Chief Marketing Officer (CMO): what it is and what its functions are
Who is behind brands’ marketing and sales strategies? The answer in three words: Chief Marketing Officer. The marketing manager, the professional responsible for setting the strategic direction to make a company more visible. Do you want to learn more about this role, which is currently among the most valued in the job market?
It is one of the sectors with the best career prospects at the moment, and the role of the CMO – Chief Marketing Officer – is one of the most interesting for those who want to pursue a career in marketing. This field, which has become a strong source of employment with attractive working conditions, places the head of the department as a key figure. Here we want to reveal the key aspects of this job: what it consists of, what functions a CMO performs, and what the salary of a Chief Marketing Officer is.
What is a CMO?
What is a CMO? What activities does the Chief Marketing Officer perform and how much do they earn? The definition of the head of the marketing department could be summarized as the person responsible for designing a global marketing strategy for a brand in order to improve its competitive advantages. The objectives depend on the company’s situation, ranging from making a new company known in the market, to recovering positioning after a crisis, or improving its market presence.
This is an executive position within a company’s organizational structure and is treated and compensated as such. The person chosen to perform the Chief Marketing Officer functions must lead a team of professionals specialized in public image, advertising, communication, marketing, public relations, and corporate identity, among other areas. It is their responsibility to design a strategy that leads the brand toward the goals set by the department. Therefore, when discussing the CMO and what it is, it is essential to focus on the objectives they aim to achieve in their professional role.
What does a CMO do?
The activities carried out by the head of the marketing department are the following:
- Understand in depth the market in which the company operates, its competitors, and its target audience.
- Define, together with the company’s CEO and other executives, the objectives of marketing and communication actions.
- Design the marketing strategy. This is probably one of the key aspects when defining what a CMO does.
- Manage the budget needed to achieve the objectives and allocate necessary resources.
- Implement the planned marketing initiatives.
- Monitor results. If milestones are achieved, the strategy continues; if not, actions must be adjusted.
The CMO is also responsible for reporting progress to senior management. Communication between the Chief Marketing Officer and executives is essential, and this role is considered an executive position within companies.
To perform these functions, it is important that the marketing manager has specialized training, as well as a set of essential soft skills:
- Communication skills.
- Leadership skills.
- Problem-solving ability.
- Ability to handle stress.
- Decision-making skills.
- Creativity and innovation.
Chief Marketing Officer salary
The eternal question when talking about executive positions: What is the Chief Marketing Officer salary? How much does a CMO earn in a company? According to the latest updates from Glassdoor, the average salary ranges between €30,000 and €70,000. The average is around €65,000 and depends on the professional’s experience, whether they are junior or senior.
The value of these professionals is difficult to quantify, as they are responsible for enhancing the value of products and services used daily. Among the most recognized CMOs in the job market are Phil Schiller, head of marketing at Apple Inc., and Lorraine Twohill, who leads Google’s marketing efforts. They are true industry leaders and worth following for best practices in the field.
Which MBA should you study to become a Chief Marketing Officer?
If you are interested in building a career in marketing and communication and aspire to lead teams, there are several educational paths to consider if you want to become a Chief Marketing Officer.
At EAE Barcelona, we offer specialized programs that will help you better understand what a CMO is and provide you with the knowledge and skills needed for the role. One of the most comprehensive is the International MBA, taught entirely in English and offering a global perspective on the business world, with a strong focus on marketing and communication. After all, today, companies that do not communicate do not exist.
Another option to consider if you want to work as a Chief Marketing Officer is the MBA – AI Track, the flagship program of our school. It is designed to transform professionals who want to enhance their creativity and innovation skills using practical and interactive methodologies. Anyone interested in either program can receive guidance from the EAE Barcelona team to choose the one that best fits their profile and career goals.
