FROM BRAND CUSTODIAN TO GROWTH ARCHITECT: THE EVOLVING ROLE OF THE CMO

ARVIND SAXENA
CMO, NEC Corporation India

The role of a CMO today is fundamentally different from what it was, a decade ago. Marketing is no longer about managing perception or running campaigns. It is about being a growth architect, a cultural compass, and a risk mitigator. The leadership style itself has evolved from command and control - to a wider orchestration. The modern CMO is an integrator who aligns the corporate machinery of an organisation - Legal, Finance, HR, IT, CSR, Quality, Product, SCM and other functions towards a ‘shared purpose’. This cross-functional partnership is crucial for aligning medium and long-term goals, fostering innovation, and building a future-ready organization.
As a strategic partner influencing product design, policy engagement, and brand trust, a CMO plays a pivotal role in the overall organizational growth.

Purpose-Led Branding as the North Star

It is about owning the brand like a founder, ensuring it is not just a logo, but a living promise inside and outside the company. I believe, purpose-led branding and communication is the North Star that guides decisions, sits at the heart of all we do, inspires teams, and connects authentically with customers & partners. It is no longer enough to sell products; brands must stand for something meaningful, reflected in the story of impact. In fact, studies show that 63% of product discovery in the present times is driven by influencers who build trust beyond traditional advertising. Contemporary marketing must be data-driven yet human, powered by AI and automation, but always ethical and purpose-aligned.

Impact Over Titles

The future CMO will be less about titles and more about impact. Their role in 2030 will not be to just build brands; they will shape new-age business models, tell stories with data and lead with purpose.