Russell Parsons: Why CMOs aren’t always brand guardians

Tesco is on the hunt for its fourth marketing boss in three years. Chief customer officer Robin Terrell has resigned from the supermarket to pursue pastures new. Since 2014, the UK’s biggest retailer has undergone a series of departures, rethinks and restructures at the top of its marketing tree.
Even though the rate of change at Tesco is notable, the pattern reflects reality – CMO tenures are short and getting shorter. The Marketing Society and Spencer Stuart, who put average UK and