From CRISIS to CULTURE: How one CMO built a brand with empathy and AI - with MariCarmen Ribes, Kyndryl UK & Ireland

In this episode of TOP CMO, Ben Kaplan interviews MariCarmen Ribes, Chief Marketing Officer of Kyndryl UK and Ireland, who shares the inside story of how Kyndryl emerged from its IBM legacy to become a bold, independent brand. With over 25 years of experience, MariCarmen dives into what makes the “Kyndryl Way” unique—a culture built on being restless, empathetic, and devoted. She explains how these core values are not just internal principles but are infused into every customer interaction, redefining how Kyndryl builds trust and strengthens relationships post-spin-off.

From creating a distinctive identity to implementing a comprehensive account-based marketing strategy, MariCarmen provides a masterclass in modern marketing, leadership, and the power of culture. She also explores Kyndryl’s strategic use of AI, shares lessons learned from navigating damaged customer relationships, and offers her perspective on achieving work-life balance as a leader.