Why CFOs are making the ‘mental stretch’ into marketing
An increasing number of former finance, sales and operations directors are being appointed to senior marketing roles. What do these leaders bring to the table and why the switch?
In 2023, it would be wrong to suggest there is only one route into marketing. While many CMOs are classically trained marketers who have grown up through brand management, an increasing number are joining the profession via more unusual career paths.
When she graduated from her chemistry degree, Gousto chief customer officer Sally Matthews never thought she would end up in marketing. A career in finance felt like a natural fit given her affinity for numbers, coupled with the fact marketing was viewed as an “arty, creative field” in the early 2000s.