Evolution of the Retail CMO: Pivot to Customer Expands Roles and KPIs
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Christopher Sarne Christopher Sarne
12 min read
Evolution of the Retail CMO: Pivot to Customer Expands Roles and KPIs
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Not long ago, retail was an industry centered on the store and the transactions that occurred in it, and the chief marketing officer (CMO), if there even was one, was tasked with establishing and maintaining the integrity of the retailer's brand. As retailers pivot to putting the customer at the center of their universe and aim to develop individualized connections, amplify customer advocates and turn loyalists into evangelists, the modern retail CMO's role is stretched across the entire business.

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