What’s a Chief Marketing Officer?

A CMO (chief marketing officer) is a C-level corporate executive accountable for activities in a corporation that should do with creating, speaking and delivering offerings that have worth for patrons, shoppers or business partners.

A CMO’s main mission is to facilitate growth and increase sales by creating a complete marketing plan that will promote model recognition and help the group achieve a competitive advantage. In an effort to achieve their own goals and successfully shape their companies’ public profile, CMOs have to be distinctive leaders and assume the voice of the client across the company.

Chief marketing officers typically report to the CEO or chief working officer (COO) and hold advanced degrees in each enterprise and marketing. A CMO who has a strong background in information technology may also hold the job title chief marketing technologist (CMT). In some bigger organizations, nevertheless, these positions are separate and the CMT reports to the CMO.

Chief marketing officer job description

More specifically, the CMO is the executive accountable for developing the strategy for corporate advertising and branding, as well as customer outreach. As the senior most marketing position in the organization, she or he oversees these features across all firm product lines and geographies.

It’s the CMO’s job to:

understand the company’s position in the marketplace, utilizing traditional methods, as well as newer technologies such as data analytics;

determine how and the place the corporate ought to be positioned in the future;

develop the strategy to drive the group to that future market position; and

execute on that strategy.

The CMO’s work is expected to produce top-line outcomes, with marketing efforts raising the brand awareness, recognition and loyalty that will ultimately lead to increased sales.

As such, the CMO is anticipated to work closely (or in some organizations even lead) the sales unit.

Salary and pay structure

Based on PayScale, total compensation for a U.S.-based CMO ranges from almost $eighty five,000 to about $315,000.

The CMO’s experience level and the geographic location of the position affect the pay, as does the scale of the organization.

PayScale puts the median compensation for a CMO in the United States at $a hundred and seventy,000.

CMOs make that cash through an annual salary, particular person bonuses, profit sharing and commission.

Chief marketing officer roles and responsibilities

The CMO has a breadth of roles and responsibilities to assist its total mission. These include:

overseeing the development and placement of the inventive components that position the company in the marketplace;

researching and assessing the market and the company’s position in it;

supervising or collaborating with sales to turn marketing insights into sales; and

directing the company’s public relations efforts, or working in conjunction with internal and external public relations teams to create a coordinated message.

Why the CMO role has gained prominence

The technology advancements of the 21st century have elevated the significance of the CMO position in lots of organizations. The internet, the ubiquity of mobile computing, the internet of things, analytics, artificial intelligence and social media platforms all have created new ways to achieve customers and understand their thoughts on products, services and brands.

In addition they have given a new, a lot more prominent voice to consumers who can instantaneously broadforged their opinions to doubtlessly hundreds, if not millions, of people.

At the similar time, CMOs and their teams are able to faucet these technologies to reach and affect clients, position their products and challenge competitors at the identical speed and scale as the customers.

As it has been with different C-suite executives in this new technology-driven business paradigm, the CMO should collaborate much more extensively with his or her executive peers so as to keep pace. CMOs also have to be capable of adaptation and innovation, as applied sciences evolve and markets shift in response.


CMOs, who might also have the title of vice president of sales and marketing, typically have a minimum of a bachelor’s degree in marketing (although an MBA is commonly wantred, if not also required). They often have at the very least a decade of experience in marketing and/or advertising and multiple years of expertise in a managerial role.

They’re expected to have robust leadership skills, expertise in project development, excellent communication skills and a high level of business acumen.

In addition, the CMO position at the moment requires a high level of technical aptitude to maximise the instruments and leverage the social media platforms which might be essential to marketing efforts.

For instance, CMOs are anticipated to oversee the company’s use of analytics platforms to understand buyer preferences, priorities and patterns particularly through user-generated media and the way that insight can drive sales.

They’re additionally expected to direct marketing campaigns and buyer outreach by way of existing — and rising — social media sites, as well as by way of traditional channels.

To that finish, CMOs should be highly inquisitive and progressive, able to establish emerging applied sciences that might disrupt their enterprise or trade and likewise then able to respond to that by directing his or her C-suite colleagues on easy methods to reposition the corporate in light of that change.

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