The Role of the Modern CMO: From Brand Steward to Everything Else
2/20/2026
Ever feel like the role of the CMO is evolving faster than you can say “data-driven marketing”? It’s not just about brand stewardship — or even how and where your product shows up in the market anymore. Today’s CMO is now a data scientist, a tech guru, a financial strategist, and more. This shift is a fundamental change in how marketing gets done, driven by a complex mix of new technologies and economic pressures.
In a recent episode of The Orchestration Podcast by Iridio ℠, I spoke with Andy Johnson, Iridio’s Senior Vice President, Principal, about these very changes. Andy shed light on how the marketing landscape is rapidly transforming, requiring a new kind of leader and a new kind of strategy.
The evolution of the CMO
Just a few years ago, the CMO's primary job was to be a brand steward, ensuring the company's brand was impactful and resonated with customers. While that core function remains, the role has evolved exponentially. The influx of technology and the current economic environment have created a new set of demands.
Today’s CMO must navigate a world of vast amounts of first- and third-party data, understand how generative AI is disrupting content creation, and manage the macroeconomic pressures of doing more with less. They’ve gone from brand steward to data scientist, data engineer, and even chief information security officer. This complexity means the traditional marketing playbook is no longer enough.
Data and efficiency: the new normal
In today's environment, where every dollar counts, marketing spend is often viewed as discretionary. This makes maximizing return on ad spend (ROAS) and overall operational efficiency paramount. Andy highlighted that to succeed, companies must focus on two key areas:
- Data-driven connections: It all starts and ends with data. First- and third-party data must be used to drive meaningful connections with customers. On the back end, data and analytics platforms are crucial for measuring customer attribution and ensuring that the right message reaches the right consumer in the right channel at the right time.
- Content automation: Leveraging tools like AI and content automation is essential for a competitive edge. This allows a company to produce a higher volume of impressions and content with fewer resources, significantly lowering the cost to generate impressions and providing a more cost-effective solution for clients. This fusion of human talent with technology is key to creating curated content at scale.
A C-suite collaborator
The modern CMO's responsibilities now transcend the traditional "four Ps" of marketing—price, promotion, place, and product. They must add a few more letters to the mix: **D** for data, **A** for analytics, **I** and **S** for InfoSec, and **F** for finance. The CMO is now a cross-functional peer who must collaborate with the CFO on financial transparency, the COO on operational efficiency, and the CISO on data security.
This deep integration into the C-suite is what allows for a more holistic, business-wide approach. Iridio by RRD helps enable this by providing a unified solution that can address everything from alleviating operational expenditures to ensuring the ethical sourcing and security of data.
A best-in-class example: Home Depot
When asked who is doing modern marketing right, Andy pointed to Home Depot. The company's success lies in its mastery of interconnected retail and the endless aisle. They seamlessly integrate their physical stores with their digital presence and mobile application, creating a unified customer journey.
Home Depot also excels at understanding its two key customer profiles: the DIYers and the professional contractors. By tailoring their in-store and online experiences to each group's unique needs and project-centric mindset, they've been able to connect with customers in a rich and authentic way.
Accelerating modern marketing with better partners
The path to get here is not always easy, especially when most brands are using 20+ agencies. But that’s where a cohort of best-in-class partners can make a world of difference. While some will offer multiple capabilities within a comprehensive, integrated framework, others can provide perfectly suited niche solutions. All of the best partners must meet modern marketers where they are and collaborate within a connected ecosystem.
The takeaways for today’s marketer are clear: redefine your leadership, lean into data-driven personalization, and foster collaborative partnerships. The CMO role is no longer just about the brand; it’s about mastering the complexity of the entire business ecosystem to drive growth.
Want to hear the rest of the conversation? Check out the full episode of The Orchestration Podcast for a deeper dive into modern marketing.
Matthew Tilley is the host of The Orchestration Podcast by Iridio and Vice President of Growth Marketing at RRD