The Expanding Role of the CMO: From Campaigns to Core Strategy

In a recent Storyboard18 feature, Prof. Pranav Jindal—Research Director at the ISB Institute of Data Science (IIDS) and Associate Professor of Marketing—offers insights into the shifting landscape of marketing leadership. As businesses place greater emphasis on data-driven decisions and integrated growth strategies, the Chief Marketing Officer’s role is evolving beyond traditional brand oversight. Prof. Jindal highlights the importance of aligning compensation with this expanded mandate, arguing that today’s CMOs are increasingly central to shaping a firm’s strategic direction and long-term value.