The chief marketing officer (CMO) is the leader of the company's marketing plan. In this position, she is both a visionary and an executor. She determines the tactics and strategies to build brand awareness and new business. She decides when and where to implement these strategies. With a growing number of marketing channels to choose from, the CMO's job has never been more important. Read on to learn more about the role of a CMO and the duties and responsibilities of this role.
The role of the chief marketing officer is quite varied and can vary from company to company. In some companies, the chief advertising officer or chief marketing office is the title of a department. The role can vary widely depending on the company's size, corporation status, structure, and other factors. Often, a large multinational company will have a separate chief advertising officer or chief marketing officer. A smaller company may employ another title for this position or incorporate the duties into another role.
The role of a CMO has changed significantly over time, but it remains essentially the same. The CMO should have significant influence over major organizational decisions and marketing initiatives. Giving the CMO such influence will help to build the relationship between the CEO and the CMO, thereby increasing the chances of retaining him or her. However, many CMOs are not given that much authority, and instead have to rely on other managers.