Chief marketing officer

A chief marketing officer (CMO), also called a marketing director or chief brand officer (CBO),^[1]^[2] 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.^[3]

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.^[4]^[5]

^ McDonald, Malcolm. "The Post-Covid CMO in the Digital Age: The need for marketing planning is greater now than it has ever been". Marketors.org. Worshipful Company of Marketors. Retrieved 19 December 2022.
^ Welch, Andrew (March 2008). "Who is the brand daddy?" (PDF). Landor.com. Landor Associates. Archived from the original (PDF) on 7 October 2013. Retrieved 19 December 2022.
^ Germann, Frank; Ebbes, Peter; Grewal, Rajdeep (2015). "The Chief Marketing Officer Matters!". Journal of Marketing. 79 (3). SAGE Journals: 1–22. doi:10.1509/jm.14.0244. S2CID 168076084. Retrieved 20 May 2022.
^ Ives, Nat (2021-04-29). "CMOs' Time in Their Posts Continues to Grow Shorter". The Wall Street Journal. ISSN 0099-9660. Retrieved 2021-04-30.
^ Jefferson, Michaela (2021-04-29). "CMO tenure falls to lowest level in over a decade". Marketing Week. Retrieved 2021-04-30.

[1] McDonald, Malcolm. "The Post-Covid CMO in the Digital Age: The need for marketing planning is greater now than it has ever been". Marketors.org. Worshipful Company of Marketors. Retrieved 19 December 2022.

[2] Welch, Andrew (March 2008). "Who is the brand daddy?" (PDF). Landor.com. Landor Associates. Archived from the original (PDF) on 7 October 2013. Retrieved 19 December 2022.

[3] Germann, Frank; Ebbes, Peter; Grewal, Rajdeep (2015). "The Chief Marketing Officer Matters!". Journal of Marketing. 79 (3). SAGE Journals: 1–22. doi:10.1509/jm.14.0244. S2CID 168076084. Retrieved 20 May 2022.

[4] Ives, Nat (2021-04-29). "CMOs' Time in Their Posts Continues to Grow Shorter". The Wall Street Journal. ISSN 0099-9660. Retrieved 2021-04-30.

[5] Jefferson, Michaela (2021-04-29). "CMO tenure falls to lowest level in over a decade". Marketing Week. Retrieved 2021-04-30.

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