• Table of Contents

  • CMO to CEO: A Playbook for the Leap
  • Welcome to the C-Suite Hunger Games
  • The CMO’s Dilemma: Why We’re Stuck
  • 1. We’re Addicted to Attribution
  • 2. We Speak in Campaigns, Not Capital
  • 3. We’re Too Damn Nice
  • From CMO to CEO: The Strategic Shift
  • 1. Think Like a Portfolio Manager
  • 2. Build Cross-Functional Muscle
  • 3. Master the Boardroom Game
  • Case Studies: CMOs Who Made the Leap
  • Mary Dillon – From CMO to CEO of Ulta Beauty
  • Jeff Jones – From CMO of Target to CEO of H&R Block
  • The Political Playbook: Power Isn’t Given, It’s Taken
  • 1. Build a Power Base
  • 2. Control the Narrative
  • 3. Play the Long Game
  • Next Steps: Your CEO Readiness Checklist
  • Conclusion: The Leap Is Yours to Make

CMO to CEO: A Playbook for the Leap

Most CMOs dream of the corner office—but few make the leap. Why? Because the skills that get you to the top of marketing won’t get you to the top of the org chart. This playbook breaks down the mindset, strategy, and political savvy required to go from CMO to CEO. No fluff. No buzzwords. Just the hard truths and sharp tactics you need to make the leap.

Welcome to the C-Suite Hunger Games

Let’s get one thing straight: the CMO role is the most volatile seat in the C-suite. Average tenure? Less than 40 months. That’s shorter than a Kardashian marriage. And yet, CMOs are expected to be brand whisperers, data scientists, revenue drivers, and now—apparently—TikTok influencers.

But here’s the kicker: while CMOs are juggling flaming swords, CFOs and COOs are quietly climbing the ladder to CEO. Why? Because they speak the language of the boardroom. They’re seen as “strategic.” Meanwhile, marketing is still fighting to prove it’s not just the arts and crafts department.

It’s time to flip the script. If you’re a CMO with CEO ambitions, you need a new playbook. One that ditches the vanity metrics and builds real organizational power.

The CMO’s Dilemma: Why We’re Stuck

1. We’re Addicted to Attribution

Marketing loves a dashboard. But CEOs don’t care about your MQL-to-SQL conversion rate. They care about market share, margin, and momentum. If your entire strategy is built around proving ROI instead of creating enterprise value, you’re playing the wrong game.

2. We Speak in Campaigns, Not Capital

While the CFO is talking about EBITDA and the COO is optimizing supply chains, we’re over here naming our Q3 initiative “Project Phoenix.” Cute. But not CEO material.

3. We’re Too Damn Nice

Marketing is often the “fun” department. We throw great offsites. We make killer decks. But we rarely challenge the status quo. CEOs aren’t nice—they’re respected. There’s a difference.

From CMO to CEO: The Strategic Shift

1. Think Like a Portfolio Manager

CEOs don’t manage functions—they manage bets. If you want to make the leap, start thinking like a capital allocator. Where should the company invest? What markets are worth entering? What products should be killed?

• Stop obsessing over campaign performance. Start analyzing business units.
• Build a POV on where the company should go next—and back it with data.
• Speak in terms of risk, return, and runway.

2. Build Cross-Functional Muscle

CMOs who stay in their lane stay in their role. If you want to be CEO, you need to understand finance, operations, product, and HR. Not just understand—contribute.

• Shadow your CFO. Learn how to read a P&L like a thriller novel.
• Sit in on product roadmap meetings. Ask annoying questions.
• Get involved in pricing strategy. It’s where marketing meets margin.

3. Master the Boardroom Game

Boards don’t promote marketers. They promote leaders who can drive enterprise value. If you want their vote, you need to:

• Speak their language: growth, margin, TAM, CAC, LTV.
• Show you can manage crises, not just campaigns.
• Demonstrate strategic clarity, not just creative flair.

Case Studies: CMOs Who Made the Leap

Mary Dillon – From CMO to CEO of Ulta Beauty

Mary Dillon didn’t just rebrand Ulta—she redefined beauty retail. Her marketing background gave her a customer-first lens, but her CEO success came from operational rigor and strategic bets on e-commerce and loyalty.

Jeff Jones – From CMO of Target to CEO of H&R Block

Jones brought brand savvy to a staid tax brand—but he also brought a deep understanding of transformation, culture, and digital reinvention. That’s what made him CEO material.

The Political Playbook: Power Isn’t Given, It’s Taken

1. Build a Power Base

Stop being everyone’s favorite collaborator. Start being the person who gets things done. Build alliances with finance, product, and ops. Make yourself indispensable.

2. Control the Narrative

CMOs are storytellers—use that superpower internally. Position yourself as a strategic leader, not just a brand guardian. Own the company’s growth story.

3. Play the Long Game

Getting to CEO isn’t about being the loudest voice—it’s about being the most consistent. Show up. Deliver. Think bigger than your function. And when the moment comes, be ready.

Truth Bomb:

If you want to be CEO, stop acting like a marketer and start acting like a business owner.

Next Steps: Your CEO Readiness Checklist

• Do you understand your company’s financial model inside and out?
• Can you articulate a 3-year growth strategy that goes beyond marketing?
• Have you built influence outside your department?
• Are you seen as a leader of people—or just a leader of projects?
• Do you have a mentor who’s already made the leap?

Conclusion: The Leap Is Yours to Make

The path from CMO to CEO isn’t paved with brand