Бас маркетинг директоры: Рөл, міндеттері және тенденциялар

Highest ranking executive level position focusing on marketing
A chief marketing officer (CMO), also called a global marketing officer or marketing director, or chief brand officer, is a corporate executive responsible for managing marketing activities in an organization. Whilst historically these titles may have signified a legal responsibility, for example at Companies House in the UK, the titles are less strict/formal in the 21st Century and allow companies to acknowledge the evolving and increasingly significant role that marketers can play in an organisation, not least because of the inherent character of successful marketers. 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. The CMO is a member of the C suite and typically reports to the chief executive officer. A number of senior vice presidents, vice presidents, directors, and other senior marketing managers responsible for various parts of the marketing strategy may report directly to the CMO. 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 racially or ethnically diverse background in 2020, down from 14% in 2019.

The CMO is responsible for facilitating growth, sales and marketing strategy. They must work towards objectives such as revenue generation, cost reduction, or risk mitigation. The unpredictable effect of marketing efforts, coupled with the need to drive profits, often leads to a short tenure for most CMOs. Consulting firm Spencer Stuart revealed average CMO tenure in 2020 was 40 months (a little over 3 years), which was the lowest in a decade. This compared with average CEO tenure of 7 years indicates challenge for CMOs to drive long term growth. In a CMO mapping study done by Raines, CMOs are losing their influence (73% of Fortune 250 companies have a Global CMO, but only 44% of Global CMOs sit in the C suite). CMOs don't feel valued (23% of surveyed Fortune 500 CMOs were unsure their CEO understood their job). CMOs don't have clear alignment with their CEOs on key performance metrics (42% of surveyed Fortune 500 CMOs considered "Topline Revenue Growth" a top priority) whereas "topline growth" is typically one of the major priorities for CEOs at any stage of a business. CMOs see customer loyalty as their top priority in the digital era; their second priority is to design experiences for tablets and mobile apps.