Heineken is combining its global chief marketing officer and chief sales officer roles to create the position of chief commercial officer, one of a number of organisational changes announced today (31 March) to “accelerate strategy delivery”, according to the company.
Marketing has an increasingly integral role in business growth but research shows it still has a job to do to change its perception as the colouring-in department.
Ever more brands are appointing their top marketers as chief commercial officers, signifying a wider change that’s happening in the boardroom as, with more data to back up their actions, marketers are steadily gaining more respect and responsibility.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.