The chief marketing officer has responsibility for all areas of marketing, including sales, customer experience, public policy, media relations, promotion, web and electronic services and the corporate programs of a company or foundation.
The Chief Marketing Officer (CMO) is the senior executive of a company’s marketing department. He leads the teams that recommend and execute the company’s marketing activities to achieve the financial and strategic objectives of the marketing plan. He manages marketing budgets, sets up business processes and tracks return on investment; reporting on all marketing activities to the suite of chief officers. The CMO is a thought leader and a tactical implementer.
Reporting directly to the Vice President of Business Operations; the Chief Marketing Officer leads marketing operations, sales operations, product management, partnership marketing, customer service and customer retention. As part of the marketing operations, he takes care of the company's media and industry relations, advertising, interactive programs, communications as well as market and customer research. Advertising responsibilities include overseeing trade show exhibiting, printed promotions and electronic promotions such as web sites and social media. He must ensure that the company’s branding comes across in all media.
The CMO should have 10 or more years of senior leadership experience in marketing and sales management with a thorough knowledge of marketing principles, product or service management, sales and business development, along with a demonstrated track record of success and performance. This senior leadership position requires the ability to understand changing market dynamics, translating them into actionable strategy and implementing the strategy to achieve pre-set objectives as determined by the marketing plan. She should have experience in managing budgets effectively across multiple departments, financial reporting, setting up effective metrics and business processes. Knowledge and experience in the company’s industry may be required or preferred.
The chief marketing officer drives day-to-day execution and improvement of the company’s marketing plan; oversees market research and analysis of the competition; oversees the management and research teams on product development; oversees and directs customer service and customer service monitoring processes to ensure client retention and to ensure that customer feedback informs the development process of the product (or service); and researches and creates product ideas and areas for business growth. This position also manages the development of a web site that serves customer, staff and partner needs; handles public relations and corporate communications designed to deliver a brand-consistent message; develops new and enhances existing business relationships and heightens awareness of the company; and provides leadership in the design and production of all aspects of visual marketing needs.
Intangible Personal Qualities
The chief marketing officer is expected to build and maintain a high performance culture through standardized or personalized, effective performance management methods; is an excellent project manager; has impeccable communication and presentation skills; can balance product/service strategy and execution of a marketing plan to deliver both well and has a solid understanding of the value of industry experts and how to work with them to the company’s benefit. A CMO is an excellent change agent, using a style of management that mentors/coaches staff to inspire their best performance. She also builds a personal rapport with all stakeholders, including the team of chief officers, personnel and suppliers; has superior strategic planning and organizational skills with a hands-on execution style; and is able to align and integrate the department’s goals with the other chief officers’ goals so that partnership drives growth.