Chief marketing officers are increasingly taking on responsibilities for growth, technology, data, and artificial intelligence strategy. This expanding role has led to an increasing number of CMOs transitioning into chief executive officer positions.

Executive search firm Spencer Stuart reported that approximately 10% of departing Fortune 500 chief marketing officers move directly into CEO roles. Additionally, roughly 37% of sitting Fortune 500 chief executive officers have marketing experience as part of their career background. The role of artificial intelligence is also transforming how consumers discover, evaluate, and purchase products.

A Boston Consulting Group survey indicated that 90% of chief marketing officers believe generative artificial intelligence is reshaping how consumers find and assess brands. Jessica Apotheker, global chief marketing officer at Boston Consulting Group, stated, "Brand building is absolutely core to what we do. But we need to expand the function from there." About 80% of chief marketing officers surveyed by Boston Consulting Group reported making large investments in artificial intelligence upskilling.

Examples of executives with marketing backgrounds who became CEOs include Brian Cornell, who served as chief marketing officer at Safeway before leading Target. Mary Dillon, who was global chief marketing officer at McDonald's, later became chief executive officer of Ulta Beauty and Foot Locker. Brian Niccol, current chief executive officer of Starbucks, previously served as chief marketing and innovation officer at Taco Bell and later as CEO of Taco Bell and Chipotle. Andrea Jung worked in global marketing at Avon before becoming its chief executive officer.