Hisense USA appointed Sarah Larsen as its first chief marketing officer, a new position responsible for product marketing, retail strategy, and go-to-market execution. Larsen joined Jenny Rooney for an episode of Marketing Vanguard.

Larsen's role encompasses leadership of product marketing, product management, retail, insights, communications, and the overall go-to-market strategy. She described the opportunity to assume the newly created CMO role as a "rocket ship" from the start.

"Marketing is ultimately responsible for moving products," Larsen said. She added that while awareness is important, marketing must be able to demonstrate its contribution to business growth to fulfill its complete function. She also noted that consumers seek clear explanations of how a product benefits their lives, rather than market jargon.

Before joining Hisense, Larsen held positions with brands including LG, Samsung, and Motorola, accumulating 30 years of experience across various marketing disciplines such as public relations, earned media, social media, digital media, paid media, and sponsorships within consumer electronics. Larsen emphasized that global sponsorships, such as Hisense's sponsorship of the FIFA World Cup 2026, require a clear strategy to avoid becoming expensive logo placements without a connection to the shopper. She also stated that brands risk alienating future generations if they focus exclusively on current buyers.