The CMO Report
Second Edition
Shaping the Future of Global Marketing Leadership
Rory O’Neill
CHECKOUT.COM
Global Chief Marketing Officer
Matthew Bushby
RIGHTMOVE
Chief Marketing Officer
Mark Street
Ex. BUPA, ROYAL MAIL
Communications Director
Ellie Norman
FORMULA E, EX. MANCHESTER UNITED
Chief Communications Officer
Craig Welch
ELSEVIER
SVP Marketing
Chris Goodman
CROWE, NEW YORK
Chief Marketing Officer
Bonnie Pelosi
MICROSOFT
EMEA Chief Marketing Officer
Antonia Wade
PwC
Global Chief Marketing Officer
Alessandro Manfredi
DOVE
Chief Marketing Officer
How are marketing leaders approaching their AI strategy?
Improving efficiency, setting solid foundations and enhancing customer experience.
CMOs are taking a test-and-learn approach to artificial intelligence, largely due to the rapid pace of AI development and the need to set solid foundations for the future.
Despite an eagerness to use the latest tech, deliberate choices are being made to consider the risks and ethics of AI.
At the forefront is data and customer-centricity. Data must be nurtured to ensure reliability and relevance from AI platforms, and ownership of this data must be considered to improve the customer experience.
- The overarching goals are the same, but the means to get there are different. On one hand it’s exciting, but it’s rapidly changing and it’s a key role of the CMO to keep abreast of these things.
Chris Goodman
CROWE, NEW YORK
Chief Marketing Officer
- You don’t need to be an expert in tech, but you need to be an expert in how you can use technology in marketing.
Bonnie Pelosi
MICROSOFT
EMEA Chief Marketing Officer
- We are always referencing what the technology and tools will do for the customer.
Rory O’Neill
CHECKOUT.COM
Global Chief Marketing Officer
What is marketing’s role in driving responsible growth?
Integrating Brand Purpose with Business Strategy
Purpose-driven brands can accelerate growth, but there’s a clear need for alignment with the company’s core beliefs.
Marketers are positioned to drive change beyond their marketing teams, ensuring there’s collaboration with partners, clients, and internal teams to ensure deliberate positive action.
- If you really believe in purpose, you need to take action. People see whether you’re authentic about it or whether you’re not. And you need to commit to making people know about it.
Alessandro Manfredi
EX. DOVE
Chief Marketing Officer
- There is one brand and many audiences. Great brands are deliberate about the belonging and followership that they create.
Rory O’Neill
CHECKOUT.COM
Global Chief Marketing Officer
- Having the platform and visibility that sport does, it should be used and heralded in a way to bring awareness to causes.
Ellie Norman
FORMULA E, EX. MANCHESTER UNITED
Chief Communications Officer
How should we be driving diversity in marketing?
tml Partners’ recent diversity survey has shown that despite improvements in gender diversity, the industry is still grappling with ethnic diversity, with only 14% of CMOs in the UK coming from ethnic minority backgrounds.
How is the role of the Chief Marketing Officer evolving?
The modern era of marketing leadership
The role of the CMO is evolving to encompass a broad spectrum of skills, including creativity, leadership, influence, and data analytics, reflecting the multifaceted nature of modern marketing.
CMOs and their teams must continually learn and develop skills to keep up with digital and industry trends.
CMOs play a pivotal role in defining the commercial significance of marketing within organisations, advocating for long-term growth and consumer-focused strategies.
- We need to tell the story of how we represent the consumer and the value that drives in creating long-term growth.
Matthew Bushby
RIGHTMOVE
Chief Marketing Officer
- The CMO brings the purpose to life and making it feel real for people.
Mark Street
Ex. BUPA, ROYAL MAIL
Communications Director
- If you over index on digitisation you miss the opportunity of identifying what is your purpose and what you stand for.
Chris Goodman
CROWE, NEW YORK
Chief Marketing Officer
How are CMOs responding to evolving working styles?
Maintaining momentum in a hybrid world
Modern ways of working have enabled CMOs to access talent from around the world, resulting in greater diversity of thought and international functions.
CMOs are being intentional with how they maintain strong communication with their teams in a hybrid world.
There is still great emphasis on face-to-face interactions to continue collaborating and fostering personal connections, whilst enabling better work-life balance by embracing online arrangements.
- As a leader, it’s beholden on you to over communicate rather than under communicate.
Antonia Wade
PwC
Global Chief Marketing Officer
- How do you get stickiness of the brand and understanding of your culture? You have to experience that in an office-type environment.
Bonnie Pelosi
MICROSOFT
EMEA Chief Marketing Officer
- We’ve increased the diversity of our marketing staff because we have the opportunity to have staff all over the world. Romania, Brazil, Mexico City. That brings more ideas and different perspectives.
Craig Welch
SVP MARKETING
Marketing
Panel Interviews
Insights
in Partnership with
The Future of Intelligent Marketing Performance - A report by Accenture Song and tml Partners
As the shift of technology, data regulation, and consumer behaviours continues, how can marketers become more customer-centric and continue driving growth? This roundtable report features insights from marketing leaders from Liverpool F.C., Vodafone, Pret, Bang & Olufsen and more.
in Partnership with
The Power of Trust: Joining the Dots Between Brand and Demand
About The CMO Report
As the role of the Chief Marketing Officer undergoes significant transformation, The CMO Report by tml Partners brings together insights from some of the most influential CMOs across various industries.
In an age where technology, data, and consumer behaviour are reshaping the marketing field, The CMO Report delves deep into how leaders are adapting to these changes. From harnessing the power of AI to driving purpose-led growth and fostering diversity within teams, this report offers a wealth of knowledge on how today’s marketing leaders are steering their organisations forward.
Compiled by tml Partners, a specialist executive search firm with a focus on placing top-tier commercial and marketing leaders, The CMO Report is an essential resource for those looking to understand the future of marketing. Whether you’re navigating the complexities of digital transformation or seeking to build a brand with lasting impact, this report provides the strategic insights you need to stay ahead of the curve.