From Brand Guardians To Growth Architects

As AI, data and cross-functional collaboration reshape marketing, the chief marketing officer of 2030 must combine creativity, technology and financial acumen to drive business growth and influence strategy

- By Priyanshu Priya

The role of a chief marketing officer (CMO) is undergoing a historic transformation. Once seen as the guardian of advertising, communication and brand reputation, the modern CMO now sits at the intersection of creativity, technology, and business strategy. They are expected to not just tell compelling stories, but to drive measurable growth, influence culture and shape organisational vision.

“CEOs and boards now expect CMOs to lead the brand in the marketplace while also managing internal communications and employee engagement. The role is no longer just outward-facing metrics; it’s about shaping the organisation from the inside out,” says Arvind Saxena, CMO, NEC Corporation India.

The shift is clear. Marketing can no longer function as a silo and must directly link creative strategy with commercial outcomes. Rajat Abbi, VP - Marketing, Schneider Electric India, believes that marketing leaders today must blend curiosity with commercial intelligence. “CMOs must understand technology, sales, and the business deeply. They are not just brand custodians, they are experimental officers driving measurable outcomes,” he explains. As businesses face rising digital competition, data dependency and changing consumer expectations, the CMO’s influence now extends into almost every aspect of corporate strategy.

Evolving KPIs