As the responsibilities of senior marketing leaders expand, so do the expectations of the executives hiring them.
Below, experts from leadership advisory firm Russell Reynolds Associates share five key characteristics companies are looking for in their next top marketer:
- Focus on growth
Marketers must connect their efforts to revenue. They must know how to scale the business. Raising awareness and elevating the brand's reputation alone are no longer enough.
"It's not marketing for marketing's sake," said Jennifer Doidge, who leads Russell Reynolds Associates’ CMO practice in North America.
2. Keen understanding of the customer
Companies expect senior marketers to know what's happening with consumers and use those insights to inform business decisions.
"Customer centricity has been hugely important," said Doidge.
3. AI fluency
Table stakes.
4. Brand building
As companies gain access to the same technology, they need new ways to distinguish themselves from the competition. This makes strong brand building a valuable skill.
"The market is really leaning toward leaders who know how to combine brand and customer and creativity," said Doidge.
5. Executive presence
Today's top marketers must be ready to hold their own at the leadership table. They should come equipped with a willingness to collaborate with other executives and point of view on what the business should do next.
"The reason a lot of my candidates don't get jobs is not because they can't own a P&L or because they're not commercial," said Greg Hodge, head of Russell Reynolds Associates’ customer activation and growth practice in Europe. "It's because their executive presence is lacking."
As Doidge put it: "You are a business leader, not just a marketing leader."
