“Our software is used to design and make anything, whether it’s the phone in your hand, the building you might be sitting in, the car you might be driving or the bridge you might be driving it over,” says Dara Treseder, chief marketing officer at software maker Autodesk. 

Indeed, Autodesk’s software is extensive, powering products across industries including architecture, engineering, construction, manufacturing, media and entertainment. That range—and the chance to demonstrate how it comes to light—is ultimately what drew Treseder to the San Francisco-based company in late 2022.

“There was an opportunity to [implement] a marketing strategy that creates these a-ha moments where people truly grasp the significance of Autodesk’s role in their everyday experiences,” said Treseder. 

Having worked with Ryan Reynolds’ Maximum Effort in her former role at Peloton, Treseder quickly enlisted the creative agency to drive brand awareness for Autodesk. During the 2023 Oscars, Maximum Effort ran spots that introduced the world to “Otto Desc,” a Hollywood legend who is praised by various stars—and eventually revealed to be entirely made up and, in fact, representative of the company itself.

“Since 1997, almost every Oscar-winning animated movie has been designed or made with our Autodesk software,” Treseder said. “But that wasn’t a story we had told, you know, in a big way.”

The spots garnered 5.7 million organic views on social in less than 48 hours, and Autodesk’s homepage site traffic doubled in the aftermath, with 90% of clicks coming from new visitors, according to the brand. More broadly, Autodesk’s marketing division sourced nearly 55,000 new business opportunities in 2023—exceeding growth targets and resulting in nine figures worth of business, according to the company.  

Now, Treseder has to help Autodesk navigate what she described as its “debut on a global stage.” In August, the company was named the “official design and make platform” of the 2028 Summer Olympics and Paralympics in Los Angeles and for Team USA. 

Which entrepreneur do you admire the most and why?

I greatly admire Madam C.J. Walker. I’m impressed by her resilience and innovation during a time when opportunities for Black women were incredibly limited. She became the first self-made female millionaire in the U.S. by building a beauty and hair care empire that addressed the specific needs of Black women, a market that was completely underserved at the time.

What’s currently on your bedside reading list?

I am loving the Red Rising series because it combines intricate world-building with powerful themes of rebellion, loyalty and leadership. The characters are deeply complex, and the plot twists keep you on the edge of your seat. What really draws me in is the way the series explores the struggle for justice and the personal sacrifices that come with it, all while blending elements of sci-fi, dystopia and mythology.

What is the best career advice you’ve gotten?

The best career advice I’ve ever received came from my mother, who always told me to embrace “ambition with contentment.” It’s a lesson that’s stuck with me through every phase of my career. To her, it meant striving for your dreams but not losing sight of the beauty in where you are right now—being present and grateful for the moment, even as you push forward.

Name one brand, other than the one you work for, that you admire.

One brand I truly admire, beyond Autodesk, is actually not a traditional company—it’s the Olympic athletes themselves. As we kick off our four-year partnership with the LA28 Games, I’ve been reflecting on the cultural moments at the Paris Games this summer. What struck me most was how athletes like Simone Biles, Ilona Maher and Rebeca Andrade transformed themselves into personal brands, using their social media platforms not just to engage fans, but to tell deeply personal, authentic stories.

What is your secret weapon for business success?

Insatiable curiosity—the kind that fuels constant growth and keeps me evolving. I’ve always believed that curiosity is what keeps us sharp, adaptable and ahead of the curve. Whether it’s diving into the latest technological advancements, exploring entirely new industries or learning from people whose perspectives challenge my own, I’m always seeking out fresh insights.