The C-suite is messier than you think, with Maryam Banikarim - Masters of Scale Recap

Podcast: Masters of Scale

Published: 2026-03-17

Guests: Maryam Banikarim

What Happened

Maryam Banikarim, known for her roles as CMO at Univision, Gannett, and Hyatt, discusses the intricate dynamics of the C-suite, revealing its political nature. She often worked as an outsider tasked with driving change, which required navigating the complex corporate culture at places like NBC Universal.

Maryam grew up in Iran during a time of conflict, which shaped her understanding of resilience and the importance of human connection. This background influenced her career, especially her efforts to create communities like 'The Interval' for executives in transition and NYC Next, which aims to bring people together.

She recounts a pivotal career move when she left Amarati Pierce Lintas after realizing the job was a poor fit. This decision led to a transformative pivot, illustrating her belief in finding opportunities within challenges and the importance of aligning with purpose-driven leadership.

Maryam's marketing philosophy centers on storytelling and emotional connections, advocating for marketers to build communities rather than just campaigns. This approach is evident in her initiatives like 'The Longest Table,' which fosters community through shared experiences.

Maryam's personal history includes the loss of her father in a windsurfing accident and her mother's mantra, 'it's never too late,' which has been a guiding influence. Her son once noted her as the 'most busy unemployed person,' reflecting her active engagement even during career pauses.

Bob Safian appreciates Maryam's entrepreneurial spirit and her readiness to embrace messiness, which she argues can lead to rewarding outcomes. He aligns her with 'generation flux,' a group adaptable to the rapid changes of the modern world, emphasizing that fear of embarrassment should not hinder progress.

Key Insights

• Maryam Banikarim describes the C-suite as inherently political, requiring navigation of complex corporate cultures. Her experience at NBC Universal involved dealing with challenging environments where she was often brought in as an outsider to instigate change.
• Maryam's upbringing in Iran during a time of conflict instilled in her a deep understanding of resilience and human connection. These experiences have influenced her career, especially in creating supportive communities like 'The Interval' for executives in transition.
• Maryam left a position at Amarati Pierce Lintas that did not align with her values, resulting in a significant career pivot. This decision underscores her belief in finding opportunities amid challenges and aligning with purpose-driven leadership.
• Maryam advocates for marketing that extends beyond traditional campaigns to foster genuine community connections. Her initiatives, such as 'The Longest Table,' emphasize shared experiences and storytelling as key components of effective marketing.