The recession and increasing complexity of the job has nearly doubled the average tenure of chief marketing officers, according to executive-search firm Spencer Stuart. CMOs were leaving their jobs after about two years in 2006, but by 2012 that figure was 45 months. "Customers get a say now, and [CEOs] respect that they don't control the brand. ... Rather than a rotating door, they need someone to sit here and develop the brand," says JetBlue's chief marketer, Marty St. George.

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