What does a CMO do?
A chief marketing officer (CMO) leads the entire marketing function within a business. They define the long-term vision for marketing and ensure it supports wider company goals. The role is highly strategic, commercially focused, and closely linked to performance.
CMOs are responsible for brand, digital, demand generation, product marketing, communications, and customer acquisition. They often report directly to the CEO and work alongside other board members to influence company direction.
In early-stage companies, the CMO builds the marketing strategy from the ground up. In more established businesses, the focus is often on team leadership, scaling internationally, and supporting long-term revenue growth.
Key responsibilities of a chief marketing officer.
While specific responsibilities vary by business size and structure, CMOs are typically responsible for:
- Leading company-wide marketing and brand strategy
- Managing senior marketing leaders and department heads
- Overseeing digital, content, CRM, communications, and brand performance
- Aligning marketing with revenue, product, and business goals
- Shaping the go-to-market strategy for new markets or products
- Reporting directly to the board, CEO, or investors
- Managing the overall marketing budget and resource planning
- Using customer and market data to guide strategic decisions
- Leading external communications, PR, and agency relationships
- Building internal alignment across sales, product, and operations
Skills and requirements for a chief marketing officer.
CMOs are expected to bring strategic thinking, commercial awareness, and senior leadership experience. Most employers look for:
- At least 10 years of experience in senior marketing roles
- A proven track record of driving business growth through marketing
- Experience leading large, multi-functional marketing teams
- Confidence presenting to boards, CEOs, and external stakeholders
- Knowledge of digital, performance, and brand marketing strategies
- Ability to align marketing with wider business and commercial goals
- Experience in fast-growth, investor-backed, or international businesses
- Strong understanding of customer journey, market positioning, and messaging
- Familiarity with enterprise-level marketing tools, CRM platforms, and data reporting
A degree in marketing, business, or a related field is often expected, although leadership capability and commercial results are more important.
Average salary for a CMO.
In the UK, the average salary for a chief marketing officer typically ranges from £100,000 to £150,000, depending on business size, sector, and location.
- Scale-ups and high-growth companies often offer £100,000 to £120,000
- Established corporates or investor-backed businesses may offer £130,000 to £150,000 or more
- Many CMO roles also include performance bonuses, profit share, equity, or long-term incentive plans
Salaries are generally highest in London and in sectors such as SaaS, fintech, ecommerce, and global B2B tech.
Career progression for a chief marketing officer.
The CMO role is often the final step in a marketing career—but it’s also a springboard into broader executive roles.
Marketing director
Owns strategy and team performance. Often the most senior marketer in the business.
Chief marketing officer
Leads marketing across the entire company. Contributes to board strategy, commercial growth, and customer experience at the highest level.
CCO / Chief growth officer
Broadens responsibility across sales, revenue, partnerships, or product.
CEO / NED / Board adviser
Many CMOs move into CEO roles at marketing-led or customer-centric organisations, or become non-executive directors or startup advisors.
SEO and Content Executive
Senior SEO Consultant
Senior Paid Media Manager
Office & Finance Manager
salary guide
Our UK marketing salary guide.
Our 2025 UK marketing salary guide includes detailed benchmarks for CMO roles across regions, sectors, and business sizes.
You’ll also find hiring insights, 2024 salary comparisons, and 2026 projections to help you plan ahead.
Whether you're shaping a competitive offer or reviewing your market value, this guide is built to support smarter hiring and career decisions at board level.
FAQS
CMO FAQS.
A CMO leads the entire marketing function at the highest level. They define marketing strategy, align it with company goals, and ensure execution delivers measurable commercial impact. This includes managing senior teams, owning the marketing budget, and reporting performance at board level. In many businesses, the CMO is also responsible for brand positioning, demand generation, and market expansion.
A marketing director typically runs the day-to-day marketing department and reports to the board or CMO. A CMO operates at executive level, influencing broader company strategy. While a director manages execution, a CMO owns the long-term vision and ensures marketing supports wider commercial goals, including revenue, investment, and growth planning.
In the UK, most CMO roles pay between £100,000 and £150,000, depending on company size, sector, and stage. Total compensation often includes performance-based bonuses, equity, or long-term incentives. Businesses looking to attract top-tier talent should consider how their package compares against similar roles in the market.
Most companies look for at least 10 years in marketing, with 5 years or more in senior leadership. CMOs are expected to have led multi-functional teams, managed significant budgets, and delivered clear commercial outcomes. Board-level reporting, brand development, and experience with growth, turnaround, or expansion strategies are often key.
Companies typically hire their first CMO when growth plans require marketing to scale in a more structured, strategic way. This might be post-Series A, ahead of international expansion, or during a rebrand or repositioning. A CMO adds long-term direction, team leadership, and commercial accountability to the marketing function.