As the CMO's Role Evolves, Companies Are Shifting How They Refer to Top Marketers

Only 36% of Fortune 500 companies call their marketing lead CMO

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Chief marketing officer. Chief brand officer. Chief operating and marketing officer. Chief commercial and strategy officer.

None of these job titles are the same, yet various companies assign them to the same person: their top marketer. The wide range of descriptions highlights the profession’s nebulous nature, as marketers take on more responsibilities amid greater pressure to prove the financial benefit of their efforts.

“The marketing leadership role has become more complex than any other leadership role in the last 10 years,” said Richard Sanderson, a consultant at executive search and advisory firm Spencer Stuart.

Sanderson, who leads Spencer Stuart’s marketing, sales and communications officer practice in North America, noted that organizations today expect top marketers to be everything from a creative guru to an expert in marketing technology.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in