CMO tenure rises to 45 months

New Spencer Stuart study on chief marketing officers in the US finds average tenure has nearly doubled since 2006

The average tenure of chief marketing officers has increased to 45 months, according to the latest report from executive recruitment and consulting group, Spencer Stuart.

The ninth annual CMO tenure study found CMOs at leading US consumer brand companies rose two months to 45 months last year, nearly double what it was in 2006 when it reached lows of 23.2 months. The tenure of marketing chiefs proved shortest in the healthcare, automotive, restaurant and communications/media sectors, averaging between 28 and 32 months. Those CMOs staying in the longest in one role are in industrial companies and average 111 months – more than five years longer than CMOs overall.

The report also found the average tenure for CMOs of top technology brands is 60 months, and 54 months at leading financial services firms.

Spencer Stuart consultant, Greg Welch, cited several trends helping to keep CMOs in their jobs for longer, including consolidation of roles across several industry sectors, along with a rise in responsibility these individuals have due to added complexity in the marketing function.

“CMOs truly have come of age; the marketing function and its impact today are much more compelling given the emergence of new technologies and ‘modern’ marketing – particularly in the areas of digital, social and mobile,” Welch commented.

“Consequently, it would appear today’s top marketers are, for the first time in recent history, truly enjoying the full impact that the marketing function can have in propelling an enterprise.”

Lead for Spencer Stuart’s Marketing Officer Practice, Tom Seclow, claimed the role of the CMO is becoming an increasing “meaty” and more satisfying one and now often include general management responsibilities.

“As they gain credibility among their C-suite peers and find more challenges in their current role, many CMOs are staying in their positions for longer,” he added.

In contrast, the average CEO tenure has remained consistent across 2011 and 2012 surveys at seven years.

The Spencer Stuart study was based on CMO tenure at the top 100 advertised brands.

More from Spencer Stuart on the role of the CMO: 10 leadership strategies CMOs should be embracing

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in