Something new is appearing at the top of the org chart. At some of the most closely watched companies in the world, a leadership role is emerging that barely existed three years ago. It goes by different names: Head of Storytelling, VP of Brand and Narrative Marketing, Head of Strategic Positioning Narratives. But the underlying brief is the same: go build the story this company should be telling, and make it stick across every team that touches the market. This is not a creative hire. It is a structural one. Drawing on the State of Storytelling 2026 report, 25 job descriptions across 23 companies and 21 industries, Elliott opens the summit with a data-led look at how storytelling is evolving as a profession and what it means for product marketers today. The session moves through three questions: what is changing, what is causing it, and how product marketers should respond, practically and strategically, right now. In the average B2B company, story alignment across internal teams sits at around 19%. More than four out of five people are telling a slightly different version of what the company does and why it matters. This session is about closing that gap.