The final weeks of the year present a valuable opportunity for businesses to make important marketing leadership decisions that will shape their success in 2027. With budgets being finalised, commercial priorities taking shape and leadership appointments requiring time to get right, acting now can make a significant difference to the momentum businesses build in the new year. Those that plan ahead and progress their hiring decisions before January will be better positioned to deliver against their objectives from the outset.
“December is an important time for businesses to get ahead of their marketing leadership requirements. The strongest permanent and interim leaders are already considering their next opportunities, and businesses that engage with us now can get a head start on securing the talent they need. Having the right conversations, agreeing the brief and starting the search process before the end of the year can put businesses in a much stronger position to hit the ground running in January.” Suzie Walker, MD and Founder, Suzie Walker Executive Search
Here are the key marketing leadership decisions businesses should be making now to get ahead in 2027.
1. Assess whether your current marketing leadership structure is right for the year ahead.
Many businesses have marketing leadership structures that were designed around priorities that may have since evolved. Now is a good time to assess whether the current leadership team has the right skills, experience and responsibilities to deliver against the business’s commercial objectives for 2027, whether that’s driving growth, improving customer retention, strengthening brand positioning or leading digital transformation.
The scope of marketing leadership continues to evolve, with increasing responsibility for data, technology and commercial performance alongside brand and communications. As expectations change, businesses need to ensure their leadership roles, reporting structures and responsibilities reflect what is required. Addressing any gaps now will put them in a stronger position to deliver against their priorities in the new year.
2. Decide whether interim marketing leadership is needed
If a Marketing Director or CMO position is vacant, or a leadership change is anticipated, appointing an interim leader can help maintain momentum and ensure the business continues to deliver against its commercial priorities.
Timing is important. Experienced interim leaders are in demand, and starting conversations now can put businesses in a stronger position to secure the right person for the start of 2027. Engaging with an executive search partner before the end of the year allows time to define the requirements, identify suitable candidates and progress an appointment.
It's also important to be clear about what the business needs from an interim leader. Maintaining business performance, delivering a transformation programme or providing leadership while a permanent appointment is made all require different skills and experience. Defining these objectives from the outset will help ensure the right appointment is made and the business gets maximum value from the assignment.
3. Agree your permanent marketing leadership hiring priorities
If a permanent marketing leadership appointment is part of your plans for 2027, now is the time to start the process. Senior executive searches require careful planning, and getting ahead with the brief, budget, key stakeholders and interview process can make a significant difference to how quickly the right person is appointed.
Starting conversations with an executive search partner before the end of the year means the search can progress with clear objectives and an agreed approach, putting the business in a stronger position to secure the leadership talent it needs.
Our approach combines pace with a thorough and structured assessment process, ensuring clients have access to a carefully selected shortlist of high-calibre candidates who genuinely meet their business needs. We aim to deliver permanent shortlists within 28 days and interim shortlists within 7–14 days, giving businesses the opportunity to make informed hiring decisions without unnecessary delays. Each search is supported by 30–40 structured interviews, two personal references for every placement and a three-month guarantee, providing confidence in both the quality of the candidates and the long-term success of the appointment.
4. Prioritise retaining your key marketing leaders
Retaining strong marketing leadership talent is just as important as attracting it. As businesses finalise their plans for 2027, now is a valuable time to consider whether the people who are critical to delivering those plans feel recognised, supported and motivated to stay.
Proactive conversations about career development, remuneration, responsibilities and future opportunities can make a significant difference to retaining high-performing leaders.
Businesses should be asking themselves:
Which individuals are critical to delivering our 2027 commercial objectives, and do they understand the value they bring?
Do their remuneration, responsibilities and opportunities for progression reflect their contribution to the business?
Are there opportunities to develop or expand their roles that would encourage them to build their future with us?
Losing an experienced marketing leader can disrupt business performance, delay strategic priorities and create additional recruitment costs. Taking the time to address retention now can help protect leadership continuity and maintain momentum into the new year.
5. Align marketing leadership priorities with commercial objectives
Effective marketing leadership starts with clarity around what the business needs to achieve. Before the new year, businesses should ensure their marketing leaders have a clear understanding of the commercial priorities for 2027, the outcomes they are accountable for and how success will be measured.
Agreeing three or four key priorities, supported by the right budgets, resources and performance measures, provides a clear framework for delivering results. It also ensures that both existing and newly appointed leaders have the direction and support they need to make an impact.
This is also an opportunity to assess whether the business has the right capabilities in place. Are there skills or experience gaps that could affect delivery? Could these be addressed through developing existing talent, making a permanent appointment or bringing in interim expertise?
Identifying these requirements now allows businesses to make informed decisions about where to invest in their marketing leadership capabilities.
6. Ensure marketing leadership has the right influence across the business
Today's most effective marketing leaders play a significant role in shaping wider business strategy and commercial performance. Their influence extends beyond the marketing function, requiring strong relationships with the CEO, finance, sales and other senior stakeholders.
As businesses plan for 2027, it's worth considering whether marketing has the right level of representation and influence within the senior leadership team.
Does the marketing leader have a clear voice in strategic decisions? Are responsibilities and expectations aligned across the business? Is there a shared understanding of how marketing contributes to commercial growth and performance?
Getting this alignment right helps marketing leaders make more informed decisions, secure the support they need and deliver greater value across the organisation.
7. Prepare for a successful leadership transition
Securing the right marketing leader is only part of making a successful appointment. How well the business prepares for their arrival can have a significant impact on how quickly they establish themselves and begin delivering results.
If a new permanent or interim marketing leader is expected to join in 2027, planning their onboarding in advance will help them get off to the strongest possible start.
This should include identifying key stakeholders, agreeing initial priorities, providing access to relevant business information and setting clear expectations for their first 90 days.
A well-structured onboarding plan gives new leaders the opportunity to build relationships, understand the business and focus their efforts where they can make the greatest commercial impact.
It also helps ensure the business gets lasting value from the appointment, rather than simply filling a leadership gap.
Getting ahead starts with the right leadership decisions
The marketing leadership decisions businesses make now can have a significant impact on their ability to deliver against their commercial objectives in 2027. Whether it's strengthening an existing leadership team, making a permanent appointment or bringing in interim expertise, taking action before the end of the year can put businesses in a much stronger position.
Those that take the time to assess their leadership needs, agree their priorities and start the right conversations now will enter the new year with greater clarity, confidence and momentum.
Let's talk about your leadership priorities for 2027
Whether you're considering a permanent senior appointment or need an experienced interim leader across marketing, digital or technology, we're here to help.
We work in partnership with businesses to understand their commercial ambitions, identify the leadership capabilities they need and connect them with the talent to deliver results.
If leadership hiring is part of your plans for 2027, or you'd simply value some advice on the best approach for your business, we would be delighted to have a conversation.
Get in touch through our website, and our team will arrange a convenient time for us to discuss your leadership challenges, explore your options and consider how we can support your commercial ambitions.
You can also connect with Suzie on LinkedIn, follow the Suzie Walker Executive Search company page or subscribe to Suzie’s newsletter, The Successful Candidate: Tips from Inside the Hiring Room, for further insights into executive hiring and leadership.
Frequently Asked Questions
1. Can you help us decide whether we need a permanent or interim marketing leader?
Absolutely. You don't need to have all the answers before speaking with an executive search partner. We can help you assess your leadership requirements, understand the commercial challenges you're looking to address and determine the most appropriate approach. Depending on your priorities, that might involve a permanent appointment, interim leadership support or reviewing your existing leadership structure. Our focus is on understanding what your business needs and helping you make the right decision.
2. How can we assess whether our current marketing leadership structure is right for 2027?
Start by reviewing whether your existing leadership capabilities align with your commercial priorities. As marketing increasingly encompasses data, technology, customer experience and commercial performance, businesses need to ensure their leadership roles, responsibilities and reporting structures reflect these evolving demands. Identifying any gaps early allows time to consider whether to develop existing talent, recruit permanently or bring in interim expertise.
3. When should a business consider appointing an interim marketing leader?
Interim marketing leaders can provide valuable expertise when a senior role becomes vacant, during periods of transformation or while a permanent appointment is being made. They can also bring specialist skills and an objective perspective to specific commercial challenges. The key is to establish what the business needs the interim leader to achieve, whether that's maintaining performance, delivering change or providing leadership during a transition.
4. How early should we engage an executive search partner for our 2027 leadership requirements?
The earlier you start the conversation, the better positioned you'll be to secure the right talent. Engaging an executive search partner before the end of the year allows time to discuss your commercial objectives, define the leadership requirements and agree the search process. For interim appointments, this can be particularly valuable when experienced leadership is needed at short notice.
5. Why is it important to make marketing leadership decisions before the end of the year?
Making leadership decisions now gives businesses a valuable head start on their priorities for 2027. Agreeing leadership requirements, budgets and responsibilities before January allows businesses to progress permanent or interim appointments with greater clarity and confidence. Starting the process early can also reduce delays and help ensure the right leadership capabilities are in place when they're needed.
6. Should businesses consider marketing leadership candidates from outside their own sector?
Yes. Looking beyond your immediate sector can broaden access to high-calibre leadership talent and introduce fresh perspectives, skills and experience. The key is to assess candidates against the commercial challenges and leadership capabilities required, rather than focusing solely on sector experience. An experienced executive search partner can help identify transferable skills and determine where cross-sector appointments could add value.
7. What should a new marketing leader's first 90 days look like?
A successful first 90 days should focus on building relationships, understanding the business and establishing clear priorities. Preparing an onboarding plan before the leader arrives, including stakeholder introductions, access to relevant information and agreed performance expectations, helps them make an impact sooner. This is equally important for permanent and interim appointments, although the pace and immediate objectives may differ.
8. How can businesses reduce the risk of losing senior marketing talent?
Proactive conversations about career development, remuneration, responsibilities and future opportunities are essential to retaining strong leaders. Businesses should identify the individuals who are critical to delivering their 2027 objectives and ensure they feel valued, supported and clear about their future within the organisation. Addressing potential retention challenges early can help protect leadership continuity and business performance.
About Suzie Walker Executive Search
Suzie Walker Executive Search is a specialist executive search firm dedicated to identifying and securing exceptional permanent and interim senior marketing, digital and technology leaders for B2C and B2B organisations. We partner with FTSE 350 and private equity-backed businesses, recruiting for leadership positions at Head, Director and Chief (C-suite) level.
Our approach goes beyond identifying the right individuals. We take the time to understand each business's commercial ambitions, leadership challenges and strategic priorities, helping organisations secure the expertise they need to drive performance, navigate change and achieve sustainable growth.
