The Chief Marketing Officer is quietly being replaced.

The Chief Marketing Officer is quietly being replaced.

Not by a person but by a mindset.

Over the past 12 months, we’ve seen a growing trend in FMCG. According to a recent Financial Times piece, we’re witnessing a real shift at the top of global FMCG org charts and it’s not just a title change.

• At Mars, former CMO Andrew Clarke now carries the title Chief Growth Officer, a role that spans marketing, digital, commercial, and strategic growth functions.
• At Unilever, the language is changing too: what used to be classic “Marketing” is being reframed through a growth and impact lens, with Chief Business Officers and Global Growth titles creeping into the C-suite.

This isn’t just a branding exercise.

It’s a signal.

Boards are no longer satisfied with functional marketing leadership.

They want someone who can drive growth — across DTC, digital, data, innovation, and commercial execution — not just oversee brand campaigns.

In retained search, this shift is changing the mandate entirely. Clients aren’t asking me for “a strong CMO.”

They’re asking:

• Who’s already owned a P&L?
• Who can build bridges between data science, brand equity, and retail revenue?
• Who understands how to win when loyalty is low, attention is fragmented, and every product launch needs velocity from day one?

The new reality is:

• Marketing, in its traditional form, is being absorbed into Growth.
• And if your org chart hasn’t adapted yet your competitors’ probably has.

What do you think; is this a smart evolution of the role, or are companies losing critical marketing expertise under the pressure of performance?