Why CMOs are now owning the employee experience

– And What It Means for Consumer Brands

There was a time when CMOs focused almost entirely on the customer. Brand storytelling, campaign strategy, digital innovation—this was the world they owned. But in today’s consumer landscape, something interesting is happening: more and more CMOs are turning their attention inward, applying that same creative and strategic thinking to one of the most important (and often overlooked) assets of any brand—its people.

At Consumer Exec, where we help global consumer brands find the right marketing leaders, we’re seeing a clear shift: CMOs are stepping up to lead employee experience (EX). And not just as a support act to HR—but as true owners of how people feel, engage, and thrive inside an organisation.

Why this shift matters – and why it’s happening now

For consumer businesses, where every brand touchpoint matters, the lines between customer and employee experience are blurring. The logic is simple: if your employees don’t believe in your brand, why should your customers?

In fact, the numbers back it up:

• 78% of CMOs now have significant involvement in employee engagement initiatives.
• And a whopping 70% of senior leaders say that a strong EX directly improves customer experience (CX)—ultimately driving growth.

That link is especially important in consumer-facing industries, where every customer interaction can shape how a brand is perceived. Think about it: whether it’s your in-store team, a live chat rep, or the person packaging an online order—every employee is part of your brand story.

Marketing minds, people-first thinking

So why are CMOs well placed to lead EX? Because they’re already experts at understanding people. They know how to segment audiences, personalise messages, and create journeys that feel seamless, human, and on-brand. Now, they’re applying that same thinking to the employee lifecycle—from recruitment and onboarding to learning, culture, and retention.

And it’s not just theory. We’re seeing consumer brands:

• Design onboarding experiences that mirror brand campaigns, making new hires feel the energy from day one.
• Build internal campaigns that celebrate brand values and employee contributions with the same polish as a product launch.
• Use data and insight to shape internal comms and engagement strategies that actually land.

This is EX with the same creativity and strategic muscle as CX. It’s not fluffy. It’s not a poster in the kitchen. It’s a powerful lever for growth.

Culture, consistency, and closing the gap

When your internal culture doesn’t match your external promise, it shows. A brand built on fun and energy that feels cold and corporate behind the scenes? That disconnect kills authenticity—and customers feel it.

On the flip side, when EX and CX are aligned, amazing things happen:

• Faster customer service resolutions
• Higher satisfaction scores
• More innovation from employees
• Stronger customer loyalty

In short, culture becomes your competitive edge.

As Richard Branson famously said, “Clients do not come first. Employees come first. If you take care of your employees, they will take care of your clients.” And that’s exactly what modern CMOs are beginning to understand.

A guide for marketing leaders: where to start

If you’re a CMO in the consumer space, thinking about how you can influence EX, here are some areas to explore:

• Recruitment marketing: Are you attracting talent who really connect with your brand story?
• Onboarding: Does your first week feel like a powerful brand immersion?
• L&D: Are your people being upskilled in ways that reflect your values?
• Recognition: Do your reward structures celebrate brand-aligned behaviours?
• Tools & comms: Are your teams set up to deliver the experience your brand promises?

This isn’t about stepping on HR’s toes—it’s about collaboration. HR brings the expertise in people, processes, and culture. Marketing brings storytelling, creativity, and the voice of the brand. Together, they can create an employee experience that truly matches what customers see on the outside.

The CMO’s next big play

The best consumer brands in the world are built from the inside out. That’s why we believe the modern CMO has a critical role to play in shaping the internal world of their brand. It’s not just good for people—it’s smart business.

This is the first in a series exploring the expanding role of marketing leaders in consumer brands. Next up: how CMOs are working with tech and digital teams to bring brand purpose to life at every touchpoint—internally and externally.