‘You have to kiss a lot of frogs’: The dos and don’ts of setting up as a fractional CMO
The role of fractional CMO is gaining pace, but how can marketers best set themselves up for success if they decide to take the plunge?
What actually is a fractional CMO?
Molly InnesStretched businesses are making their budgets go further by hiring in a CMO for a day a week, while marketers themselves are eyeing up the opportunity to tap into variety.
‘We’ve never had this access to talent’: SMEs on recruiting to chase growth
Ian BurrellFrom nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
Is optimism returning to the marketing recruitment landscape?
Molly InnesRecruiters are “pleasantly surprised” by how the market is shaping up this quarter, but with job-seeking senior marketers at an “all-time high”, competition is fierce.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Jasper BaumannHaving joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
‘Grow up the brand’: How Three shifted media spend to engage the ‘whole country’
Grace GollaschThree has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.