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Jocelyn
Johnson
CMO
American Bar Association
Jocelyn Johnson is a seasoned marketing executive with over 25 years of experience in both private and nonprofit sectors. Jocelyn joined American Bar Association (ABA) in August 2024 as Chief Marketing Officer (CMO), oversees the marketing strategy, brand and design creative, paid digital/social distribution, and major campaign execution. Jocelyn was recently named the Chicago CMO Alliance ORBIE Award winner for Corporate CMO of the Year and serves as Chair of the Chicago CMO Alliance Board. Previously, Jocelyn served as the CMO at Girl Scouts USA (GSUSA) for 3 years playing a crucial role in telling a clear narrative to internal and external stakeholders to grow membership, revenue, over $85 million in fundraising, and engagement. She initiated the Phenom by Girl Scouts branding and implementation of the first profitable triennial convention.
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17 November 2026 16:30 - 17:00
What the best CMOs will do differently in 2027
The CMO role has never been more contested. This closing session traces its evolution across past, present, and future, offering a candid look at both wins and hard-earned lessons from failure. Rather than a highlight reel, it's a field-tested view of what's actually changing: accountability, operating models, measurable outcomes. Join Jocelyn, CMO of the American Bar Association, as she explores what the best CMOs will do differently as a result. Key takeaways: ā€¢ Past ā†’ present ā†’ future: How the CMO mandate has shifted, and why the next shift will be faster and less forgiving ā€¢Ā Failure as data: Real examples of campaigns, structures, and strategies that failed ā€” and what they taught ā€¢Ā Proving value upward: The ongoing tension between creative judgment and board-level accountability