The role of the chief marketing officer has long been documented. Its back and forth into the boardroom has been about as public as Facebook’s outage last month. Last year, three UK brands reinterpreted the traditional chief marketing officer role and merged marketing with its customer team. Johnson & Johnson abolished the title of chief marketing officer, while McDonald’s and Coca-Cola reinstated their chief marketing officer positions, reversing earlier moves to replace them.
So why has there been so much movement? There are many reasons for the chief marketing officer role being displaced – one being the change in the chief technology officer’s role and a sudden surge in programmatic around the customer journey. Overnight, digital heads had a better handle on data and, therefore, a competitive advantage in understanding customers, how they behave and how to commercialize those behaviors. The chief marketing officer became wrong-footed by the power of digital and data.
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