The CMO Report
First Edition
Welcome to tml Partners’ inaugural CMO Report where we brought together Chief Marketing Officers from across industries to discuss and unpick some of the biggest challenges facing marketing leaders today.
CMOs earn a seat at the table and show huge optimism about the future of marketing, with its rising profile in businesses looking to drive growth.
Marketing leaders have been successful during a period of unprecedented change. They have lead transformation, responded to customer needs, balanced long term needs with short term agility and demonstrated value around the Board table. This is all highlighted with an extraordinary level of investment in marketing jobs.
Our Panel Of CMOs included:
Jos Cleare
Accenture
Managing Director – Marketing & Communications
Caroline Hipperson
Funkin Cocktails
Managing Director
Lisa Jazwinski
Bacardi
Global Director – Marketing Strategy & Planning
Deborah Keay
JPMorgan Chase & Co.
Chief Marketing Officer – International Consumer
Andy Peat
DLA Piper
Marketing & Business Development Director
Ruth Rowan
Avanade
Chief Marketing Officer
Stephen Taylor
Nokia
former Chief Marketing Officer, HMD Global
Annabel Venner
tml Partners
Non-Executive Director
Anthony Wells
Gu Puds
Chief Marketing Officer
Lewis Woodward
Global Marketing & Communications Leader
The Future Of Marketing
What are the Hot Topics?
- Marketing continues to move up the business agenda which has been accelerated by the pandemic. CMOs must be cementing this position and engaging with the business.
- The needs of marketing leaders is continually broadening and increasingly now taking a lead with ESG strategy
- Demonstrating value amidst a cost of living crisis and recession planning is a key theme.
- Marketing teams must have the right talent to future proof in a rapidly changing business landscape.
- CMOs in the organisation have now gone on to be CEOs.
Deborah Keay
CMO International Consumer, JPMorgan Chase & Co.
- Our recruits and our clients want to know what impact we have in the community and environment.
Jos Cleare
Managing Director Marketing & Communications, Accenture.
How are Marketers Bringing Diversity into their Teams?
Marketing is leading the way with gender balance but has a long way to go on ethnic diversity.
What Leadership Skills are needed for Tomorrow’s CMOs?
What advice would our panel give to those aspiring to be Chief Marketing Officers in the future?
- Lean into empathy
Lisa Jazwinski
Global Director | Marketing Strategy & Planning, Bacardi
- Be curious about the industry you are in
Ruth Rowan
Chief Marketing Officer, Avanade
- Understand the big business problems
Caroline Hipperson
Managing Director, Funkin Cocktails
What are the Most Sought After Skills for Marketing Teams Today?
Digital skills hugely desirable, but alongside creativity, leadership and agility
Our panel were unanimously optimistic about expanding their teams and are actively hiring marketing professionals to help drive growth in their businesses.
While analytics, data, MarTech and growth marketing skills are still highly sought after, it’s a balance of digital with the softer skills that make for the most effective hires.
Customer Experience Next on the Transformation Agenda
- I see MarTech investment as a perpetual thing. Technology develops, customer behaviour is changing and new channels appear
Deborah Keay
International Consumer, JPMorgan Chase & Co.
- We’ve got deep technical skills and because of that our focus has been on being technically brilliant but not necessarily understanding client experience and being client centric
Ruth Rowan
CMO, Avanade
- If you over index on digitisation you miss the opportunity of identifying what is your purpose and what you stand for
Stephen Taylor
HMD Global, Nokia
What’s your One Wish for the Marketing Industry?
Lead with confidence and help drive change
Marketing continues to rise up the business agenda, both in terms of profile and impact.
Today’s CMOs want to ensure this continues and for the value of marketing to be front and centre to driving business growth.
- Be seen to be on the right side of history…help make a difference
Andy Peat
Marketing & Business Development Director, DLA Piper
- The board is looking to marketing to create the vision of the business
Lewis Woodward
Global Marketing & Communications Leader
- Recognise that we are in the new golden era of brand building
Caroline Hipperson
Managing Director, Funkin Cocktails
Panel Interviews
Reports & Insights
Marketing Leads the Way on Gender Diversity…
…But still a long way to go on ethnic diversity. A report into the importance and progress of inclusion in the marketing industry
CMOs Must Bulletproof Their Marketing Team
The last few years have produced more adversity and change for businesses than we have ever been accustomed to