The Evolving Role of the CMO in FTSE 350 and Private Equity-backed Companies
The role of the Chief Marketing Officer in FTSE 350 and private equity-backed organisations has undergone a significant transformation in recent years. Once primarily focused on brand, communications and campaign delivery, today’s CMO is expected to operate as a commercial leader, growth architect and strategic partner to the CEO and board.
Driving value
In businesses navigating scale, complexity and increasing investor scrutiny, CMOs are now central to value creation. They are accountable not only for demand generation and brand strength, but also for driving revenue, accelerating growth and building long-term value. This shift has elevated the importance of commercial expertise, financial literacy and a deep understanding of the customer journey across every touchpoint.
Digital, data and technology
Digital and data capability has become foundational. CMOs in FTSE 350 and private equity-backed companies are increasingly responsible for harnessing first-party data, translating insight into action and aligning marketing, product, sales and technology teams around a unified growth agenda. The rise of AI, automation and performance measurement has further blurred traditional functional boundaries, placing CMOs at the intersection of technology, customer experience and innovation.
Leadership
At the same time, the role demands stronger leadership and influence. CMOs must build and inspire high-performing teams while navigating change, ambiguity and competing priorities. They are expected to challenge constructively, communicate with clarity at board level and demonstrate measurable impact in an environment where accountability has never been higher.
For boards and executive teams, this evolution requires a redefinition of what “great” looks like in marketing leadership. The most effective CMOs in FTSE 350 and private equity-backed companies are those who combine strategic vision with operational rigour, creativity with commercial discipline, and influence with execution.
As the role continues to evolve, appointing the right CMO is no longer about finding a functional expert. It is about securing a leader capable of shaping growth, guiding transformation and delivering sustained value in a rapidly changing market.
To find out how we can support you with CMO hires, connect with a Consultant.
Suzie Walker Executive Search is a specialist headhunting firm dedicated to finding exceptional interim and permanent senior marketing, digital, and technology leaders for both B2C and B2B organisations. We partner with FTSE 350 and private equity–backed companies, recruiting for roles at Head, Director and Chief (C-suite) level.
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