In 2024, CMOs had to get used to new team structures, become experts in the fashion industry and know when to say no to a trend (eg Brat Summer). Few people can do all those things; here’s how the role evolved.
We’ve analyzed some of our most interesting interviews of 2024 to identify lessons for the year ahead.
1. Buddy up with other departments
There have been some interesting examples of new ways to structure the marketing function this year, with greater collaboration between product, design and even policy teams.
Etsy’s chief marketing officer Brad Minorshared the retailer’s unique structure, which sees the marketing and comms function sit within operations. The benefit, Minor said, is that marketers aren’t siloed from the product, trust, safety and strategy teams. “It means you have a better understanding of the how and the why and the direct impact that every decision has on customers because you are working day-to-day with folks who are better …