I updated my LinkedIn headline over the weekend, and it got me thinking about how we describe our role in the Age of AI. I also had this debate with my editor when settling on the name of my upcoming book on marketing in the era of AI.
First, there was Marketing and Communications. Then came Digital Marketing. Then Digital Comms. Then, Social Media. Content. Performance. Customer Experience. And now… AI for Marketing and Communications.
The job keeps evolving. But the title? Not so much.
If you’re a leader, you will benefit by understanding your role.
So here’s the question I want to ask today: Does the title Chief Marketing Officer still reflect what this role is? Or is it time for something new, something that captures not just what we do, but how we lead?
Let’s be honest: the modern CMO or Head of Marketing and Comms is part strategist, part technologist, part data analyst, and increasingly, part futurist. They’re expected to drive growth, lead digital transformation, shape public perception, and now, steer their organisation through AI integration.
And yet, many are still viewed as the people who “do the campaigns” or “manage the socials.”
Danny Denhard, a brilliant CMO coach, recently put it this way:
“The debate surrounding the CMO title is more than just semantics. It reflects a fundamental shift in the evolving role and perception of Marketing within businesses.”
I couldn’t agree more. The title CMO once signalled brand leadership and promotional expertise. But today, marketing is deeply tied to business outcomes. And in many organisations, the marketing lead is the one pushing the conversation on data ethics, automation, customer trust, and yes, AI policy.
So, what do we call this evolved leader?
Some companies are experimenting. We’ve seen Chief Growth Officer, Chief Experience Officer, Chief Customer Officer, even Chief Brand & Innovation Officer. And I recently saw someone refer to themselves as a Chief Relevance Officer, which I thought was both hilarious and on point.
But titles alone don’t solve perception problems.
Kathryn Strachan, a strategic business advisor, nailed it when she said:
“In too many businesses, the CMO title is being diluted to the point of irrelevance. If you want to lead, you have to speak the language of the boardroom.”
This is the heart of it. If your CFO is speaking EBITDA and projections, the modern CMO needs to be fluent in data pipelines, AI models, and revenue attribution. You need to understand the tech stack, not just the tone of voice.
Which brings us to the AI shift.
I work with public sector marketing leaders who are adopting AI at speed—but also cautiously, with public trust in mind. These are not just comms pros. They’re governance advisors, internal change agents, and AI ethics leads. That’s not marketing as we once knew it. That’s organisational transformation.
Jennifer Renaud, who’s worked in big tech and leadership roles, said it like this:
“Too often today, CMOs are boxed into just one thing: Promotion. But true growth doesn’t come from selling harder. It comes from connecting the brand to business outcomes.”
And I love what Nicola Vidal added:
“The role of a modern CMO has evolved massively. But instead of expanding the understanding of what a CMO can deliver, companies are just changing the title. That can dilute the position.”
So we’re at a crossroads.
Do we retire the title? Reinvent it? Or reclaim it—on our terms?
Maybe the answer is less about the title and more about the framing. What story do you tell about your role? What problems do you solve? What impact do you make?
Because here’s what I know: whether your email signature says CMO, Head of Marketing, or something trendier—your job is now bigger than a function. You are shaping how your organisation shows up in a world shaped by algorithms, expectations, and exponential change.
So I want to leave you with this question:
Do you think the CMO title still fits?
Or is it time for a new one?
And if so, what should it be?
Send me a DM, drop a comment, or post your thoughts. I’d love to hear where you stand.
About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
