I’ve spent years watching marketing leaders navigate their careers, and I’ve noticed something fascinating. The path out of the chief marketing officer seat isn’t what most people think. Contrary to popular belief, the majority of CMOs aren’t fleeing in despair with burnt-out spirits and empty business cards. Research from Spencer Stuart shows that 65% of exiting CMOs move to similar or bigger roles[1]. That’s not failure, that’s career progression.
Still, there comes a point when even the most successful CMO feels the pull toward something different. Whether it’s the relentless tech burden (92% of CMOs say they’d have chosen another career if they’d known how tech-heavy the job would be[2]), the pressure to prove ROI within 100 days, or simply the desire for something more fulfilling, the question remains: what’s next?
Moving Up the Ladder
The most common next step for CMOs is upward mobility. Some get promoted within their own organisation to roles like president or chief growth officer[3]. Think of Lauren Hobart at Dick’s Sporting Goods, who went from CMO to president, or Jay Farner at Quicken Loans, who made the leap to CEO[3].
The pathway to CEO is real, though it usually requires moving companies. About 10% of exiting Fortune 500 CMOs become CEOs, and notably, 37% of current Fortune 500 CEOs had marketing experience on their route to the top[1]. The key is gaining broad operational experience beyond marketing[4]. As Spencer Stuart research shows, CMOs who aspire to the corner office need exposure to sales, finance, and operations[4]. They need to lead cross-functional teams and strategic projects like mergers and acquisitions.
The Fractional CMO Revolution
For many senior marketers, the appeal of going fractional has grown enormously. The fractional CMO model offers the best of both worlds: strategic C-suite work without the full-time commitment. Companies get access to senior expertise at a fraction of the cost of a permanent hire (typically a few thousand pounds per month versus a six-figure salary[5]), whilst the CMO gains flexibility, variety, and control over their schedule[6].
The UK market has seen a 35% year-on-year increase in demand for fractional CMO services between 2020 and 2023[7]. About 42% of UK businesses with 50 to 250 employees have either engaged or considered engaging a fractional CMO in the past two years[7]. The model works particularly well for experienced marketers who’ve spent decades in corporate roles and fancy a change. You’re applying your expertise across multiple businesses and industries whilst building a portfolio career that reflects your priorities[8].
The transition isn’t without challenges. You’ll need financial runway (at least six months of expenses saved), entrepreneurial drive, and comfort with variable income[8]. But for those ready to trade corporate politics for independence, it’s an attractive option.
Board Positions and Governance
Another natural progression is the boardroom. Former CMOs often become non-executive directors, leveraging their operational experience to advise and monitor sitting CEOs[9]. The boardroom allows them to step away from daily operational pressure whilst contributing strategic oversight[9].
CMOs bring increasingly valuable skills to board roles. Their expertise in customer-centricity, digital transformation, crisis communication, and reputation management has become more sought-after in recent years[10]. Graham Atkinson, former CMO of Walgreens, notes that “in the last five to ten years, the skills CMOs bring have become more sought after”[10].
The challenge here is accepting a different role. You’re no longer driving day-to-day activities but rather advising and approving decisions[9]. For CMOs accustomed to being in the thick of execution, this can require adjustment.
Entrepreneurship and Starting Fresh
Some CMOs channel their strategic expertise into building something entirely their own. The transition from CMO to entrepreneur represents a shift in mindset and vision[11]. You’re leveraging your understanding of market dynamics, consumer behaviour, and brand positioning to create a new venture from scratch.
Marketing leaders possess distinct advantages as entrepreneurs: deep customer insights, brand-building expertise, go-to-market strategy skills, and storytelling abilities that work equally well with investors as with consumers[11]. However, the shift requires operating without an established ecosystem, embracing financial risk, and often becoming more hands-on than you’ve been in years[11].
Forbes’ annual Entrepreneurial CMO 50 list highlights marketing chiefs who blur the lines between leadership and innovation[11]. They’re disrupting industries by applying unconventional strategies and treating their corporate roles with an entrepreneurial mindset.
Advisory and Consulting Roles
A less obvious but viable option is becoming an advisor or joining a consulting firm. Former CMOs offer not just strategic advice but also valuable relational assets and practical implementation experience[9]. Particularly for smaller organisations, a former CMO’s network can be as valuable as their strategic counsel.
The advisory path works well for those seeking a second-half career that keeps them connected to business without the intensity of full-time executive roles[12]. It offers flexibility and the satisfaction of applying decades of experience to help organisations solve specific challenges. However, you’ll be competing with career consultants and may need to accept that your advice isn’t always followed[9].
My Concluding Thoughts
The career options for departing CMOs are more diverse and positive than headlines suggest. Whether moving up to CEO, going fractional, joining boards, launching your own venture, or advising others, the skills you’ve built as a chief marketing officer translate remarkably well. The key is honest self-assessment: what do you actually want from the next chapter?
References and Further Reading
[1] CMO Tenure Study 2025: The Evolution of Marketing … https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-2025-the-evolution-of-marketing-leadership
[2] Nine-in-ten CMOs disappointed by increasingly tech- … https://www.consultancy.uk/news/41568/nine-in-ten-cmos-disappointed-by-increasingly-tech-centric-role
[3] These Are the 4 Possible Career Paths for Every CMO Today https://www.adweek.com/sponsored/these-are-the-4-possible-career-paths-for-every-cmo-today/
[4] From CMO to CEO: The Route to the Top https://www.spencerstuart.com/-/media/pdf%20files/research%20and%20insight%20pdfs/cmotoceo_09jun2015.pdf
[5] How to Become a Fractional CMO Guide for Marketers https://cmox.co/how-to-become-a-fractional-cmo/
[6] CMO Career Path: Lessons from CMOs by CMOs https://tegrita.com/cmo-career-path/
[7] The Business Impact of Fractional CMOs in Financial … https://www.lagomconsulting.co.uk/insights-news/the-business-impact-of-fractional-cmo-in-financial-services-professional-services-and-startups
[8] How to Become a Fractional CMO and Build a Portfolio … https://www.vcmo.uk/resource/becoming-a-fractional-cmo-how-senior-marketers-build-portfolio-careers
[9] Beyond the CEO suite: what’s after the first CEO job? https://www.amba-bga.com/insights/beyond-the-ceo-suite-whats-after-the-first-ceo-job
[10] CMOs on Boards — How to Position Yourself for Board Roles in … https://theboardroomco.com/cmos-on-boards-how-to-position-yourself-for-board-roles-in-2025/
[11] The Journey from CMO to Entrepreneur: Lessons … https://martechedge.com/featured-articles/the-journey-from-cmo-to-entrepreneur-lessons-from-forbes
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