Intelligent People are a London, UK based executive recruitment agency specialising in Marketing Executive Search.

Continue reading this guide if you’re looking for role at this level. We can help with information such as what is expected of you in the role, what a good salary looks like and more. 

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What is a Chief Marketing Officer?

This is a pivotal role, serving as the strategic visionary and leader of the marketing department. An employee at this level is responsible for overseeing and driving the company’s marketing efforts to achieve business goals and enhance brand presence. With a keen understanding of market dynamics, consumer behaviour, and emerging trends, the marketing leader crafts comprehensive marketing strategies that effectively position the company’s products or services in the competitive landscape.

At its core, the role encompasses a diverse range of responsibilities. From developing and implementing marketing plans to conducting market research and analysis, this person plays a vital role in shaping the company’s brand identity and driving customer engagement.

This influential position requires a combination of strategic thinking, creative prowess, and analytical acumen to navigate the rapidly evolving marketing landscape and deliver impactful campaigns that resonate with target audiences.

With a strong focus on maximising the return on investment (ROI) through optimising marketing performance, the marketing leader utilises data-driven insights and KPIs to evaluate the effectiveness of marketing initiatives and make informed decisions. By leading a talented marketing team and collaborating with cross-functional stakeholders, they serve as the driving force behind the company’s marketing success and its ability to capture market share.

What is a fractional CMO? 

Main objectives

Objectives can vary depending on the company and its specific goals. However, here are eight common objectives:

Increase brand awareness

Enhance the company’s brand recognition and visibility among the target audience. Metrics such as brand reach, social media mentions, website traffic, and brand recall surveys can be used to measure brand awareness. 

Drive customer acquisition

The candidate strives to attract new customers to the business. Metrics such as lead generation, conversion rates, cost per acquisition (CPA), and customer acquisition cost (CAC) can measure the effectiveness of marketing campaigns. 

Enhance customer retention

Fostering customer loyalty and reducing churn rates. Metrics like customer retention rate, customer lifetime value (CLTV), repeat purchase rate, and Net Promoter Score (NPS) can measure customer retention. 

Increase market share

Capture a larger portion of the target market compared to competitors. Metrics such as market share percentage, customer acquisition from competitors, and competitive benchmarking can measure market share. 

Improve customer engagement

Increasing customer interaction and engagement with the brand. Metrics like social media engagement (likes, comments, shares), email open and click-through rates, website engagement (time on site, page views), and customer feedback can measure customer engagement. 

Optimise marketing ROI

Metrics such as marketing ROI, cost per lead (CPL), cost per conversion, and revenue attribution can measure the effectiveness of marketing campaigns. 

Leverage data and analytics

Metrics such as data accuracy, data completeness, data-driven insights, and data-driven decision-making adoption can measure the effectiveness of data utilisation. 

Foster innovation and adaptation

Foster a culture of innovation and adapt marketing strategies to changing market dynamics. Metrics such as the number of innovative marketing initiatives implemented, time to market for new campaigns, and market responsiveness can measure innovation and agility.

Hiring in 2024?

Discovering the ideal timing to hire can be a challenging task. This guide provides insights into the role, the optimal period to bring one on board depending on your business strategy and expansion plans, as well as the necessary resources you may require in preparing for the recruitment process.

These resources may include an executive search firm, a set of interview questions, and assessment ideas to aid in the selection process.

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Expected salary

In today’s market, a salary for this role would reach a range of £150,000 to £350,000.

There are some factors which may determine the level of salary including:

– the ambitions of the company. Do they have stretching objectives to meet and therefore they need a strong candidate to join?

– the size of company. What funding do they have to secure the best candidate?

– the location of the HQ. Most candidates see a higher salary when commuting to a main city like London or Manchester.

Read our guide:
Marketing salary 2024

Chief Marketing Officer job description

Company overview:
We are a rapidly growing tech company at the forefront of innovation in [industry/sector]. Our cutting-edge solutions have gained significant traction in the market, and we are scaling our operations to capitalise on our success. As we continue to expand, we are seeking a dynamic and experienced marketing leader to join our executive team and drive our marketing efforts to new heights.

Role overview:
You will play a critical role in shaping and executing our marketing strategies to drive brand awareness, customer acquisition, and revenue growth. Reporting directly to the CEO, you will be responsible for leading a high-performing marketing team and collaborating closely with cross-functional stakeholders to achieve our business objectives. This is an exceptional opportunity for a strategic marketing leader with a proven track record in scaling technology companies to make a significant impact on our growth trajectory.


  • Develop and execute marketing strategy: Define and implement a comprehensive marketing strategy aligned with our company’s goals and growth objectives. Drive brand positioning, target market segmentation, and marketing campaigns across various channels.
  • Brand management: Manage and enhance our brand identity and reputation in the market. Develop and maintain brand guidelines, ensure consistent messaging and visual representation, and drive brand awareness initiatives.
  • Customer acquisition and retention: Drive customer acquisition efforts through effective lead generation strategies, conversion optimisation, and targeted marketing campaigns. Develop customer retention programs to maximise customer lifetime value and foster long-term relationships.
  • Digital marketing and online presence: Oversee digital marketing initiatives, including website optimisation, search engine marketing (SEM), search engine optimisation (SEO), content marketing, social media, email marketing, and other digital channels.
  • Market research and competitive analysis: Conduct market research to identify market trends, customer needs, and competitive landscape. Utilise data-driven insights to refine marketing strategies and identify new opportunities for growth.
  • Analytics and performance measurement: Establish key performance indicators (KPIs) and metrics to track marketing performance and measure the effectiveness of campaigns. Utilise analytics tools to analyse data, generate actionable insights, and optimise marketing strategies.
  • Team leadership and development: Lead, mentor, and inspire a high-performing marketing team. Foster a collaborative and innovative culture, set clear objectives, provide guidance and support, and enable professional growth.
  • Cross-functional collaboration: Collaborate closely with sales, product, and other teams to align marketing efforts with overall business objectives. Provide marketing support and strategic guidance to ensure consistent messaging and customer-centric approaches.


  • Bachelor’s or Master’s degree in Marketing, Business Administration, or a related field (MBA preferred).
  • Proven experience as a senior marketing leader, preferably in a scale-up tech company or similar fast-paced environment.
  • Strong track record in developing and executing successful marketing strategies that drive growth and achieve business objectives.
  • In-depth knowledge of digital marketing, demand generation, lead nurturing, and marketing automation.
  • Experience in market research, customer segmentation, and competitive analysis.
  • Excellent analytical skills with the ability to leverage data to make informed decisions.
  • Exceptional leadership and team management abilities.
  • Outstanding communication and presentation skills.
  • Entrepreneurial mindset with the ability to thrive in a dynamic, fast-paced environment.

If you are a results-oriented marketing leader with a passion for driving growth and have a proven ability to scale marketing efforts in the tech industry, we would love to hear from you. Join our team and be a driving force behind our success as we revolutionise our sector.

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Required skills


Growth hacking: Proficiency in utilising innovative and unconventional marketing strategies to drive rapid and scalable growth, including techniques such as viral marketing, influencer marketing, and referral programs.

Conversion Rate Optimisation (CRO): Expertise in optimising conversion funnels, landing pages, and user experiences to maximise lead generation, customer acquisition, and conversion rates.

Account-Based Marketing (ABM): Skills in developing and executing personalised marketing strategies targeted at specific key accounts or high-value customers to drive engagement and revenue growth.

Marketing automation: Proficiency in leveraging marketing automation platforms to streamline marketing workflows, nurture leads, and personalise customer journeys through automated campaigns.

Customer journey mapping: Experience in mapping and analysing the customer journey across various touchpoints, identifying opportunities to enhance engagement, conversion, and loyalty.

Influencer marketing: Knowledge of identifying and partnering with industry influencers or key opinion leaders to amplify brand reach, engagement, and credibility within target audiences.

Content marketing strategy: Expertise in developing comprehensive content marketing strategies, including content planning, creation, distribution, and optimisation to drive brand awareness and customer engagement.

Customer segmentation and personalisation: Proficiency in segmenting target audiences based on demographics, behaviour, and preferences, and developing personalised marketing campaigns and messaging for each segment.

Mobile marketing: Knowledge of mobile marketing strategies, including mobile app marketing, in-app advertising, mobile optimisation, and location-based marketing to reach and engage mobile-first audiences.

SEO and SERP optimisation: Skills in optimising websites and content for search engines, conducting keyword research, and implementing on-page and off-page SEO techniques to improve organic search visibility.

Marketing budget management: Strong financial acumen to effectively allocate and manage marketing budgets, track spending, and optimise resource allocation for maximum ROI.

Agile marketing: Experience in adopting agile marketing methodologies to quickly iterate, adapt, and optimise marketing strategies and campaigns based on real-time data and market feedback.

Data privacy and compliance: Knowledge of data privacy regulations (e.g., GDPR, CCPA) and the ability to ensure marketing activities comply with relevant laws and regulation

Education requirements

Bachelor’s Degree: In a relevant field such as marketing, business administration, or a related discipline.

Master’s Degree: While not always required, some leaders hold a master’s degree, such as a Master of Business Administration with a specialisation in marketing or a Master’s in Marketing.

Marketing certifications: Certifications from organisations like the Chartered Institute of Marketing (CIM) can demonstrate your expertise in the field.

Interview questions

We’ve compiled a list of 40+ interview questions, often asked by employers at CMO interviews.

Chief Marketing Officer FAQs

How much does a chief marketing officer earn?
A Chief Marketing Officer can earn between £150,000 and £350,000 depending on the size of the business, its sector, its growth objectives and niche experience required. Companies often improve the overall package by including medical insurances, pension contributions and bonus payments.
What does a Chief Marketing Officer do?
A Chief Marketing Officer is responsible for all customer touch points across brand, marketing, customer acquisition and communications, developing and implementing new marketing strategies and leading delivery. CMO’s play a vital role in the company’s growth and require generalist marketing experience to lead and analyse success of integrated marketing campaigns across online and offline channels.
How do you become a Chief Marketing Officer?
A Chief Marketing Officer is often promoted from a Vice President of Marketing or Marketing Director position. No official qualifications are required at this level, but the ability to showcase leadership skills is essential. Previous experience of achieving marketing KPIs such as increased brand awareness, customer engagement and customer loyalty are required.
What is the highest marketing position?
The highest marketing position is often a Chief Marketing Officer, but this does depend on the structure and hierarchy that individual businesses decide to adopt. In other businesses, a Vice President of Marketing or Marketing Director report directly into the Managing Director or CEO.
Is CMO higher than VP?
A CMO is often the most senior marketing position at an organisation. Depending on the organisational structure, a business may decide to only have a VP of Marketing .