Chief Marketing Officer Tenure Now at 43 Months
CMO tenure stabilizing after a significant increase in 2010
CHICAGO — The average tenure for chief marketing officers of leading U.S. consumer brand companies rose to 43 months in 2011, only a month longer than the 2010 average, according to the latest CMO tenure study by executive search consulting firm Spencer Stuart. This represents somewhat of a plateau in CMO tenure, after a seven month increase in the tenure average between 2009 and 2010. Data for the eighth annual CMO tenure study was based on the CMO tenure at the top 100 advertised brands.
“As was the case last year, economic uncertainty continues to play a part as many CMOs are opting to stay in their current seat, rather than pursue a new role,” said Greg Welch, of Spencer Stuart, who also initiated the firm’s first tenure study in 2004. “But the 43-month average also reflects the fact that these organizations are well served by their sitting CMOs, providing a culture of stability for both the organization and its marketing function.”
While average tenure overall has remained relatively stable, CMO tenure varies sharply across industries. In the automotive and restaurant sectors, average CMO tenure is significantly shorter — 25 months, or just over two years — while tenure among communications and media CMOs is 33 months. CMOs in industrial companies, meanwhile, continue to enjoy longer tenures, with an average tenure of 99 months.
“There is no question that CMOs have a different perspective on tenure based on their respective sector,” according to Tom Seclow, who leads Spencer Stuart’s Marketing Officer Practice. “But the overall message is that CMO tenure continues to climb as CMOs become more entrenched in their roles and expand their influence across their organizations.”
Average CMO Tenure through the Years (in months)
| 2011 |
2010 |
2009 |
2008 |
2007 |
2006 |
2005 |
2004 |
| 43.0 |
42.0 |
34.7 |
28.4 |
26.8 |
23.2 |
23.5 |
23.6 |
About the study
The tenure data is based on a review of chief marketing officers at leading marketers or advertisers with a significant ad spend, identified by Spencer Stuart as of December 31, 2011.
About Spencer Stuart
Spencer Stuart is one of the world’s leading executive search consulting firms. Privately held since 1956, Spencer Stuart applies its extensive knowledge of industries, functions and talent to advise select clients — ranging from major multinationals to emerging companies to nonprofit organizations — and address their leadership requirements. Through 53 offices in 29 countries and a broad range of practice groups, Spencer Stuart consultants focus on senior-level executive search, board director appointments, succession planning and in-depth senior executive management assessments. For more information on Spencer Stuart, please visit
www.spencerstuart.com.