What is a Chief Marketing Officer?

A CMO (chief marketing officer) is a C-level corporate executive accountable for activities in a company that need to do with creating, speaking and delivering choices that have worth for customers, shoppers or business partners.

A CMO’s primary mission is to facilitate growth and enhance sales by developing a complete marketing plan that will promote model recognition and help the organization acquire a competitive advantage. In an effort to achieve their own goals and effectively shape their firms’ public profile, CMOs should be exceptional leaders and assume the voice of the client throughout the company.

Chief marketing officers typically report to the CEO or chief working officer (COO) and hold advanced degrees in both enterprise and marketing. A CMO who has a strong background in information technology may additionally 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 in control of developing the strategy for corporate advertising and branding, as well as customer outreach. As the senior most marketing position within the group, he or she oversees these features throughout all company product lines and geographies.

It’s the CMO’s job to:

understand the corporate’s position in the marketplace, utilizing traditional methods, as well as newer applied sciences comparable to data analytics;

decide how and where the company ought to be positioned sooner or later;

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

execute on that strategy.

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

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

Wage and pay construction

In response to PayScale, total compensation for a U.S.-based mostly CMO ranges from practically $85,000 to about $315,000.

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

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

CMOs make that money by an annual wage, individual bonuses, profit sharing and commission.

Chief marketing officer roles and responsibilities

The CMO has a breadth of roles and responsibilities to support its general mission. These embody:

overseeing the development and placement of the creative parts that position the company within 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 corporate’s public relations efforts, or working in conjunction with inside and external 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 succeed in prospects and understand their ideas on products, companies and brands.

They also have given a new, a lot more prominent voice to consumers who can instantaneously broadsolid their opinions to doubtlessly thousands, if not millions, of people.

At the identical time, CMOs and their groups are able to tap those applied sciences to succeed in and influence clients, position their products and challenge competitors at the same speed and scale because the customers.

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

Qualifications

CMOs, who may also have the title of vice president of sales and marketing, usually have not less than a bachelor’s degree in marketing (although an MBA is often preferred, if not also required). They generally have not less than a decade of expertise in marketing and/or advertising and multiple years of experience in a managerial role.

They’re anticipated to have strong leadership skills, expertise in project development, glorious communication skills and a high level of enterprise acumen.

In addition, the CMO function immediately requires a high level of technical aptitude to maximize the instruments and leverage the social media platforms which might be essential to marketing efforts.

For example, CMOs are expected to oversee the corporate’s use of analytics platforms to understand buyer preferences, priorities and patterns particularly by way of consumer-generated media and how that insight can drive sales.

They’re also anticipated to direct marketing campaigns and customer outreach by way of existing — and rising — social media sites, as well as via traditional channels.

To that finish, CMOs have to be highly inquisitive and innovative, able to establish rising applied sciences that would disrupt their enterprise or industry and in addition then able to answer that by directing his or her C-suite colleagues on how to reposition the company in light of that change.