There was a time when marketing leadership meant exactly that – leading. Back in the 1990s, the Head of Marketing or CMO was the brand guardian. They had the space to think strategically, tell powerful stories, and shape how a business showed up in the world. The pressure was there, but it came with permission to think long-term and the support to do it properly.
Fast forward to 2025, and the role has changed dramatically.
Today’s senior marketers are still expected to be visionaries, but now that vision has to come alongside faster delivery, tighter budgets and constant internal demand. There’s less resource, more responsibility, and little room to slow down.
It’s no longer just about brand building. It’s about leading cross-functional teams, responding to every urgent ask, justifying every decision, and making sure your team doesn’t burn out in the process.
All while staying upbeat in the boardroom.
The role has grown, the resources haven’t…
According to MarketingProfs, 67% of marketing leaders say their role has expanded without any additional support. That shows up in different ways – broader remits, blurred job descriptions, and mounting pressure to hit goals that keep shifting.
What was once a focused leadership role has become a blend of strategist, analyst, project manager and internal communications lead. Marketing now sits at the intersection of everything: brand, sales, product, finance – and everyone has an opinion on what needs to happen next.
Direction can feel unclear. Priorities shift weekly, and many marketing leaders find themselves stuck in execution mode, unable to step back and do the kind of thinking that moves the brand forward.
High expectations. Tight resources. Constant justification…
Even in growth-focused businesses, marketing is often first in line for budget cuts. The workload doesn’t shrink, but the tools, time and team behind it usually do.
Meanwhile, expectations keep rising. Campaigns are expected to perform immediately. Reports are due weekly. Experiments are discouraged because there’s no room for error.
According to Marketing Week, one of the biggest sources of pressure is the constant need to justify marketing’s value. When the goalposts keep moving, and you’re being asked to prove your worth before the work’s even started, it’s no wonder the job feels heavier than ever.
Strategy slips down the list…
It’s not that senior marketers don’t know what to do. The ideas are there. The direction is clear. The challenge is finding the time and support to bring it all to life.
In reality, strategic work is regularly pushed aside for urgent fixes, internal requests, campaign tweaks and back-to-back meetings. Execution takes over because there’s no one else to delegate to.
That shift doesn’t just affect delivery. It erodes confidence, momentum and long-term brand strength. A solid idea without the space to execute is just another file sitting in a shared folder. As MarketingProfs puts it – leaders are simply too involved in day-to-day firefighting to focus on strategy.
What marketing leaders really need…
Most marketing leaders don’t need more dashboards or another pitch deck. They need headspace. They need clarity and they need support that actually moves things forward.
That might mean help building a strategy. Or someone who can own campaign execution without constant handholding. Or a partner who brings structure and consistency, not more complexity.
At this level, success isn’t about doing more. It’s about focusing on what matters, with the right people by your side.
If the role feels harder than it used to, that’s because it is. The scope has changed. The pressure has grown. But you’re not the only one feeling it, and you don’t have to figure it out alone.
What’s next?
Many leaders are stripping back and focusing on the essentials. They’re protecting time and energy by simplifying their approach, aligning teams and investing in partnerships that actually deliver, not just advise.
Some are integrating AI to streamline content planning or reporting. It’s a helpful tool, but it’s not the full solution. It still takes a sharp strategy and human insight to make sure campaigns land with meaning.
Others are re-evaluating internal structures and agency relationships because the volume of work hasn’t changed, but the need for efficiency has.
The strongest teams right now are the ones that simplify early, communicate clearly, and keep a tight grip on what’s actually working.
How we support that shift…
At Awesomesauce, we work like an extension of your in-house team, and we’re proud to be doing that from right here in Coventry.
We bring clarity. Whether you need campaign support, content creation or a refreshed brand message, we’re here to help you focus on what matters and bring consistency across every touchpoint.
We know how heavy the role of a marketing lead can be. That’s why we’re not just creative, we’re commercially minded, strategically aligned and focused on delivery.
Get in touch here!