Market Overview

Forty-Two Percent of Retail Marketing Leaders to Seek New Jobs in 2018 as Nanigans Research Reveals Their Top Challenges


While CMOs face greater revenue accountability, they lack resources
and independence needed for growth

the leader in performance advertising software, today announced new
research findings that examined retail marketing leaders' attitudes
about their roles. The survey of 100 digital advertising decision-makers
– including CMOs at some of the largest online retailers in the U.S.–
found that despite marketing being tasked with revenue accountability,
roadblocks such as increased demands, organizational challenges and
external market forces prevent success.

Based on the survey results, retail marketing leaders revealed their top
three priorities as: improving ROI / boosting sales (27 percent),
customer acquisition and retention (24 percent), and expanding /
increasing market share (24 percent). These objectives underscore the
pressure senior-level marketers face to prove results as competition and
customer expectations simultaneously increase.

"Ecommerce companies grow by two main ways: customer acquisition and
better monetizing their existing customer bases. Digital advertising is
critical to both. However, the digital advertising ecosystem is siloed,
complex and controlled by industry giants," said Ric Calvillo,
co-founder and CEO of Nanigans. "To succeed in this environment and stay
laser-focused on what matters, CMOs need to start driving incremental
revenue and stop counting clicks."

As marketers seek to execute on their priorities, they face
organizational challenges and a competitive job market, making it
difficult to maintain talent and stability within the marketing
department. According to Nanigans' research findings:

  • Forty-two percent of respondents predict they will interview at other
    companies within six months
  • Over the past seven years, respondents report their companies have had
    an average of 2.6 CMOs
  • Fifty-eight percent of marketing leaders have seen their roles become
    fragmented among different executives
  • Ninety-three percent of marketing leaders sometimes or often need
    buy-in from non-marketing executives on growth-related initiatives
  • Less than a third (30 percent) of respondents strongly agree that the
    measure of success for the marketing organization is clearly defined
    and known across the company

"Our research findings speak to the confusion and transformation taking
place in marketing today. It's unclear who owns this critical business
function, especially as new roles emerge such as the Chief Digital
Officer or Chief Growth Officer," Calvillo said. "To maintain order and
drive growth, modern CMOs need independence and autonomy, setting clear
metrics and objectives across the organization."

There are also numerous outside market forces moving to the top of the
CMO's agenda, adding to their list of initiatives and concerns. The top
three topics marketers are actively having conversations about include:
data privacy and security (58 percent), artificial intelligence and
machine learning (53 percent), and regulation and compliance – including
the General Data Protection Regulation (GDPR) (47 percent). To keep
ahead of the curve by both discussing these topics and incorporating
them into marketing plans, it's critical for CMOs to escape the vacuum
of an influencer role and demand more control and autonomy.

To learn more about Nanigans' research, view our interactive

About Nanigans, Inc.

Nanigans arms marketing teams to drive incremental revenue with the most
powerful and transparent cross-channel buying platform. Sophisticated
commerce advertisers currently optimize more than $700M in annual ad
spend through the Nanigans platform. Nanigans is headquartered in Boston
with offices in New York, San Francisco, London, Singapore and Seoul.
For more information on Nanigans, please visit

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