Brands hold as much meaning for employees as for customers, especially in a crisis. CMOs play a key role in shaping and communicating the company culture, which helps acquire, inspire, and retain talent and, importantly, engage employees so they are true brand ambassadors. Today’s crises will accelerate the need to transform brand values into authentic customer and employee experiences. This report explores why and how the CMO and the chief human resources officer (CHRO) must partner to improve the employee experience and drive employee engagement.