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.
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Embarking on organisational change means being willing to challenge yourself and others, and leading people through uncertainty with courage.
With A Level results being awarded to aspiring young marketers this week, long-running research from Nottingham Trent University has explored the shared characteristics of students embarking on marketing degrees.