Today's senior marketer roles have evolved to have a broader focus on customer, tech and are key players in business strategy.
Despite many changes to the title of the senior marketer role over the years at different businesses. Last month coffeehouse company Starbucks axed its global chief marketing officer (CMO) role after promoting the CMO to CEO.
The role of the chief marketer at the top is expanding at the moment not decreasing, says Australian Association of National Advertisers (AANA) CEO Josh Faulks.
“I think the industry gets a little bit too worked up about titles,” Faulks told AdNews.
"While the role of that chief marketer at the top table might be under a different title it will continue to be critical for any business that wants to be successful."
For example, Faulks pointed out one of the country’s best marketers is Anubha Sahasrabuddhe who was promoted from CMO at alcoholic beverages company Lion to chief growth officer last year as a result of changing macro influences.
Sahasrabuddhe’s role now includes strategy, data digital and technology.
“What we're seeing is CMOs are being asked to take on more, not less,” Faulks said.
“And there will be some instances like Starbucks where organisations remove [marketing] positions.
“But I think that the data is pretty clear that the CMO role is seen as very important, whatever that title is, and it's critical for most businesses to help drive growth and profit.”
At the top, customer experience is at the forefront of the senior marketers role today.
IAG last year created a joint chief customer and marketing officer role.
Similarly Coles last year replaced its CMO role with the brand’s first chief customer officer.
Faulks highlighted Mecca CMO Kate Blythe, as a great example of a marketer focusing on customer experience throughout their journey.
“But marketers also have to be at the forefront of tech changes and big data - with AI’s pace of change as a disruptor, I can only see the focus on tech increasing,” Faulks said.
“For the consumer AI will make marketing better, as marketing will become more personal, more curated and more intimate.
“But you've got to expect that this means fewer people, leveraging that technology to deliver personalization and scale.
“And what I'm hearing and seeing is rather than focusing on the risks and the regulation around AI, we also look at how we leverage the opportunities to deliver growth.”
Sustainability, environmental claims and DE&I are also key pillars of the role.
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