The American Marketing Association defines the role of chief marketing officer (CMO) as that of the highest-level marketing position within a company. It’s a position that comes with a lot of responsibility, not the least of which includes the very direction and strategy of the brand’s comprehensive marketing platform. The job title for those who oversee all marketing efforts goes by many names, including SVP or VP of marketing, chief growth officer, chief brand officer, chief experience officer, chief growth officer, or even chief strategy officer. Whatever the name, filling this role is a tough job in any industry, but franchising’s internal and external-facing components make these responsibilities vitally important to the success of the brand, as well as its franchisees.
