The CMO role is increasingly about technology… the M now stands for Media

In the corporate world, the C-Suite is already becoming crowded, with relatively recent roles such as Chief Revenue Officer, Chief Growth Officer and Chief Customer Officer now joining the more traditional functional ranks. Even the more established Chief Marketing Officer role is rapidly changing and evolving in response to shifting priorities that place the customer in an increasingly central position.

Some of the biggest B2C brands in existence, such as Hyatt and Coca-Cola, have already taken the step of combining these senior customer-centric and tech-driven roles into fresh hybrids; combining elements of customer experience and marketing with revenue growth drivers.

Research by the consultancy, Forrester, has identified further changes in this space and concluded that the need for digital transformation and the requisite senior skillsets will be required for businesses to succeed.

Senior role changes suggest that businesses are prepared to focus meaningfully on customers, seeking to truly understand their audience in order to create engagement, conversions and to drive loyalty for the long-term in saturated, highly-competitive markets.

The Chief Customer Officer, or CCO, is one worth focusing on. With a mandate to devise, implement and enhance customer experience programmes across changing channels and customer touchpoints, the role is now found across B2C and B2B industries, reflecting how brands are repositioning to place the customer at their heart.

Customers are already demanding that their needs are met. They are no longer prepared to engage with or buy from, a brand solely based upon product criteria. Now, each touchpoint and the cumulative experience of interactions drives complex customer decisions. Everything from a brand’s customer service ethos to its sustainability and ethical values results in a decision.

CCOs integrate customer initiatives across a range of internal functions and innovate to provide superb experiences. In creating an executive-level role to oversee such tasks, businesses demonstrate that they recognise the overarching nature of this role and the need to make brands truly customer-centric.

But where new roles are created, others are being replaced. For example, Chief Marketing Officers are being replaced by Chief Growth Officers who have the skills needed to implement digital transformation. Smarter CMOs are switching their CVs and rebranding themselves as the more desirable Chief Media Officer instead.

Brands such as Procter & Gamble, Tesco and AirBnB have already devised their own unique CMO alternatives, always driven by strategic technology. But whatever the title, these roles almost invariably have the same deliverables, from finding the best partners to positioning their brand as the best media client and ensuring that media delivers necessary growth. Ultimately, they are responsible for customer experience, along with their fellow C-Suite execs, in a world where technology and customer demands are constantly disrupting the landscape and redefining the requirements for success.

There is little doubt that today’s business management teams face an unprecedented degree of change and accelerating innovation, but the opportunities to succeed in the tech-driven new world are myriad. When you need senior digital talent for your organisation, why not contact us at RC&A.

 

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  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
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    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
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    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
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    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
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    Johnny Meredith, Senior New Business Manager, The Bio Agency.
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    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
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    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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