Future of CMO Role
UPS sparked discussions last December when it opted to eliminate the position of Chief Marketing Officer (CMO), instead appointing a Chief Commercial and Strategy Officer tasked with overseeing product management and business transformation initiatives. This move triggered widespread commentary and analysis regarding the future of the CMO role within organizations, with many questioning its relevance and longevity. The decision even prompted discussions on the broader implications for careers in marketing, with a notable panel at the World Economic Forum in Davos deliberating on the topic.
Starbucks’ announcement of a similar restructuring initiative, which involves replacing the CMO role with regional leadership positions, reignites the conversation about the fate of the CMO position. Starbucks, a global powerhouse in the retail and hospitality sector, made the decision, poised to spark further speculation and analysis within the industry and beyond.
This latest move by Starbucks underscores the ongoing evolution of organizational structures and leadership roles in response to changing market dynamics and consumer behaviors. As companies navigate increasingly complex business landscapes and prioritize agility and innovation, they are reimagining or phasing out traditional roles such as the CMO. The implications of this trend extend beyond individual companies to the broader marketing profession, prompting professionals to reassess their career trajectories and skill sets in light of shifting industry paradigms.
