The chief marketing officer is responsible for strengthening the brand and driving sales growth. The CMO leads the development of brand strategy (including positioning, target audience, etc.), creating brand awareness through advertising (digital and ATL), social media, public relations and, ultimately, demand generation across all channels of distribution (wholesale, direct to consumer, e-commerce, etc.).
Awareness and demand generation strategies sit across both new customer acquisition as well as the retention of current customers. The CMO directly manages marketing leaders and their teams, as well as third-party agencies and resources to drive creative. This position reports to the CEO and contributes to the strategic framework and decision making in an effort to set long-term corporate strategy.