Much has been written about Cottrill, the former VP of global entertainment at Starbucks and group director worldwide of entertainment marketing at Coca-Cola who, with more than four years under his belt at Converse, has far outlasted the typical CMO tenure.

FORBES: Want To See What Marketing Innovation Looks Like? Go Inside Converse Rubber Tracks With Us

We asked Dan Vinh, VP Global Marketing, Renaissance Hotels at Marriott International, about how the brand is measuring the worth of its content.

FORBES: 5 Big Brands Confirm That Content Marketing Is The Key To Your Consumer