Page 23 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Movin’ On: The Spencer Stuart Tenure Report
How long does a Chief Marketing Officer hold their position? Not that long, the latest Spencer Stuart CMO tenure study finds. It’s one reason why Hispanic CMO has changed its name: brand stewards are no longer CMOs.
Still, the shortening lifespan of a CMO is something to be looked at, especially if you’re the head of an ad shop seeking to gain their trust and understanding of just how to market to Hispanic consumers.
The average tenure for chief marketing officers of leading U.S. consumer brand companies decreased to 43 months from 44 months.
That puts the average tenure back to where it was at the start of the 2010s. While that’s longer than during the boom years of the late 2000s, it’s the median tenure that’s particularly troublesome.
Median tenure dropped from 31 months in 2017 to 27.5 months in 2018.
The CMO tenure data set is based on an analysis of the tenures of CMOs from 100 of the most-
advertised U.S. brands as of December 31, 2018. Some 94 of these 100 companies have CMOs.
While the overall numbers are down, gender diversity is on the rise – evident from the
attendance at Masters of Marketing in Orlando. Of those polled, 34 (36%) of all CMOs are