Why the Trend of Global CMO Has Reached Its Tipping Point
The year 2010 will be known for many things, but in the marketing world, it might be the tipping point of the global CMO. Last September, L'Oreal tapped Marc Menesguen as its first global chief marketing officer, a month after Ford Motor Co. appointed Jim Farley group VP-global marketing. In December, General Motors Corp. broadened U.S. marketing chief Joel Ewanick's responsibilities to global CMO. Last April, Estee Lauder anointed its first executives with global scope across all brands.