The Journey to Becoming a Chief Marketing Officer: A Round Table Discussion – Keeping it Simple.

Last week I volunteered to speak to some marketing students at Kellogg.? I wanted to share, for those who couldn’t attend, a summary of our conversation for many aspiring marketing professionals, whose ultimate goal is to reach the pinnacle of their career as a Chief Marketing Officer (CMO).

This esteemed position may also go by other titles, such as Marketing Director or Global Marketing Officer. However, the path to achieving this goal can seem daunting. Joining the ranks of an organization's executive team is one of the most significant accomplishments in the corporate world today, and attaining a CXO role in your chosen field is no easy feat. But fear not, it’s very obtainable. I used my career path as an example to help contextualize the conversation.

Phase 1 - Specialist/Analyst/Coordinator

In the early stages of your marketing career, you will likely start as a Specialist, Analyst, or Coordinator. These titles may vary from one organization to another, but they all represent entry-level roles. It's crucial to begin your marketing journey with a solid foundation, especially in today's digital age. Fresh college graduates entering the marketing industry can explore a variety of roles, such as Account Coordinator, Social Media Coordinator, Event Marketing Coordinator, Marketing Coordinator, Marketing Analyst, Pricing Analyst, or Marketing Specialist.

In my journey, I began as a manager at General Electric, learning the ropes and gaining valuable experience.

Phase 2 - Strategist/Senior Analyst/Senior Associate/Marketing Manager

Advancing from entry-level positions, the next phase encompasses roles like Senior Analyst or Senior Associate in marketing. This level can also encompass various responsibilities, including the opportunity to manage small teams or engage directly with clients and client managers. This phase requires dedication to the profession and the desire to take on more significant responsibilities.

?In my case, I transitioned to Ford Motor Company and The Coca-Cola Company marking the next step in my career journey.

Phase 3 - Digital Marketing/Product/Brand Manager

The third phase in your marketing career progression is typically the role of a manager. Marketing managers have multifaceted responsibilities, including team management, client communication, and pitching to potential clients. They oversee various marketing segments, bridging the gap between traditional and digital marketing efforts to ensure campaign success.

At this stage, you might explore roles such as Advertising Manager, Public Relations Manager, Promotions Manager, Brand Manager, Sales Manager, Social Media Manager, Community Manager, or Marketing Manager.

I furthered my journey by entering Brand Management at The Coca-Cola Company.

Phase 4 - Chief Marketing Officer (CMO)/Global Marketing Officer/Director/President

As you climb the marketing career ladder, your role will evolve to focus on innovation and strategic thinking. Marketing directors are responsible for staying attuned to market trends through intensive research, analyzing competitors, and thinking outside the box. They often spend six to eight years in this role, dedicated to achieving long-term goals and implementing innovative strategies.

Titles associated with this phase include the Director of Marketing Research, the Director of Advertising Sales, the Director of Media, the Director of Public Relations, and the Director of Marketing Analytics. The pinnacle of the marketing career ladder is the role of Chief Marketing Officer, Global Marketing Officer, Director, or President. Individuals in these roles typically possess over 15 to 20 years of industry experience, enabling them to navigate the dynamic marketing landscape effectively.

For instance, as I continued to learn more about various marketing approaches to complex business problems, I began to focus more on developing my people skills. I was given opportunities at Eastman Kodak, PepsiCo, AstraZeneca, and Abbott Labs. However the real challenges came when I began to oversee multiple divisions, large marketing departments, and complex go-to-market strategies for companies like Aon and Salesforce, while also managing complex, high-value customer relationships through digital transformations. This includes how to analyze businesses and improve their operational processes to enhance productivity and reduce costs. This phase is about applying all you've learned and developing a unique marketing approach that maximizes impact for your company. Keep in mind that each CMO is distinct, shaped by their journey, organizations, and people that influenced them.

However, my career took a unique turn. After years of building and managing large brands and overseeing marketing operations, I ventured into creating a pet insurance business. This move was driven by the desire to prove to myself that I could create a brand and a business from scratch, drawing upon my years of marketing expertise and technology.? I would be remiss if I didn’t acknowledge that I am lucky to have that one person who has been a mentor, a friend, and a supporter who made that experience a reality, I am forever grateful.? If you choose this path, don’t think you can do this on your own, seek support.

Two important highlights:

1)??? Cross categories, don’t let people box you into a category.? After all, marketing applies to all businesses.? The main difference is to what degree and what type of marketing is needed.

For instance, I have crossed, Automotive, CPG, Consumer Electronics, Pharmaceuticals, Financial Services, Insurance, Professional Services/SaaS. All within the marketing discipline.

2)??? In the last 10 years, traditional marketing has been disrupted by digital tools, along your journey mastering the use of these tools will be critical. I started my technology emergence 15 years ago when I felt I was doing the same thing over and over again. I saw that technology was going to change how we executed marketing for the future.

In summary, the journey to becoming a CMO is complex and multifaceted, involving expertise in various marketing fields such as brand management, PR, agency marketing, influencer marketing, and both B2C and B2B marketing. While it is a challenging and time-consuming path, it is certainly attainable. Aspiring marketing professionals and established organizations are constantly seeking individuals to fill this prestigious role. Whether you dream of becoming a Chief Marketing Officer or starting your career in marketing, remember to never stay still and keep learning, your journey is your journey and there is NO one path.?

The last question that was asked was; What is the ONE trait that makes a successful marketer?

My response: GRIT

To all those aspiring marketers, enjoy the ride.