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While this idea may sound apocalyptic, I'd suggest the traditional post of CMO may well be on the way out. Consider British Airways, traditionally a champion of big brand marketing, whose recent top-level marketing restructure has seen the end of the CMO role entirely and its incumbent moved to the new post of director of customer experience.
This shift at such a big brand is emblematic of the thinking among more progressive brands: Customer experience trumps branding in delivering commercial performance.