What brief should you give an Interim CMO?
Appointing an Interim Chief Marketing Officer is often driven by a pressing business need, whether that's leading transformation, accelerating growth or providing executive leadership during a period of change.
But one of the biggest factors influencing the success of an interim appointment isn't the individual you hire, it's the quality of the brief you give them.
At Suzie Walker Executive Search, we work closely with clients to define the purpose of every interim assignment before the search begins. A well-structured brief provides clarity for both the organisation and the interim leader, ensuring expectations are aligned from day one.
Start with the business challenge
Rather than beginning with a list of responsibilities, start by defining the problem you're trying to solve.
Ask questions such as:
What business challenge are we facing?
Why do we need an Interim CMO now?
What will success look like six months from today?
Which priorities cannot wait for a permanent appointment?
A clear understanding of the commercial objective allows the interim leader to focus on delivering meaningful outcomes from the outset.
As Suzie Walker, MD & Founder of Suzie Walker Executive Search, explains: "The most effective interim briefs don't describe a job, they define a business outcome. That clarity enables experienced leaders to create impact quickly."
Define clear priorities
Interim leaders are brought in to make progress, not manage an endless list of competing priorities.
A strong brief should identify three to five key objectives, for example:
Develop a new marketing strategy
Lead a transformation programme
Improve customer acquisition and retention
Build greater alignment between sales and marketing
Introduce new marketing technology or AI capabilities
Prepare the business for investment or growth
Stabilise the marketing function during leadership change
Clear priorities help everyone stay focused on what matters most.
Agree how success will be measured
Before the assignment begins, establish how progress will be evaluated.
Success measures might include:
Commercial growth
Marketing performance improvements
Transformation milestones
Team capability and leadership development
Cross-functional collaboration
Stakeholder confidence
Readiness for a permanent appointment
The strongest interim assignments combine measurable business outcomes with improvements that leave the organisation stronger for the future.
Identify key stakeholders
An Interim CMO needs to build trusted relationships quickly.
Your brief should identify:
Who they will report to
Key executive stakeholders
Decision-making responsibilities
Existing leadership dynamics
Teams they will work alongside
Providing this context helps the interim leader establish credibility and accelerate progress from the very beginning.
Be clear about timescales
Most Interim CMO assignments last between three and nine months, depending on the objectives.
The brief should outline:
Expected duration
Key milestones
Immediate priorities
Planned handover arrangements, where appropriate
This creates shared expectations and ensures everyone understands the purpose of the engagement.
Suzie, author of The Successful Candidate, says: "Exceptional leaders deliver their greatest impact when expectations are clear, priorities are focused and success is defined before the work begins."
A great brief leads to a great appointment
An Interim CMO is appointed to solve a specific business challenge, not simply to fill a vacancy.
By investing time in developing a thoughtful, outcome-focused brief, organisations create the conditions for success before the search even begins.
The result is a more effective appointment, faster decision-making and an interim leader who can deliver meaningful commercial value from the moment they join the business.
To find out how we can support you with Interim 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.
If you’re ready to make your next move, we regularly post new opportunities on our LinkedIn company page. If you apply for a role on the platform, it requires a 1st connection for us to respond, so please make sure to connect with Suzie Walker. Our company page is also frequently updated with the latest hiring news, expert interviews, and candidate guidance, so well worth following.
