chief marketing officer

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      A chief marketing officer (CMO), also called a chief brand officer (CBO), is a C-suite corporate executive responsible for managing marketing activities in an organization. The CMO leads brand management, marketing communications (including advertising, promotions and public relations), market research, product marketing, distribution channel management, pricing, customer success, and customer service.
      The CMO typically reports to the chief executive officer and may be reported to by senior vice presidents, vice presidents, directors, and other senior marketing managers. Historically, some jurisdictions have conferred legal responsibility upon marketing chiefs, but the use of modern-day titles typically does not correspond to a legally defined role.
      A study from consulting firm Spencer Stuart in 2021 showed that women made up 47% of CMO positions in 2020, an increase from the 43% reported in 2019. 13% of CMOs had a racially or ethnically diverse background in 2020, down from 14% in 2019.


      Responsibilities


      As part of the senior management, the CMO is involved in developing and adjusting company strategy and plans based on market conditions and competitive dynamics. CMOs may be involved in departments such as production, information technology, corporate communications, documentation, public relations, law, human resources, and finance. One Gartner analyst predicted that in the future CMOs will spend more on IT than their counterpart CIOs, with many modern CMOs handling increasing amounts of customer-facing technology implementations. According to McKinsey, few senior-executive positions will be subject to as much change over the next few years as that of the chief marketing officer.
      The CMO is responsible for facilitating growth, sales and marketing strategy. They work towards objectives such as revenue generation, cost reduction, or risk mitigation. The CMO completes tasks that fall into three different categories: Analytical tasks, such as pricing and market research; creative tasks, such as graphic design, advertising and product, and service promotion; and interpersonal tasks, such as coordinating with other company executives in creating alignment on strategy and execution plans.
      CMOs see customer loyalty as their top priority in the digital era; their second priority is to design experiences for tablets and mobile apps.


      Challenges


      The unpredictable effect of marketing efforts and the need to drive profits often leads to a short tenure for most CMOs. Consulting firm Spencer Stuart revealed average CMO tenure in 2020 was 40 months, which was the lowest in a decade. In comparison, the average CEO tenure is 7 years.
      In a CMO mapping study done by Raines, CMOs are losing influence. A proportion of CMOs don't feel valued, and many CMOs don't have clear alignment with their CEOs on key performance metrics.


      See also


      Digital strategy manager
      Chief web officer


      References




      Further reading


      Chief Marketing Officers: A Study of Their Presence in Firms'Top Management Teams doi:10.1509/jmkg.72.1.65
      The role and function of the chief marketing executive and the marketing department: A study of medium-sized companies in the UK doi:10.1080/0267257X.1986.9963990
      Functional top management teams and marketing organization: exploring strategic decision-making doi:10.1509/jmkg.75.1.60


      External links


      Matthew Schwartz (November 30, 2005). "Study: Marketing execs still lack boardroom clout". BtoB magazine. Retrieved 2012-02-23.

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    What Is A Chief Marketing Officer? CMO Role Explained - Forbes

    Mar 31, 2024 · Discover the world of Chief Marketing Officers (CMOs): their responsibilities, essential skills, and the pathway to becoming a successful CMO in any industry.

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    Dec 14, 2022 · The chief marketing officer, or CMO, is an executive who oversees all marketing processes of an organization. They set the marketing strategy, create benchmarks and maintain a plan for helping a brand achieve success through its marketing activities.

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    Feb 3, 2022 · A Chief Marketing Officer is responsible for overseeing the planning, development and execution of an organization's marketing and advertising initiatives. They play a vital role in a company’s growth and have important responsibilities that range from creative influence to business strategy.

    Chief marketing officer - Wikipedia

    A chief marketing officer (CMO), also called a chief brand officer (CBO), [1] [2] is a C-suite corporate executive responsible for managing marketing activities in an organization.

    Chief Marketing Officer (CMO) - Responsibilities, Salary

    What is a Chief Marketing Officer (CMO)? A chief marketing officer is a corporate executive who is tasked with overseeing the marketing activities of an organization. Other terms that are used to refer to the chief marketing officer include Marketing Director and Global Marketing Officer.

    Chief Marketing Officer (CMO) Job Description [Updated for …

    Jan 13, 2025 · What does a Chief Marketing Officer do? Chief Marketing Officers work on a company’s executive team to grow the business through marketing and outreach. They research information about their customers and competitors to project future growth and identify possible sales opportunities.

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    Jul 2, 2024 · In this article, we explain what a chief marketing officer is and discuss the nine key roles of a CMO. What is a CMO? A chief marketing officer (CMO) is a senior executive within an organization who's responsible for overseeing the company's …

    Chief Marketing Officer – Roles and Responsibilities

    Sep 19, 2024 · A chief marketing officer, often referred to as the CMO, is a C-suite executive responsible for developing and overseeing an organization’s marketing strategy. This role plays a critical part in defining the brand identity, promoting products or …

    Learn About Being a Chief Marketing Officer | Indeed.com

    Jan 28, 2025 · What does a chief marketing officer do? A chief marketing officer (CMO) leads the marketing team in developing, implementing and delivering marketing campaigns to prospective customers as well as customer outreach via social media.

    What Is a Chief Marketing Officer? A Look at the Role of a CMO

    Jun 17, 2021 · The chief marketing officer, or CMO, is the highest-level marketing position in a company, responsible for developing and executing the brand’s marketing campaigns and leading the marketing team. The CMO’s primary goal is to increase brand awareness and revenue.