Shaping the Future of Marketing Leadership with Industry Insights from Leading CMOs
tml Partners, the commercial and marketing headhunters, are delighted to announce the launch of the second edition of The CMO Report, offering a fresh perspective on the evolving role of marketing leadership.
This report provides vital insights into how AI, diversity, and responsible growth are transforming the marketing landscape, alongside how marketing leaders are approaching the opportunities and challenges facing them today.
The report showcases insights from a panel of Chief Marketing Officers representing leading global brands, including:
- Alessandro Manfredi (Ex. DOVE)
- Antonia Wade (PwC)
- Bonnie Pelosi (MICROSOFT)
- Chris Goodman (CROWE, NEW YORK)
- Craig Welch (ELSEVIER)
- Ellie Norman (FORMULA E, Ex. MANCHESTER UNITED)
- Mark Street (Ex. BUPA, ROYAL MAIL)
- Matthew Bushby (RIGHTMOVE)
- Rory O’Neill (CHECKOUT.COM)
These leaders share their experiences and strategies in navigating AI and innovation, driving responsible growth, shaping diversity and inclusion, adapting to new working styles, and the ever-evolving role of the CMO.
Simon Bassett, Chief Executive Officer of tml Partners says: “We’re delighted to release the second edition of The CMO Report at such a critical time for the marketing profession. The perspectives shared by our contributing CMOs underscore the need for agile, innovative, and ethically driven leadership which will shape the future of marketing and business growth. We hope The CMO Report will serve as a useful resource for marketing and commercial leaders who are redefining the boundaries of their impact.”
Key Insights for Marketing Leaders
Among the report’s highlights, AI takes centre stage as CMOs balance the adoption of cutting-edge technologies with ethical considerations and customer-centric strategies. Craig Welch from Elsevier emphasises, “Trust in data is the foundation of any generative AI solution.” His view is echoed by Microsoft’s Bonnie Pelosi, who notes, “You don’t need to be an expert in tech, but you must understand how to use it to enhance marketing.” CMOs are exploring AI’s potential to drive efficiency while maintaining focus on customer experience.
The Role of Marketing in Driving Responsible Growth
Another critical theme in the report is marketing’s growing role in responsible growth. Rory O’Neill from Checkout.com asserts, “There is one brand and many audiences. Great brands are deliberate about the belonging and followership they create.” The report discusses how purpose-driven marketing strategies can align with business growth, fostering authenticity and long-term engagement with both customers and internal stakeholders. This was particularly evident in Alessandro Manfredi’s discussion of initiatives at Dove that have created positive changes in the beauty industry.
Driving Diversity in Marketing
The report also delves into the pressing need to foster diversity within the marketing industry. This follows the latest insights from tml Partners’ nationwide DE&I Survey for Marketing and Communications, which shows that elitism remains a barrier to diversity in marketing, and ethnic diversity is still lacking at senior levels.
In the professional services sector, 26% of senior marketing leaders attended private schools – significantly higher than the UK national average of 7%. In terms of ethnic diversity, only 14% of CMOs in the UK come from an ethnic minority background.
The Future of the CMO Role
As the role of the CMO continues to evolve from the backroom to the boardroom, panellists discuss the new skill sets required to thrive in a rapidly changing environment. As Matthew Bushby from Rightmove notes, “We need to tell the story of how we represent the consumer and the value that drives in creating long-term growth.”
The report illustrates how CMOs are taking on broader responsibilities, positioning marketing as a critical driver of business strategy.
What This Means for the Industry
The second edition of The CMO Report reaffirms that today’s CMOs are not just marketing experts, but strategic leaders at the forefront of organisational transformation. Their ability to harness technology, champion diversity, and drive purpose-led growth is shaping the future of marketing.
