The scope of chief marketing officers is expanding

Chief marketing officers are increasingly having to fill multiple roles, often encompassing the duties of chief customer or growth officers, Forbes reported June 1.

According to Richard Sanderson, leader of the marketing, sales and communications office of consultancy Spencer Stuart, the chief marketing officer role has expanded in the last decade, and is continuing to do so. 

"The 'Modern CMO' is expected to be a brand visionary, a product marketing guru, and also an expert in new capabilities around data science, martech, and life cycle marketing," Mr. Sanderson told Forbes. "The reality is that very few people can do it all, but those that can are increasingly in demand and have significant strategic and commercial impact on their organizations."

The tasks of roles once devoted to chief strategy, experience, digital, category or sustainability officers are now being rolled into the chief marketing role at some large organizations. This has created the opportunity for marketing executives to step into "CMO plus" roles and gain and develop skills outside of just traditional marketing.

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