The World’s 50 Most Influential CMOs in 2020

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Apple’s Phil Schiller was the world’s most influential chief marketing officer (CMO) this year, according to recent research by Forbes, Sprinklr, and LinkedIn.

The ranking was based on three criteria: brand performance, measured using an analysis of social media shares, likes, retweets and comments; personal impact as measured by analysis of news, blog, web, and twitter mentions; and industry and internal impact as measured by an analysis of content on LinkedIn. (For more information on the methodology, see below.)

Schiller, who stepped down from his role in the summer, turned out to be the most influential CMO worldwide based on the criteria of the study.

World Wrestling Entertainment’s Stephanie McMahon took second place; Fernando Machado from Restaurant Brands International took third place; Jens Thiemer from the BMW Group took fourth place; and Olivier Francois from Fiat Chrysler Automobile finished fifth.

Industry breakdown

Tech was the industry with the highest number of CMOs on the list (16 out of 50), followed by Financial Services (5) and Restaurants (5).

About research: The ranking of the 50 most influential CMOs in the world was based on three criteria: brand performance, measured using an analysis of 832,404,704 brand-related social media shares, likes, retweets and comments; personal impact measured by analyzing 130,489 news, blog, web, and twitter mentions; Industry and internal impact, measured by analyzing more than two million profile views and connections on LinkedIn and more than 600,000 engagements on the platform. The estimated time period was February 15 to June 30, 2020. For the full methodology, see the full report.

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