The Role of the CMO Hasn't Changed, but the Way It's Carried Out Has

While more brands are eliminating the position, it may just be an adjustment period

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What’s in a name? For CMOs, that’s a complicated question.

For decades, the title of chief marketing officer was synonymous with heading up a company’s marketing division and being responsible for building a brand. Today, marketers aren’t just responsible for bringing consumers into a brand but also entertaining them and targeting them so they come back. And of course, the channels in which people can be marketed to have multiplied, thanks to the emergence of digital behemoths like Facebook, Instagram and YouTube.

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This story first appeared in the Nov. 25, 2019, issue of Adweek magazine. Click here to subscribe.