READ ME IF YOU ARE A CMO…

August 2, 2025

By Javier E. Rodriguez Horta
These trends speak volumes. CFOs are taking the CEO seat and CMOs need to pay attention.

From Pilgrim’s Fabio Sandri, to Newell Brands‘s Chris Peterson, to Unilever‘s Fernando Fernandez, to now Procter & Gamble‘s Shailesh Jejurikar*, more CPG and retail companies are choosing CFOs to lead the business.

Why?

To borrow Paul Frampton-Calero ⚡️simplicity approach: Because boards are rewarding leaders who bring financial discipline, operational rigor, and growth clarity to the table.

It’s that simply. This is not rocket science.

This shift should be a wake-up call for marketing.

There was a time when CMOs were seen as natural CEO successors. Think P&G’s legacy of promoting brand leaders to the top job.

But that era is shifting. In today’s climate, if marketing isn’t seen as a growth engine, it risks becoming a support function.

If CMOs want a shot at the corner office, the path forward is clear:

  • Connect marketing to measurable growth
  • Speak the language of finance (shoutout to all the marketers at Colgate-Palmolive who dominate P&Ls)
  • Lead across silos, not just within brand
  • Build credibility with investors and the board

Because in the C-suite today, it’s not enough to build the brand. You need to build the business.

 

Share article:

Skip to content