Average Chief Marketing Officer Tenure Hits New High: 42 Months
Tuesday May 24 2011
Study finds tenure has increased by more than 7 months since last year
CHICAGO — The average tenure for chief marketing officers of leading U.S. consumer brands reached 42 months in 2010, 7.3 months more than last year’s average and the highest tenure average since Spencer Stuart began tracking CMO tenure in 2004. This year’s data was based on the CMO tenure at the top 100 advertised brands.
"There is no question that economic unrest continues to play a part in the 'graying' of the CMO role, as marketers are less likely to transition into new roles," said Greg Welch, who initiated the firm’s first tenure study and is the global practice leader for Spencer Stuart's Consumer Goods & Services Practice. "But longer tenure also reflects the fact that CMOs have firmly established themselves among their peers in the C-suite."
When compared to the tenure average of the top C-suite function, the CEO, CMOs still have considerable ground to make up in this area. The average tenure of the CEOs of the top 100 advertised brands is 111 months or 9.2 years, well ahead of not only CMOs, but also the CEOs of the S&P 500, who have an average tenure of 6.9 years.
While average tenure of 42 months shows greater stability in the CMO role overall, the average masks significant differences in tenure across industries. The tenure of CMOs in the highly competitive communications and media sector is well below 42 months, coming in at 22 months; and CMOs in the restaurant business are feeling the pressure as well, with an average tenure of 25 months. On the other hand, CMOs in the industrial (77 months), retail (54 months) and financial services (53 months) sectors come in well above the overall average.
The role of the marketing function is as varied by industry as it was when Spencer Stuart began the CMO Tenure study in 2004, but a relatively new factor in the marketing role is the presence of social media.
"Today’s top CMOs have fully embraced technology and thrive working in an environment where it impacts marketing’s efforts on a daily basis," according to Tom Seclow, who leads Spencer Stuart’s Marketing Officer Practice. "These CMOs view themselves as leaders first and marketers second, assembling teams with expertise where digital and social media play prominent roles in meeting the demands of the consumer."
About the study
The tenure data is based on a review of chief marketing officers at leading marketers or advertisers with a significant ad spend, identified by Spencer Stuart as of December 31, 2010.
About Spencer Stuart
Spencer Stuart is one of the world’s leading executive search consulting firms. Privately held since 1956, Spencer Stuart applies its extensive knowledge of industries, functions and talent to advise select clients — ranging from major multinationals to emerging companies to nonprofit organizations — and address their leadership requirements. Through 51 offices in 27 countries and a broad range of practice groups, Spencer Stuart consultants focus on senior-level executive search, board director appointments, succession planning and in-depth senior executive management assessments. For more information on Spencer Stuart, please visit
www.spencerstuart.com.