Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
The future for chief marketing officers in financial services
Journal of Digital & Social Media Marketing,
12
(2),
154-164
(2024)
Abstract
The role of the chief marketing officer (CMO) has undergone significant scrutiny and transformation in recent years, particularly within the context of rapid technological advancement and industry disruption. This paper examines the evolving landscape of marketing leadership, exploring the challenges faced by CMOs in adapting to changing market dynamics and the imperative for redefining their roles within organisations. Drawing on insights from the financial services industry and broader market trends, the study analyses the strategies and competencies required for CMOs to navigate the complexities of modern marketing. By synthesising theoretical frameworks with empirical evidence, the paper offers actionable recommendations for enhancing marketing leadership effectiveness in an era of digital and social media marketing. The research methodology involved a review of existing literature, including books, academic journals, industry reports and case studies, to identify key themes and trends affecting the CMO role. Additionally, qualitative interviews with business leaders from various industries were conducted and referenced to gather first-hand insights and experiences to validate the conclusions.
Keywords: marketing leadership; brand innovation; digital marketing trends; financial services disruption; marketing strategy evolution; customer behaviour analysis
The full article is available to subscribers to the journal.
Author's Biography
Lindsey Ogan is the Chief Marketing Officer for Stride Bank. She has over a decade of experience in growth marketing and revenue optimisation roles, and in 2021 was recognised by American Banker as one of the USA’s 15 Most Powerful Women in Banking Under the Age of 40. In her role at Stride, her team is responsible for designing and scaling revenue strategies across the bank’s divisions and lines of business to increase market share, margin and brand value. This is accomplished by aligning the disciplines of innovation, product management, marketing and analytics. She operates as a cross-functional catalyst, breaking down silos and orchestrating processes across functional teams to execute more effective and efficient strategies in key growth areas.
