Interim Chief Marketing Officers do a whole lot more than just keep the CMO seat warm. Just like the permanent counterparts they fill in for, they’re essential support for commercial teams, stewards of the customer experience, and cross-functional strategists. Certainly, the broad scope of a traditional CMO has its drawbacks, with many finding that they are seen by other leaders as vaguely defined cost centers, rather than the growth drivers they truly are. But interim leaders, by contrast, often arrive with the mandate and credibility to change that perception by delivering fast impact where it matters most.
In today’s omnichannel environment, this demand increasingly centers on interim CMOs and interim marketing leaders with experience in retail, media networks, growth, demand generation, and brand—executives with a wealth of knowledge and experience to step in, hit the ground running, and bring clarity, focus, and forward motion in all the right ways.
Interim CMO Responsibilities: From “What If?” to “What’s Next”
Interim CMOs can provide a wide array of skills and experience tailored to whatever scenario your company is facing. For example, in the event of a leadership gap (whether expected or unexpected) an interim CMO can drive business growth and strategic direction, manage teams, and enhance marketing capabilities. Or, in acquisition or spinoff scenarios, interim CMOs can help build a whole new marketing function, ideate on must-haves for a full-time CMO hire, and provide continuity and support during the transition.
But companies can do much more than steady the ship during a leadership gap or transition. Interim marketing leaders can assess and improve business processes and capabilities by tackling unique campaigns and projects that require a specialized set of skills. They can also help support internal teams that might lack people in seat or industry experience while the search for a long-term candidate continues behind the scenes.
Marketing for Today’s Market: Why CMO Demand is Higher than Ever
Interestingly, the CMO title itself offers insights into the function’s expanding scope. According to Forbes, only 40% of Fortune 500 marketing leaders carry the straightforward title of "Chief Marketing Officer." Another 16% combine marketing with other functions in their title (like "Chief Marketing and Communications Officer"), while 11% don't include the word "marketing" at all, favoring terms like "commercial," "growth," "customer," "brand," and "strategy." It’s no wonder the M in CMO is starting to feel more like it stand for “multipurpose” than anything else!
CMOs are grappling with intense pressure to drive profitable growth, meet changing demands for business transformation, and keep up with increasing complexity in the broader marketing landscape. Utilization varies based on industry with a deep disparity between those that most frequently have a CMO in seat and those that don’t, but research shows that companies with a single customer- or growth-focused executive on the leadership team—such as a CMO or chief growth officer—see up to 2.3x more growth than those with fragmented leadership.
As such, demand for highly skilled interim marketing leadership has never been higher, with several factors at play:
- Both the marketing function and the CMO’s scope are growing in complexity, requiring fresh (first-time or flexible) perspectives and in-demand skills to upgrade the function and add new specializations.
- In today’s fast-paced business environment, companies can’t afford to lose any time without someone in seat, else the org fails to capitalize on opportunities while searching for a permanent hire.
- With uncertainty persisting, some companies are not ready to add permanent headcount for product launches and new initiatives.
- Top talent are increasingly turning to independent work for flexibility and unique project-based assignments.
With digital engagement now second-nature and AI reshaping the marketing landscape, leading teams are turning to independent experts to build data-driven strategies, integrate emerging technologies, and accelerate growth. As budgets tighten and priorities shift, on-demand talent provides companies the ability to test, optimize, and scale more efficiently while maintaining flexibility amid economic, tariff, and supply chain uncertainty.
A recent BTG report affirms that when it comes to sourcing the right skills, it’s about agility and precision. Organizations are turning to flexible resourcing solutions to unleash the potential of advanced technology (with demand for AI support rising 80% YOY, becoming the 14th most in-demand skill), to rekindle inorganic and organic growth (with strategic planning coming in at #8th most in-demand skill), and to power transformation and change via niche expertise. Today, leading marketing teams are engaging independent experts to cut through the clutter, refine their strategies, and deliver more targeted, resonant content.
On the B2C side, consumers are more aware of all aspects of the brands they are supporting, from their company values and employee experience to their environmental impacts and political activities. Not only that, but consumers are becoming resistant to the never-ending digital noise and brands lacking authenticity— let alone brands leaning too heavily on AI for a little bit of everything.
That’s where the right interim CMO can come in, offering a wide variety of unique experiences and extensive expertise. They can offer fresh perspectives and in-demand skills to help businesses prevail and grow through times of uncertainty, instability, or dissonance.
How companies are utilizing interim CMOs
In our experience delivering highly skilled independent talent to top companies, there are three main ways that organizations are leveraging interim marketing leaders today:
An interim CMO to bridge brand and business needs
When a senior marketing leader steps away—whether due to retirement, an unexpected departure, or family leave—it can stall momentum. In moments like these, companies need more than just a placeholder. Not only can a skilled interim CMO fill the leadership void, they can also provide support for overextended teams—assisting with internal skills gaps, redistributing and prioritizing work, and projectizing critical near-term components of the traditional CMO role.
The right interim leader brings a balance of brand, product, and commercial expertise. Interim talent with experience across merchandising and marketing can steady the team, guide near-term execution, and ensure go-to-market plans stay on track. It’s a proactive way to fill the gap without losing ground.
Consider when a retailer needed a merchandising expert to assess their current SKU assortment, identify highest-margin SKUs, and develop a strategy to optimize their product mix across store formats and categories. This leader was also tasked with managing vendor relationships in line with the revitalized strategy and exploring new, local partnerships. BTG connected them with a seasoned retail executive with senior leadership experience at Target, Macy’s, and Amazon. With deep merchandising expertise and broad cross-functional skills, she stepped in to lead across product, marketing, and consumer insights—bringing energy, strategic clarity, and a knack for innovation.
An interim marketing leader to expand leadership capacity
When marketing demands outpace the team’s capacity, expanding leadership becomes critical. An interim CMO can step in to provide strategic guidance, unify disconnected functions, and drive clarity across teams. They bring the experience to lead through ambiguity and the flexibility to build on what’s already working.
One example: A sub 500M beauty brand engaged us to source a senior brand marketing consultant to serve as a true extension of their CMO. With a 2025 strategy already in motion, the company needed someone who could quickly plug into key initiatives—overseeing product launches, managing budgets, developing wholesale partnerships, and leading a lean brand, social, and influencer team. BTG connected leadership with a growth-oriented marketing executive with an accomplished track record of spearheading integrated marketing at iconic beauty brands across makeup, skincare, and fragrance to support the function during a time of transformation and change.
An interim marketing executive to add specific skills for unique campaigns and special projects
As marketing technology rapidly advances and consumer behaviors, buying patterns, and media consumption continue to evolve, marketing teams frequently struggle to keep up with both the pace of work and the rewriting of previous marketing playbooks. Companies are leveraging independent marketing leaders to bring targeted domain expertise, resource flexibility, and capacity to all types of projects—from digital marketing to pricing strategies to product launches and more.
In one such example, a global financial services company was seeking support with their new tax-reporting application during a key leader’s parental leave. BTG delivered a product marketing expert who defined the product’s target audience, developed its positioning, and had a comprehensive communications strategy and numerous pieces of supporting content in hand before the permanent exec returned.
An interim CMO to stand up new capabilities or the function as a whole
In scenarios where the company is undergoing a major transformation—or in acquisition and spin-off situations in which the business unit is missing critical components of the marketing function—an interim leader can be brought in to develop capabilities, build out a team, and set up the organization for success.
Those capabilities were on display when BTG delivered two interim heads of marketing to an FTSE 250 derivatives trading company to lead a marketing transformation—including the creation of five new functions—to better support the company’s global strategies.
Find your org’s right-fit interim CMO
Independent marketing consultants are also an ideal solution when organizations need targeted expertise or added capacity for high-stakes initiatives. Whether it’s launching a new category, entering a new channel, rebranding, or leading an integrated campaign around a major event, these consultants bring specialized skills and focused leadership exactly when, where, and how it’s needed. With the ability to plug into existing teams, interim leaders can accelerate timelines, fill capability gaps, and provide senior-level oversight without requiring long-term headcount commitments.
Ready to find the right interim CMO to lead through change? Tap into our network of 10,000+ executive-caliber marketing leaders and keep your momentum strong—no matter what’s next. Reach out today to discuss your interim CMO needs.
