Higgsfield Hires Former Braze Exec Mariam Asmar as First Enterprise Marketing Chief

Higgsfield Taps Mariam Asmar to Lead Enterprise Marketing as Revenue Surges

Higgsfield, the San Francisco-based AI video creation startup, has appointed Mariam Asmar as its first head of B2B marketing—a role created to drive the company’s aggressive push into enterprise sales. Asmar, who started on July 13, brings nearly two decades of brand-strategy experience from Braze, McCann Paris and London, where she worked with global clients like Nestlé, Coca-Cola and L’Oréal across 30 markets. She reports to CEO Alex Mashrabov and will oversee demand generation, account-based marketing, sales enablement and brand building.

The move comes as Higgsfield flaunts fast-growing commercial traction. The company reported an annualized revenue run rate of $500 million and expects to hit $1 billion by the end of 2026. More than 70% of that revenue already flows from commercial use, according to Higgsfield’s head of PR Amanda Coffee. With 390 Fortune 500 companies already using its tools, Asmar’s mandate is to turn those relationships into deeper, long-term enterprise contracts by aligning sales, product, growth and customer success teams.

Central to that mission is Higgsfield’s partnership with NVIDIA, announced at Cannes, and the launch of Supercomputer 2.0, an enterprise marketing AI agent framework built on the NVIDIA Agent Toolkit. Asmar highlighted that the collaboration gives enterprises “complete visibility and control over their agents,” countering fears that autonomous AI could cause unintended harm. She sees the framework as a way to help large companies safely deploy AI agents for marketing.

The appointment, however, lands against a mixed backdrop. In February, Forbes reported that Higgsfield had circulated promotional AI videos containing racist and obscene content, and that its shock-driven marketing upset parts of its user base. Higgsfield is also said to be closing its Series B, targeting between $300 million and $500 million at a $5 billion pre-money valuation—a leap that will demand robust enterprise adoption to justify.

Why the Hire Signals a Pivot to Enterprise Deals and AI Agents

Where Asmar’s Brand-Side Experience Meets Higgsfield’s AI Platform

Asmar’s resume—gleaned from top agencies and iconic consumer brands—suggests Higgsfield is prioritizing enterprise credibility over the viral, sometimes reckless, image that once defined the startup. Her background in guiding brand strategy for Nestlé, Coca-Cola and L’Oréal could help Higgsfield craft the premium, trusted narrative that chief marketing officers expect before committing large-scale budgets. While she stopped short of sharing specific deal pipelines, her immediate focus on demand generation and tech-company deals indicates that Higgsfield is moving beyond land-grab user acquisition to measured, contract-based growth.

The NVIDIA Partnership as a Trusted AI on-Ramp for Enterprises

The Supercomputer 2.0 framework, built on NVIDIA’s toolkit, directly addresses a barrier to enterprise AI adoption: fear of uncontrolled agents. By offering visibility and control, Higgsfield positions itself as a safe sandbox for marketing automation—a crucial differentiator when compliance teams are reviewing AI tools. This partnership also aligns Higgsfield with NVIDIA’s broader enterprise ecosystem, potentially smoothing procurement and integration for Fortune 500 clients who already rely on NVIDIA infrastructure.

Lingering Reputation Risk From Controversial Promotions

The Forbes exposé about racist and obscene promotional videos remains a tangible threat. Even as Higgsfield tries to rebrand as an enterprise-grade platform, risk officers and reputational steering committees may recall the earlier shock tactics. Asmar’s appointment can be read as a move to rebuild trust, but the real test will be whether enterprise contracts include content-moderation guarantees or opt-out clauses tied to brand safety. Any renewed controversy—especially around AI-generated content—could spike churn or delay major enterprise wins.

What Competitors and Potential Buyers Should Watch For

• Competitors should watch for enterprise deal momentum: With 390 Fortune 500 firms already using Higgsfield, Asmar’s sales-and-marketing focus could quickly convert informal adoption into binding annual contracts. AI-video rivals should benchmark whether Higgsfield begins announcing marquee enterprise partnerships and volume-based pricing tiers over the next two quarters.
• NVIDIA’s endorsement could raise the bar for AI-agent trust: The Supercomputer 2.0 launch gives Higgsfield a unique positioning on agent safety. Competing platforms that lack similar partner-led governance frameworks may need to scramble for equivalent integrations to satisfy enterprise procurement demands.
• The $5 billion valuation hinges on sustained commercial growth: Higgsfield’s Series B pricing implies investors believe the $500M run rate is a baseline, not a peak. Stakeholders should monitor whether the company discloses contract values or renewal rates after Asmar’s first full quarter—signs that the revenue mix is shifting from self-serve to committed enterprise spend.
• Reputational oversight must be priced into enterprise deals: Buyers evaluating Higgsfield should ask direct questions about content moderation protocols, agent guardrails, and contractual safeguards tied to brand safety. The Forbes controversy has not been fully resolved; any repeat incident could expose clients to public backlash and make exit clauses a critical negotiation point.