The path to the CEO seat has traditionally run through finance, operations, or legal. But as consumer behavior shifts, digital disruption accelerates, and brand trust becomes a strategic imperative, a new contender is rising: the chief marketing officer.
The CMO-to-CEO leap is still rare—only about 10% of Fortune 250 CEOs have marketing backgrounds, according to Spencer Stuart, far fewer than those from finance or ops. But that number is growing, particularly in sectors like retail, consumer tech, media, and digital-first businesses, where customer experience and growth are core to strategy.
Today’s top marketers are no longer just brand stewards or ad buyers. They’re responsible for growth, product, customer experience, digital transformation, and data. Their scope often expands into hybrid titles—chief growth officer, chief customer officer, president of revenue—making them viable candidates for the top job.
What sets these marketing heads-turned-CEOs apart is operational credibility. Many owned P&L responsibility—a near-universal trait among CEOs—and led cross-functional teams across product, tech, and strategy. Their digital fluency, crisis communication chops, and mastery of brand narrative are also additive skills in a volatile business environment.
Still, barriers persist. Some boards continue to view marketing as tactical rather than strategic, which may explain why CMOs have among the shortest tenures in the C-suite. A lack of exposure to finance or supply chain can also be a limiting factor for most.
But the pipeline is widening. Of the Fortune 500 CMOs who left their roles last year, 10% became CEOs, per Spencer Stuart. And 37% of current Fortune 500 CEOs have some functional experience in marketing. The takeaway: The modern marketing leader—fluent in digital, steeped in growth, and wired for customer insight—is no longer a long shot for the top job. Because in today’s economy, a CEO isn’t just a strategist. They’re a storyteller, too.
