammad previously worked for three years at NBC Universal before she joined Forbes. At NBC Universal, she was part of the network’s page program. She also did a stint at Black Enterprise, where she worked as a freelance writer.
In her newest role at Time, Muhammad takes up a newly created role and will manage areas that were previously led on an interim basis by Maya Draisin, the chief brand officer of Time. Maya had overseen Time’s business-to-business marketing and branded content efforts. Maya will now focus on consumer marketing and brand development, reporting to Ian Orefice — the president and chief operating officer of Time and Time Studios.
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Muhammad has said that Time is the world’s greatest storyteller, so there is an incredible amount of responsibility that comes with that.
“With our centennial this year, we also get an opportunity to reimagine how we are speaking to our audiences,” she adds.
In the past decade, Time has experienced struggles to adapt to the digital transformation, changing hands in 2014, 2017, and 2018. Muhammad is optimistic all will be well now. She points to the brand equity of Time as an advantage in a challenging market.
“Brand trust is a precious commodity in this sort of environment,” she says. “Time has it in spades, which is critical in terms of winning in times like these.”
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