From Brand Custodian to General Manager

The new role of the CMO

We are currently witnessing a global trend that is redefining the map references to which companies refer for strategic direction: driven by the rapid advance of digital media, a sharp focus on the customer and consumer is emerging as the new linchpin of corporate strategy. As a result, the marketing function is becoming a crucial success factor and the role of Chief Marketing Officer is undergoing fundamental transformation. The former brand custodian is fast becoming a general manager who launches and drives a market-oriented management approach. Already well advanced in the consumer goods sector, this trend is now embracing other industries as well.

In this issue of Experts we aim to provide you with valuable information about this transformation. In our interview with Erich Stamminger you will discover what the Board Member Global Brands at adidas considers the key success factors in his career and what he believes makes for a successful CMO in today’s market environment. You will also learn about the changes that the experts at our CMO Practice have been witnessing and why, as a result, the competency profiles of CMOs and CEOs are progressively converging. And finally, our panel contributors from five leading companies in different industries and geographies provide a first-hand impression of how the profile of the CMO has changed over recent years.

We hope you find that the articles in this issue make inspiring reading. If you would like to know more or discuss aspects of this topic concerning your own company, the experts from our CMO Practice are at your disposal.

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