Nowadays, marketing has become an indispensable element in every brand or business. If businesses want to succeed, develop, and achieve further progress, they must have an effective marketing strategy apart from investing in products and services.
To build an effective, appropriate, and methodical marketing strategy for achieving business growth, Chief Marketing Officer (CMO) is a must. What is a CMO? Let's learn about the responsibilities and importance of this position with Navigos Search.
1. What is a Chief Marketing Officer?
Chief Marketing Officer (CMO) is one of the senior directors of the business. The CMO is responsible for all activities of promotion, development orientation, and market domination of the brand and product and service marketing in an enterprise. CMO is the leader in brand management, marketing communications (including advertising, event organization, and public relations), market research, product quality management, distribution channels, pricing, and customer services.
The CMO is responsible for all marketing activities in the business
2.Capacity profile of a Chief Marketing Officer
2.1. Leading and supervising
The most important duty of the Chief Marketing Officer is supervising and being responsible for all activities of the marketing department, ensuring that each employee in this department is directed towards the common goal of affirming the position of the business in the market.
The CMO builds short and long-term marketing strategies based on business goals and vision, manages teams in the Marketing department (design, digital marketing, SEO, marketing communications (Marcom), supervises public relations (PR) department, controls KPIs such as SEO (search engine optimization), SEM (search engine marketing), advertises base on performance digital marketing and markets brands.
In this position, the Chief Marketing Officer will monitor and approve the strategies implemented by each staff in the team, ensuring the efficiency and productivity at work of these teams.
In addition, the CMO must build a vision for the marketing department, ensure that all are directed towards the common goal and that the teams can best accomplish the set goals, and create a working culture in the marketing department. The CMO is also the person who develops professional skills for the team and trains future positions if needed.
2.2. Collaborating with other departments
As the head of the marketing chain, CMOs must understand and coordinate well with other departments. They cooperate with the product research and development department to plan and give the most effective product promotion strategy.
In addition, the CMO also works directly with the analytics department to evaluate the results of marketing programs and campaigns. In case of necessity, they will offer solutions and adjust sales programs and policies accordingly to achieve the ultimate goal of business development and market share expansion.
2.3. Planning strategies
Enterprises that desire a foothold in the market must build a long-term development plan. If there is no specific direction and development path, it is easy for businesses to get lost, stand still, and go around an old direction. Therefore, strategic planning is indispensable for the CMO position.
The Chief Marketing Officer has a leading role in building strategies, reviewing and approving ones given by the staff in the marketing department. CMOs are also the initiator of implementing strategies towards the business's goals.
Responsibilities of the Chief Marketing Officer
2.4. Building and developing brand
Building a brand and maintaining a foothold in the market are vital for businesses, which are the responsibilities of CMOs. They ensure the business brand is firm enough in consumers' minds to withstand the fierce competition among brands.
The job's key point is attracting the attention and interest of customers to promote the brand through activities related to design, content creation, campaign building, and helping maintain the brand on the communication and information channels.
2.5. Building and managing e-commerce sites and platforms
Nowadays, e-commerce is a familiar concept in people's minds. It will bring high business efficiency to the business if used properly. Embracing this trend, CMOs can maintain or build high-quality e-commerce sites to promote consumer demand and shopping experience for the company's products. The CMO will analyze and give solutions to support customers during the purchasing process and build a customer care strategy on this purchase channel.
The CMO is also the person who directly evaluates the performance of brand promotion activities and leads the staff in the marketing department to create communication programs on the e-commerce site to promote brand recognition on commerce platforms, thereby driving higher sales.
Besides, the Chief Marketing Officer is responsible for increasing and turning those who have never purchased from the business into customers and future loyal customers of the business.
2.6. Implementing traditional trade
Although modern communication channels are flourishing, traditional commerce is also a not-to-be-missed channel. It accounts for the majority of the market share of the company's products. Therefore, the mission of the CMO is to help the business become a market leader in the field that's doing business by traditional commerce.
The CMO will research consumers and bring products to every nook and cranny so that the business's products are always present in all places where consumers can see them to promote shopping needs. Moreover, they take advantage of every relationship to increase their influence in the market by supporting brand communication. From there, these characters support their brand promotion, leading to increasing brand awareness in the market and attracting more potential users.
2.7. Analyzing the market and consumer
The CMO will predict business trends and consumer behaviors. After collecting data, analyzing and interpreting the results, the CMO will report and work directly with the sales director and executive board to give crucial business direction for the business.
Through the market and customer evaluation and analysis process, the CMO can grasp customers' needs and the market trends. Since then, it's easier to develop appropriate marketing plans and strategies, and the ability to create influence is also higher. The CMO can also provide timely solutions to problems arising so that the marketing strategy is most effective.
2.8. Creating a network of relationships
Creating and maintaining relationships is essential in business. With the role of overall management and supervision of marketing activities, CMOs will act on behalf of enterprises to build business relationships and cooperate with brands to promote the process of delivering products and services to the final consumer and launching them onto the market.
With this duty, they will expand the business scope by making the most of relationships, inviting celebrities as ambassadors, and building relationships with influencers in the market and the media.
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3. Requirements of a Chief Marketing Officer
3.1. Educational background
The education for the CMO position will be from a Master's degree or higher in the fields of Marketing Management, Business Administration and Communication, and International Relations.
3.2. Experience
What experience is needed to become a CMO? It is the experience of working in a similar position in a competitive business environment and featuring a broad knowledge of the marketing market. Besides, leadership experience, brand building experience, problem-solving experience, and experience in facing difficulties in the commercial market are all factors that a CMO needs.
3.3. Leadership
The CMO is the head of all marketing activities. Thus, leadership will be a must-have skill. Team leadership skills are essential to improve the working capacity of the staff, and it's the link between the employees, motivating and improving their work performance.
View more: 5 mental skills needed to become an excellent leader
Requirements of a CMO
3.4. Communication skills
As a leader, good communication skills will help the Chief Marketing Officer connect relationships and promote the business image in the market effectively and widely. The Chief Marketing Officer is the representative of the business to the media and the public. Excellent communication skills are the prerequisite for the business's product and image to draw the customers' attention and review.
3.5. Research skills
Research skills are essential for CMOs to research market and consumer behavior effectively. The Chief Marketing Officer will search for the needs of the potential market, evaluate each customer segmentation, and plan strategies to bring optimal results.
3.6. Technical skills
CMOs need to master Microsoft Office skills such as MS Word, Excel, PowerPoint, and marketing skills on electronic channels to serve them well on the job. Besides, CMOs must be proficient in manipulating other marketing support software and tools.
3.7. Personal skills
The ability to multitask, the ability to work at high speed, a positive attitude at work, problem-solving, and time management are all personal skills that CMOs should hone.
4. Chief Marketing Officer recruitment with Navigos Search
The above are the primary responsibilities of a CMO and some basic requirements for this position. If your business is looking for talent for the CMO position, you can refer to the high-level recruitment service at Navigos Search - one of Vietnam's most prestigious Headhunter services.
Navigos Search is leading in recruiting middle and high-level personnel with more than 375,000+ candidates.
In particular, with a large team of consultants featuring rich specialized experience, close connections in their respective fields, and a comprehensive database, Navigos Search will find the best and most suitable Chief Marketing Officer for companies and businesses in the need of recruitment.
Chief Marketing Officer recruitment at Navigos Search
With more than 20 years of establishment and growth, Navigos Search has brought millions of quality job opportunities across Vietnam, connecting employees with employers and creating a professional and perfect working environment.
If your company is in need of recruiting a Chief Marketing Officer, or you are looking for a dream job, don't hesitate to contact us.
Navigos Search - Vietnam's leading
middle and high-level talent hunting company