About eight years ago, I decided I wanted to be a chief marketing officer.
In November 2019, I joined OpenTable and Kayak as head of marketing — just three months before the Covid lockdown began in North America. Let me assure you that working in the travel and dining industries during Covid was not relaxing. Sadly we had to downsize a lot, and I learned a lot more than I wanted to about crisis management.
You need to not only stay on top of them, but have a perspective on how your business should address them — how your CEO should talk about them internally, whether or not to engage externally, or what actions the business should take to remedy the situation, if applicable. It's a constant avalanche and the world is getting crazier every day.
If the answer to most of those questions is"yes", then we need to take a stand, internally and publicly, just as we did with the Supreme Court overturn of Roe v. Wade. We had to voice our belief that all people deserve safe health care.CMOs once upon a time were largely responsible for making great ads, acquiring customers, and keeping the company from looking bad in the media.
The role of the CMO is to bring disparate parts of the organization together to try to tell a cohesive story to customers and the market.
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