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What are the Primary Responsibilities of a CMO?

A Chief Marketing Officer (CMO) is a corporate executive responsible for marketing activities in an organization. The CMO leads brand management, marketing communications (including advertising, promotions and public relations), market research, sales management, product development, distribution channel management, pricing, and customer service.

The CMO is a member of the C-suite and typically reports to the Chief Executive Officer. A number of Senior Vice Presidents, Vice Presidents, Directors, and other senior marketing managers responsible for various parts of the marketing strategy may report directly to the CM.

Duties include, but are not limited to of the CMO:

  • Research the experience of the customer in interacting with the organisation and drive improvements
  • Drive change across the organisation with regard to elements such as social media or digitisation
  • Build brand awareness and ensure that all communications align with the brand
  • Meet with the chief executive regularly
  • Attend board meetings as a member of the board and take part in discussions
  • Take responsibility for the look and content of the website(s) and social media outlets, maximising visitor conversion
  • Acquire reliable and comprehensive data on sales and customer experience from different departments
  • Use CRM (Customer Relationship Management) systems
  • Drive investment in digital marketing and roll out technological upgrades
  • Establish the marketing budget and track return on investment
  • Commission market research and understand how markets are changing
  • Communicate regularly with other departments and executives, reporting on marketing activity
  • Build a marketing team and mentor them
  • Build relationships with creative, digital and media agencies
  • Contribute to product development
  • Use analytics to drive product development
  • Set KPIs and report to the board on progress
  • Spot opportunities in the market and drive growth of the business
Requirements
  • Bachelor’s degree, Master’s Degree in Business Administration (MBA) often a Chartered Marketer (CIM)
  • 15+ years’ experience in leading an integral marketing function in a large, multi-sector, multi-sited technology sector business
  • Demonstrable and quantifiable experience in driving successful brand and product launches that have gone on to provide competitive advantage
  • Excellent communication skills, organisational and analytical skills

What are the salary expectations of a CMO?

A few factors such as the maturity and size of the business will have a bearing but in broad terms a CMO will command a salary of between £100K - £250K with an attractive STIP and LTIP along with some form of equity participation in the business. 

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