Sharon Price John, President and CEO of Build-A-Bear Workshop, detailed her unconventional path to the C-suite and the revitalization of the experiential retail brand during an appearance at Brandweek 2025 in Atlanta. John’s journey, from advertising at DDB Needham to leadership roles at Mattel, Hasbro, and Stride Rite, culminated in a successful turnaround of Build-A-Bear, transforming it from a struggling mall retailer into a diversified intellectual property enterprise.
A central theme of John’s discussion, as highlighted in the “Frontier CMO” podcast preview, was the necessity for marketing leaders to cultivate a “business-first” mindset. She emphasized the importance of quantitative and financial skills for aspiring CMOs seeking to advance to CEO-level positions. John deliberately pursued an MBA from a quantitative program, prioritizing accounting, finance, and business operations alongside her marketing expertise. “CEOs expect executives at the leadership table to think in terms of profitable growth and business problem-solving, not campaign management,” she stated.
John also addressed a prevalent confidence gap, particularly among women in business, noting a tendency to self-select out of opportunities. She observed that women often hesitate to apply for roles unless they meet nearly all qualifications, while men are more likely to apply with a lower degree of certainty. John shared that a 360-degree review revealed she had already exceeded CEO performance metrics, despite not initially intending to pursue the role. She reframed this realization as a lesson in learning agility, advocating for viewing skill gaps as opportunities for growth rather than disqualifications. “You cannot and should not expect to be an expert in everything before applying,” she explained.
The Build-A-Bear CEO underscored the importance of authentic leadership and vulnerability in driving organizational transformation. She described a shift away from a traditionally guarded leadership style, particularly as one of the few women in leadership spaces, towards greater emotional authenticity and openness. This approach, she argued, fostered trust with teams during challenging turnarounds and is crucial for consumer-facing brands where internal alignment with the brand promise is paramount.
John articulated a core principle for sustainable brand growth: focusing on the emotional connection with consumers rather than solely on product features. She asserted that Build-A-Bear’s success lies not in the teddy bears themselves, but in the memories created, the expression of creativity, and the fostering of family connections. This emotional foundation, she explained, enabled the brand to expand into new demographics and product categories without diluting its core identity, increasing digital commerce to 40% of sales and positioning the brand for global expansion. She urged CMOs to identify the deepest, most universal feeling their brand evokes, moving beyond superficial emotional benefits.
The discussion at Brandweek 2025 also touched on broader trends in marketing, as previewed by Joshua Spanier, VP of AI and Marketing Strategy at Google, in his “Frontier CMO” podcast. Spanier highlighted AI as a leadership test, emphasizing the need to equip marketing teams to leverage new technologies while maintaining a human-centered approach. He also discussed the evolving landscape of brand relevance, agentic commerce, and the restructuring of marketing organizations to adapt to the rapid pace of technological change.
