Raja Rajamannar on the qualities required of the modern-day CMO

The new standard for excellence

These qualities have been demonstrated by the final five brand leaders shortlisted for the WFA Global Marketer of the Year Award, presented in partnership with The Drum and presided over by Rajamannar as jury president. Unlike other accolades, Rajamannar says, this recognition honors those who excel across multiple dimensions, from societal contributions to sustained business results. The reigning holder of the award, L’Oréal’s Asmita Dubey, embodies this “360-degree performance.” Following a public vote, the next Global Marketer of the Year will be named in the new year.

“A marketer is first and foremost a very good business person,” Rajamannar asserts. Beyond driving growth, they must create a sustainable competitive advantage, connect deeply with societal issues, and inspire their teams. “At the end of the day, the world is very diverse; therefore, your team has to reflect that,” he adds, emphasizing the value of inclusive leadership.

The shift from creativity to strategy

Rajamannar reflects on the evolution of marketing. “15 years ago, marketing was about phenomenal concepts that clicked with consumers. Today, it’s about operating with both your right brain and left brain,” he explains. While creativity remains vital, marketers must now master fields like psychology, technology, and financial management.

Technology has been a game-changer. AI, blockchain, and AR are reshaping the industry. “AI is not going to displace marketers – it’s an amazing tool that will help us drive marketing more effectively,” says Rajamannar.

Navigating brand and performance marketing

Balancing short-term performance marketing with long-term brand building remains a challenge. “If you focus just on performance marketing, it’s like running on a treadmill. Brand is a force multiplier,” Rajamannar states. A strong brand drives better performance, creating a synergy marketers must leverage.

Purpose as a business imperative

Purpose-driven marketing, especially around sustainability and climate change, is no longer optional. Rajamannar emphasizes: “You cannot ignore that and simply focus on peddling your product. Purpose, especially toward climate and sustainability, is an integral part of your marketing approach.”

Continuous learning: a marketer’s edge

With rapid technological advancements, learning is a necessity, not a luxury. “The single biggest differentiator for successful teams is how quickly they learn and deploy those learnings,” Rajamannar says. He underscores the importance of educating teams to stay ahead in a field where change is constant.

The renaissance CMO

Rajamannar likens the modern marketer to Leonardo da Vinci, balancing art and science to drive results and impact. As the industry faces a “fifth paradigm” marked by disruption and innovation, the role of the CMO has never been more complex—or rewarding.

By mastering creativity, strategy, and purpose, marketers can lead their organizations through unprecedented transformation. As Rajamannar sums it up: “This is the most disruptive period in the world of marketing – and the most exciting.”

Kofi Amoo-Gottfried of DoorDash, Asad Ayaz of The Walt Disney Company, Diana Frost of Kraft Heinz, Marcel Marcondes of AB InBev and Aruna Ravichandran of Webex by Cisco are the five finalists shortlisted for Global Marketer of the Year 2024. Who best exemplifies the qualities of the modern CMO? Have your say by voting now on the Global Marketer of the Year website.

This article was originally published by The Drum.