A CMO (chief marketing officer) is a C-level corporate executive liable for activities in an organization that need to do with creating, communicating and delivering choices that have value for patrons, shoppers or business partners.

A CMO’s main mission is to facilitate development and improve sales by growing a complete marketing plan that will promote model recognition and help the organization gain a competitive advantage. In an effort to achieve their own goals and effectively form their companies’ public profile, CMOs should be exceptional leaders and assume the voice of the customer throughout the company.

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

Chief marketing officer job description

More specifically, the CMO is the executive in control of growing the strategy for corporate advertising and branding, as well as buyer outreach. Because the senior most marketing position in the group, 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 within the marketplace, utilizing traditional strategies, as well as newer applied sciences reminiscent of data analytics;

decide how and the place the company should be positioned sooner or later;

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

execute on that strategy.

The CMO’s work is predicted to produce top-line outcomes, with marketing efforts raising the model awareness, recognition and loyalty that will in the end lead to elevated sales.

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

Salary and pay structure

In accordance with PayScale, total compensation for a U.S.-primarily based CMO ranges from nearly $85,000 to about $315,000.

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

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

CMOs make that money via an annual salary, individual bonuses, profit sharing and commission.

Chief marketing officer roles and responsibilities

The CMO has a breadth of roles and responsibilities to help its overall mission. These embrace:

overseeing the development and placement of the creative elements 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 exterior public relations groups to create a coordinated message.

Why the CMO function has gained prominence

The technology advancements of the twenty first century have elevated the importance 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 reach clients and understand their thoughts on products, providers and brands.

They also have given a new, much more prominent voice to consumers who can instantaneously broadsolid their opinions to probably 1000’s, if not millions, of people.

At the same time, CMOs and their teams are able to tap those applied sciences to reach and affect clients, position their products and problem competitors on the identical speed and scale because the customers.

As it has been with other C-suite executives in this new technology-pushed business paradigm, the CMO should collaborate a lot more extensively with his or her executive peers with a view to keep pace. CMOs also should be capable of adaptation and innovation, as technologies evolve and markets shift in response.


CMOs, who may additionally have the title of vice president of sales and marketing, usually have at the very least a bachelor’s degree in marketing (although an MBA is usually favorred, if not also required). They generally have at the least a decade of expertise in marketing and/or advertising and a number of years of experience in a managerial role.

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

In addition, the CMO function immediately requires a high level of technical aptitude to maximise the tools and leverage the social media platforms which are essential to marketing efforts.

As an example, CMOs are anticipated to supervise the company’s use of analytics platforms to understand customer preferences, priorities and patterns particularly by means of person-generated media and how that insight can drive sales.

They’re also anticipated to direct marketing campaigns and buyer outreach through existing — and emerging — social media sites, as well as via traditional channels.

To that finish, CMOs should be highly inquisitive and modern, able to identify emerging technologies that would disrupt their business or business and in addition then able to respond to that by directing his or her C-suite colleagues on how one can reposition the company in light of that change.

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