The future for chief marketing officers in financial services

Lindsey Ogan
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Lindsey Ogan: Stride Bank, USA

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 2, 154-164

Abstract: The role of the chief marketing officer (CMO) has undergone significant scrutiny and transformation in recent years, particularly within the context of rapid technological advancement and industry disruption. This paper examines the evolving landscape of marketing leadership, exploring the challenges faced by CMOs in adapting to changing market dynamics and the imperative for redefining their roles within organisations. Drawing on insights from the financial services industry and broader market trends, the study analyses the strategies and competencies required for CMOs to navigate the complexities of modern marketing. By synthesising theoretical frameworks with empirical evidence, the paper offers actionable recommendations for enhancing marketing leadership effectiveness in an era of digital and social media marketing. The research methodology involved a review of existing literature, including books, academic journals, industry reports and case studies, to identify key themes and trends affecting the CMO role. Additionally, qualitative interviews with business leaders from various industries were conducted and referenced to gather first-hand insights and experiences to validate the conclusions.

Keywords: marketing leadership; brand innovation; digital marketing trends; financial services disruption; marketing strategy evolution; customer behaviour analysis (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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