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Michelle Crossan-Matos

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Michelle Crossan-Matos is a senior marketing and brand executive who currently serves as Chief Brand & Experience Officer at SharkNinja, the global consumer products company behind the Shark and Ninja brands of household appliances. In this role, she oversees brand strategy, marketing, and the end-to-end consumer experience for a company with a strong direct-to-consumer and retail presence worldwide. Prior to joining SharkNinja, Crossan-Matos held senior marketing leadership roles at Samsung Electronics America, where she was Chief Marketing Officer and led brand, marketing communications, and consumer experience initiatives for one of the world's largest consumer electronics companies. Her career reflects a consistent focus on brand transformation, consumer engagement, and experience-led marketing at scale. Crossan-Matos is recognized for her ability to build emotionally resonant brands and connect marketing strategy to business outcomes. She has been a visible voice on topics including brand purpose, diversity in marketing, and the evolving role of the CMO.

Last updated Oct 11, 2026 by ATDb automated enrichment

Role
Chief Brand & Experience Officer
Company
SharkNinja
Based
Needham, Massachusetts, United States

AI-drafted from public sources1 source cited

Years in industry
20 years

Bio

Michelle Crossan-Matos is a senior marketing and brand executive who currently serves as Chief Brand & Experience Officer at SharkNinja, the global consumer products company behind the Shark and Ninja brands of household appliances. In this role, she oversees brand strategy, marketing, and the end-to-end consumer experience for a company with a strong direct-to-consumer and retail presence worldwide. Prior to joining SharkNinja, Crossan-Matos held senior marketing leadership roles at Samsung Electronics America, where she was Chief Marketing Officer and led brand, marketing communications, and consumer experience initiatives for one of the world's largest consumer electronics companies. Her career reflects a consistent focus on brand transformation, consumer engagement, and experience-led marketing at scale. Crossan-Matos is recognized for her ability to build emotionally resonant brands and connect marketing strategy to business outcomes. She has been a visible voice on topics including brand purpose, diversity in marketing, and the evolving role of the CMO.

Expertise & education

Expertise

Brand StrategyConsumer ExperienceMarketing TransformationDirect-to-Consumer MarketingIntegrated Marketing CommunicationsBrand PurposeConsumer Electronics MarketingRetail Marketing

Speaking topics

Brand transformationConsumer experienceDiversity and inclusion in marketingThe evolving role of the CMOBrand purpose

Recognition

Notable achievements

  • Led brand and marketing strategy at Samsung Electronics America as CMO, overseeing one of the largest consumer electronics marketing operations in the US
  • Appointed Chief Brand & Experience Officer at SharkNinja, responsible for brand strategy across the Shark and Ninja product portfolios globally