British Airways exec on what being a CMO means

05/15/2014 | McKinsey

Being a company's force for change, defining the vision needed to drive growth and ensuring marketing delivers results are key responsibilities for today's chief marketing officers, writes Abi Comber, CMO at British Airways. "[I]f the people in marketing just become the brand purists, they can stand for things that would cost more money than people can expect to see delivered back to the balance sheet. They need the experience of running both," Comber writes.

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