In 2021, the name Moderna became synonymous with the COVID vaccine it developed. Kate Cronin, who joined as Moderna’s chief brand officer the same year, has made sure the brand retains that high visibility now that lockdowns have ended.

As Cronin told Ad Age in April, when Moderna’s “Welcome to the mRNAge” brand awareness spot debuted, the average person getting a vaccine probably couldn’t name its brand before the pandemic. COVID changed that—and Cronin’s Moderna is reacting accordingly. 

Cronin has helmed multiple brand awareness initiatives that communicate how Moderna is “more than just a COVID company.” Cronin was behind the “Welcome to the mRNAge” spot that compares mRNA (which stands for messenger RNA, molecules that carry the genetic information needed to make proteins) to a piece of particularly powerful floating string.  

In 2022, Cronin helped take Moderna out of the pharmacy and onto the tennis court by partnering with the US Open Tennis Championships—the brand’s most extensive sponsorship to date, she said. That effort also included an endorsement from tennis legend Billie Jean King, called “Change Makers,” in reference to King’s leadership in improving the way women are paid in the sport. The line tied into Moderna’s “This changes everything” slogan, which also appeared in the “mRNAge” ad.

What advice would you give your younger self?

Get uncomfortable! You grow the most from learning and trying things that perhaps you didn’t think you had the license to try. With help from others, you can learn. So, embrace the fear—that is when you grow the most.  

What’s the biggest risk you’ve ever taken? 

Leaving my agency career to go “client side” in 2021 and join Moderna. Biggest risk but the best reward. I never thought I would work non-agency because I love the energy and pace of agency life. But when Moderna reached out, I realized this was a once-in-a-lifetime opportunity to help amplify the story and build the Moderna brand—a company that literally helped save the world from a pandemic. So after 25 years in New York, we relocated to Boston for our next adventure. The work is amazing and Moderna’s mRNA platform can be applied from rare diseases to diseases that affect hundreds of millions of people. I have already learned so much after two years at Moderna and I am truly enjoying my next chapter. 

If you weren’t doing your current job, what would you be doing and why? 

My husband and I renovated a house built in the 1770s and one built in the 1830s. So, I would probably do something in the category of old home restorations. Maybe hosting a revival of “This Old House”? While I don’t hold the hammer, I love working with the architects and builders to think about how to retain the charm and elements of an old home while designing a space for modern living. It requires a clear vision with a focus on problem-solving, which I love.  

What should the industry do to encourage more women and people of color into its ranks?

As a woman leader, I have spent my career supporting and advocating for women. I think we should all be allies and advocates for women and people of color and look within our organizations to support underrepresented talent. At Moderna, like other companies, we have Employee Resource Groups (ERGs) that can be an excellent source for collaborating on best approaches to reach women and people of color. Also, getting input from BIPOC leaders within your organization will help drive diversity efforts and ensure there is inclusive hiring.   

How do you expect emerging tech like Web3 and AI to impact your job in the future?

My crystal ball isn’t entirely clear on the future impact because so much is evolving very quickly. But I’m already seeing how AI can help with more efficient content creation and improving our understanding of customer behaviors.