How Mars’ shift from CMO to chief growth officer has reframed marketing
Lucy TesserasBringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
The hidden power of the marketing funnel
Thomas BartaTo some people the marketing funnel is far too simplistic; to others it can be a priceless tool for improving sales.
Marketers’ only shot at influence is to embrace the CMO title
Mark RitsonCompanies like McDonald’s are abandoning the CMO role in part because marketers insist on constant, pointless reinvention of the position and its responsibilities.
‘Traditional marketing practices are over’: Danone’s CMO on reinventing the function
Molly FlemingDanone’s first global CMO in a decade has overhauled marketing to create a new vision for the company that calls on brands to “be bold or die”.
CMOs shift focus away from customer experience
Erin LyonsA new survey finds that CMOs are shifting customer experience down the priority list as new areas such as leading disruptive innovation and delivering business transformation move up their agendas.
BrewDog’s former marketing boss: It wasn’t ready for a CMO
Ellen HammettBrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
Zaid Al-Qassab: Channel 4 has a new lease of life outside London
Matt BarkerJust three months into his role as chief marketing officer of Channel 4, Zaid Al-Qassab is forging a digital-first identity for the broadcaster, assembling a new team of diverse talent and settling into new headquarters in Leeds.
Why one CMO swapped consumer marketing for B2B
Sarah VizardWith a passion for business and economics forged in her teenage years, Michelle Peluso took her skill for thinking outside the box all the way to The White House, before swapping politics for entrepreneurship, tech and B2B in her current role as CMO at IBM.
Trends 2020: More CMO rebranding
Russell ParsonsThe trend of dropping the CMO and other established titles is set to continue in 2020 while companies scramble to better reflect customer and company need, and marketers lack confidence in their own contribution.
What Unilever’s new chief digital and marketing officer means for the business
Molly FlemingUnilever hiring an operational expert in Conny Braams and creating the new role of chief digital and marketing officer shows a shift in priorities for the FMCG giant.
Unilever creates chief digital and marketing officer role to ensure business is ‘future-fit’
Molly FlemingUnilever veteran Conny Braams will take on the top marketing role at the FMCG giant after Keith Weed retired earlier this year.
Why Premier Foods has a CMO and chief customer officer
Charlotte RogersPremier Foods is hoping to fuel its next stage of growth by creating two new roles – CMO and chief customer officer – to get marketing and sales working closer together.
Pret’s first chief customer officer Barnaby Dawe quits
Molly FlemingBarnaby Dawe is leaving Pret at the end of the year to return to the world of media and ecommerce, with the brand as yet unclear how it will fill his role.
Burger King’s UK marketing boss on why she ignored the doubters
Molly FlemingStory of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.