Are CMOs for the scrap heap? Why 21st century marketing has moved on

The global operational map of any global behemoth such as Starbucks or Uber, resembles a patchwork quilt of smaller, intricately linked pieces – or markets.

In that light, Starbucks’s decision not to replace outgoing global CMO Brady Brewer following his promotion, opting instead to bring in more regionalised marketing teams seems very logical. Such a decision allows for much more on-the-ground flexibility – with local marketing leads taking a more hands-on approach to tailored, market-specific campaigns.

Does this mean that the CMO role is becoming obsolete? Not necessarily – at a global or international level, it was most likely never that useful anyway – but a local CMO with in-depth knowledge of their market is still pivotal for success.

Amplify head of client services, Hannah Partridge, says global brands are facing “ever-turbulent and challenging” times.

“Macro and microeconomic factors, changing legislation and the continued rise of consumer power mean these global businesses need to adapt and evolve rapidly,” she explains.

“Flipping from a global CMO to a regional, tuned-in, and connected CEO seems pretty smart.”

To read the full article, visit Marketing Beat.