I was recently asked by an aspiring board director, who is also a Chief Marketing Officer (CMO), for advice on launching their corporate board career. As we discussed their potential, it became clear that their personal value proposition spans key areas such as strategy, customer-centric vision, go-to-market (GTM) expertise, and risk mitigation. I shared with them that corporate boards primarily focus on three critical areas: growth, transformation, and risk. No matter your professional background, the ability to align with these priorities and communicate your value confidently is essential.
To further explore this topic, I drew insights from recent interviews conducted for my upcoming The Boardroom Company Live series. Over the past two weeks, I spoke with three former CMOs who have successfully transitioned to board roles: the former CMO of Walgreens, the former CMO of Symantec, and the former CMO of Lands’ End, Direct Supply, and Divisional CMO at MetLife. These accomplished leaders shared their perspectives on what makes CMOs valuable in the boardroom and offered practical advice for aspiring board members. Here are the highlights from those conversations.
Insights from Former CMOs on Boards
Graham Atkinson (Former CMO of Walgreens)
Board Roles: Loyalty Ventures, Sentry Insurance (Mutual Company), and previously Monarch Holdings.
“In the last 5-10 years, the skills CMOs bring have become more sought after. With the growing importance of connecting with consumers through digital media, CMOs’ expertise has increased in value. Additionally, their experience in communication, reputation management, and crisis response adds significant value in the boardroom.”
Karen Hung (Former CMO of Lands’ End, Direct Supply, and Divisional CMO MetLife)
Board Roles: KeHE Distributors, Ascension, and Florence Eiseman.
“Boards focus heavily on growth, and CMOs are naturally driven by growth strategies and their integration across the business. This is a unique value proposition. Boards also care about metrics like enterprise value, profitability, EBITDA, and market share. CMOs bring a deep understanding of market reputation and how to enhance it.”
Janice Durbin Chaffin (Former CMO of Symantec)
Board Roles: Synopsys, Informatica and PTC, and previously EFI and IGT. ( NOTE: I removed Career Builder since it was private and was sold/merged)
“Before crafting your value proposition, ensure you fully understand the role of a board director. Beyond the typical CMO responsibilities, I recommend taking on special projects, joining committees, and or engaging in activities that give you a broader view of business. Managing a P&L is invaluable experience that can pave the way to board-level opportunities.”
Advice for Aspiring CMOs Seeking Board Roles
Graham Atkinson
“My first board opportunity came from serving on a subsidiary board within a company I worked for. For those seeking corporate board experience, explore opportunities within your current organization. These roles provide an excellent learning ground and can act as a springboard to larger board positions.”
Karen Hung
“Boards value chemistry as much as expertise. They want to know if you collaborate well and contribute to a high-performing group. The magic of a board lies in its ability to evolve into a cohesive team that makes impactful decisions.”
Janice Durbin Chaffin
“Soft skills are crucial on a board. Effective directors are good listeners, avoid micromanaging, ask critical questions in a helpful manner, balance being opinionated with being respectful and speak only when they have something important to say. Collaboration and conflict resolution are key. At the same time, you can’t be a silent member; it’s all about finding the right balance.”
Final Thoughts
Whether you’re just beginning your board journey or looking to leverage your CMO experience to secure a seat at the table in the future, the insights shared by these seasoned leaders offer a valuable roadmap. CMOs bring a unique blend of strategic thinking, growth-oriented expertise, and communication skills that are increasingly in demand. By honing your value proposition, developing collaborative skills, and gaining relevant experience, you can position yourself for a successful transition onto a corporate board.
By Naomi Kent, CEO, The Boardroom Company https://theboardroomco.com/about/