Out-of-home advertising provider Outfront Media has a CMO, Jodi Senese, who, in addition to overseeing the brand, assists clients with creative, research, and measurement.

“We need to fill our assets with really good-looking ads,” said Senese. “Nothing sells more out-of-home than really good looking out-of-home.”

As media, technology, and consumer behavior continue to change, the field of marketing is trying to keep pace. This means CMOs are often learning new skills and taking on more responsibilities. Sometimes the shifts are so drastic top marketers are dropping “marketing” from their title.

“Marketing is a bit unique in that it’s a multifaceted function,” said Felix. “Just the definition of what all sits under marketing can really vary company to company.”