What's Up with CMOs?

As all major retailers put the pedal to the metal in the move toward all things digital, perhaps no other role within retailer, platform, and brand organizations has seen more upheaval than that of the chief marketing officer. Campbell’s Soup Co. just hired its first-ever CMO, folding marketing services, global advertising, design, media, digital marketing, and consumer insights into the single role. Meanwhile, Walgreens’ and J.C. Penney’s commitments to flat, agile, and fast organizational models have led them to eliminate their CMO roles entirely, with no plans to fill them in the future. AOL announced just today that its CMO of only five months is leaving the company and will not be replaced.