# Marketing in Product, Tech, and Finance

> Why marketing must join product, tech, and finance teams.
- Title: Marketing in Product, Tech, and Finance · Adweek | Shortify
- Summary: Why marketing must join product, tech, and finance teams. Ameetess Dira, Petzey's CMO, argues marketing should be embedded in product, technology, and…
- Keywords: petzey, ameetess dira, cmo, marketing, product, brand trust, purpose alignment, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/brandweek-2026-why-marketing-belongs-in-product-finance-and-tech-with-petzeys-ameetess-dira
- Author: Jenny Rooney
- Published: 2026-11-03T21:31:00+00:00
- Read time: 1 min
- Topics: petzey, ameetess dira, cmo, marketing, product, tech, finance, brand trust, ai, purpose alignment
## Purpose Alignment
Ameetess Dira, CMO of Petzey, says purpose alignment is non-negotiable for her career choices.

> Purpose alignment is a non-negotiable requirement for me
## Underserved Markets
Ameetess focuses on underserved markets like senior dog adoption where brands often ignore.

> Senior dog adoption is difficult, expensive, and easy for brands to ignore
## Marketing Beyond Marketing
Ameetess pushes marketing into product, technology, and finance conversations to influence decisions.

> Marketing has no business staying in marketing
## Right Decisions Over Numbers
During LA fires, Ameetess prioritized free wellness checks over short-term financial gains.

> Doing the right thing can matter more than hitting the immediate number
## Long-Term Trust
Ameetess believes long-term brand trust matters more than short-term revenue for sustainable growth.

> Long-term brand trust can matter more than short-term revenue
## Key takeaway

Ameetess Dira, Petzey's CMO, argues marketing should be embedded in product, technology, and finance decisions to ensure purpose alignment and long-term brand trust.