Carla Piñeyro Sublett named IBM Senior Vice President and Chief Marketing Officer

February 1, 2021

Today, Carla Piñeyro Sublett has joined IBM as Senior Vice President and Chief Marketing Officer.

Ms. Sublett will oversee all global marketing, brand initiatives and client feedback across IBM through Net Promoter Score (NPS) for the company. Accountable for demand generation, her team includes marketing professionals located in dozens of countries worldwide. Ms. Sublett brings to IBM a passion for business strategy, customer-centric digital marketing, and social impact. 

"I am very pleased to welcome Carla to IBM. She is a talented and seasoned executive with more than 20 years of experience building world-class marketing teams and sales strategies. I am confident that she will play a key role in bringing the power of IBM's hybrid cloud and AI proposition to clients and driving our business forward," said Arvind Krishna, IBM Chairman and CEO.

"I am honored and excited to be joining IBM as we enter this new era of leadership in hybrid cloud and AI," Ms. Sublett said. "It's very meaningful to me to be part of a company whose brand is rooted in such strong values, which have played a powerful role in doing good and changing how the world works." 

Prior to IBM, Ms. Sublett spent two years as the Executive Vice President, CMO, and General Manager of the Portfolio Business unit of National Instruments (NI). She served as the first CMO in NI’s history and focused on rebranding the 40+ year company. From 2015-2017, Ms. Sublett served as the CMO of Rackspace, where she drove a repositioning campaign, which doubled brand awareness leading to the successful private equity sale of the company in 2016. Prior to Rackspace, Ms. Sublett spent 16 years at Dell, where she worked across every sales function and geography and made her first move into marketing as the CMO of Latin America.

Ms. Sublett is a recognized leader in building a better society by the Aspen Institute and a member of its Henry Crown Fellowship class of 2016. In 2017, she was named a Women to Watch by Inc. Magazine. The daughter of hard-working immigrants and entrepreneurs from Uruguay, and an immigrant herself, she is a champion for diversity and inclusion and was awarded “Top 50 Influential Hispanic” by Hispanic Business Magazine. She is the president of the board of the Texas Conference for Women and the incoming chair of the Austin Community Foundation. Ms. Sublett is an alumna from the University of Texas at Austin, School of Architecture.