As Sadé Muhammad reflects on her journey as the Chief Marketing and Impact Officer at the 100-year-old global media brand TIME, she notes that early in her tenure, market research revealed a key challenge: while advertisers respected TIME, they weren’t always sure what value it offered them. Sadé took this as a call to redefine the brand’s appeal. Focusing on community, she recognized that TIME’s events and platforms foster a sense of aspiration and belonging — her goal became to strengthen those connections while creating a more inclusive experience.