In Conversation with Claudine Cheever, Chief Marketing Officer

Pinterest’s latest brand campaign shares a simple, powerful idea: the best thing you can find online is a reason to go offline. 

In this special Life at Pinterest story, Chief Marketing Officer, Claudine Cheever takes us behind the message, the anthem film and the work that brings Pinterest’s promise to life for the people who use our product and the people who build it alike.

You joined Pinterest earlier this year as Chief Marketing Officer, bringing deep experience leading iconic consumer brands. To start, can you share a bit about yourself, what drew you to Pinterest, and what made this the right moment to join the company?

Absolutely. I’ve been a Pinterest user for years, but as a marketer I am always attracted to highly differentiated brands that add real value to people’s lives. A lot of brands say they do, but Pinterest really DOES. You don’t get many chances in your career to make that kind of move.

I was also really impressed in my previous role with Predicts, we were so envious of that content, and the high visual standards of the platform. It was, put simply, beautiful.  

Getting to help build something people actually feel better for using wasn't something I was going to pass up. 

Our recently released brand campaign makes a bold statement: Pinterest is not here to keep people endlessly scrolling, but to help them get inspired and go live their lives. Why did that message feel especially important for Pinterest to share right now?

What I love about our campaign is this message has been built into our DNA from the very beginning. We’ve always taken a clear, active stance against the attention economy because Pinterest was never designed to trap people in an endless scroll. Our purpose is to inspire people to go do!

What’s exciting right now is seeing how deeply that is resonating with culture. Our data shows that searches for things like "dumb phone" have more than doubled, and Gen Z is tired of doomscrolling and looking for alternative options. 

Holding true to our core belief from day one gave us the confidence to turn up the volume on what makes Pinterest different. People are actively looking for a healthier relationship with technology, and we're in a unique position to deliver it.

The anthem film, “How did they do it?”, was created in-house by Pinterest’s House of Creative and features home movies and photos submitted by employees. What was it like to see employees’ own family archives become part of the campaign, and what does that say about Pinterest’s creative culture?

There’s something so special about it. Seeing the teams’ childhood memories and family moments become the backdrop for a massive global campaign brought a level of heart to the creative that you simply can't get from a casting call.

This real footage isn't polished, it's grainy, someone's thumb half over the lens. But that messiness is exactly what helped it land, because it meant sharing our own people's stories of their real life over anything that could be staged. I believe art moves us because it contains the lived experience of human lives…this spot is art that communicates and motivates.

It's also just very us. People come to Pinterest everyday to help shape life's biggest moments, so it felt fitting that one of our biggest campaigns would be built from those same moments of the people behind the product.

Pinterest’s brand promise is deeply connected to inspiration, action and real-life joy. How do you see that philosophy showing up not just for Pinterest users, but also for the people who work at Pinterest?

I see it most clearly in how people here talk about our product. For a lot of people, including myself, Pinterest isn't just the brand we work for, but a place we visit in our everyday lives. Nobody here is performing enthusiasm for the thing we sell, because we believed in it before we landed here. 

It’s a real privilege to be a part of a team that truly is passionate about the product we stand behind, and I believe that sparkle shows up in the work. 

For candidates who are considering Pinterest, what do you hope this campaign reveals about the company’s mission, values and the kind of work they could be part of here?

My hope is they would see that we’re actively designing a safer, more intentional version of the internet and building a sustainable business around that.

Everything we do is guided by our mission to inspire a life people love, and the positivity people experience on Pinterest starts with how we operate internally. The culture and care we put into our products, and the standard we hold ourselves to on the inside mirror the exact same uplifting environment we try to curate for our Pinterest users. 

When you join Pinterest, you’re helping shape a brand and a culture you can feel good about being a part of every single day. 

Inspired by Claudine’s take on life at Pinterest? Take your career to the next level with a product that brings positivity to millions of people around the world. Apply now to join us. 

Sources:

• Pinterest internal search data; January 2026 vs January 2025. “Analog aesthetic” +260%. “Dumb phone” increased 150%.
• Harris Poll (2024)