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From managing P&Ls to leading investor relations, executives explain why the traditional CMO role no longer fits what they actually do.
by Cecilia Garzella August 05 2026
“It’s not about owning every campaign. It’s about holding the spreadsheet and the story in the same hand without dropping either one.”
Shahar Sorek, CMO of Overwolf — a gaming platform now serving 113 million monthly gamers and on track to pay $1 billion to creators by 2030 — categorizes this shift into three distinct tiers of modern marketing leadership: the “channel CMO,” who optimizes specific campaigns; the “integrator CMO,” who owns the end-to-end customer journey; and the “structural CMO,” who answers broader strategic questions such as, “How does this company create value, and how does the market understand it?”
