Introduction
Marketing leadership gaps do not always come from failure or turnover. In many growing companies, they appear because marketing has simply outgrown its early, founder-led phase.
A company may be scaling revenue, entering new markets, or facing increased investor expectations without ever having had a true senior marketing leader. Strategy is fragmented, execution is inconsistent, and teams are busy but not aligned. Hiring a permanent CMO feels necessary, but also risky before the foundation is clearly defined.
In other cases, the moment is more abrupt. A CMO departs unexpectedly. Growth stalls. A major initiative underperforms. Investor pressure increases around pipeline and positioning.
In both scenarios, waiting months to recruit the “perfect” long-term CMO is rarely the right answer.
That is where an interim CMO comes in.
An interim CMO is a senior marketing executive who steps into the role on a full-time, temporary basis to stabilize, build, and lead marketing during a defined period of transition. Companies and investors rely on interim CMOs not only to fill gaps, but often to build the marketing foundation before a permanent hire is made.
What Is an Interim CMO?
An interim CMO (Chief Marketing Officer) is an experienced marketing leader who assumes full responsibility for marketing strategy and execution for a limited period of time.
Unlike a permanent hire, an interim CMO is engaged with a clear mandate. That mandate may involve stabilizing performance after leadership change, or building core marketing systems and strategy where no CMO has existed before.
Interim CMOs operate with full executive authority. They lead teams, manage budgets, set strategy, and align marketing with sales, product, and revenue leadership while preparing the organization for its next phase.
Key distinctions include:
- Interim CMO vs Full-Time CMO
Interim roles are temporary but full-time. Full-time CMOs are permanent hires. - Interim CMO vs Fractional CMO
Interim CMOs are intensive and time-bound. Fractional CMOs provide part-time, ongoing leadership.
In practice, a company may bring in an interim CMO to build marketing foundations, professionalize execution, and define what the long-term CMO role should ultimately look like.
What Does an Interim CMO Do?
The responsibilities of an interim CMO vary based on the company’s maturity, but the focus is always speed, clarity, and ownership.
Stabilize or Establish Marketing Leadership
- Assume full ownership of marketing strategy and decision-making
- Restore clarity around priorities, goals, and accountability
- Maintain continuity across teams, agencies, and vendors
Build or Reset Strategy and Execution
- Assess current performance, messaging, and channel mix
- Identify gaps in demand generation, positioning, and pipeline
- Focus marketing efforts on the highest-impact initiatives
Align Marketing With Revenue
- Strengthen alignment between marketing, sales, and leadership
- Improve reporting, forecasting, and visibility into performance
- Ensure marketing directly supports revenue and growth objectives
Prepare for the Next Phase
- Build core marketing systems, processes, and operating rhythms
- Design the marketing organization and leadership requirements for the next stage
- Support the recruitment and onboarding of a permanent CMO when appropriate
In many cases, the interim CMO helps define the role they will eventually hand off.
Understanding Different Marketing Leadership Approaches
During periods of growth or transition, companies often consider several options for marketing support.
Interim Executive Leadership
- Full-time executive authority
- Short-term, transition-focused engagement
- Designed for urgency, foundation-building, and stability
Fractional Executive Leadership
- Part-time, ongoing executive involvement
- Designed for scaling organizations
- Focused on sustained growth and execution
Agency and Consulting Support
- Tactical execution or advisory guidance
- Limited decision-making authority
- Best suited for defined or narrow needs
An interim CMO is most effective when leadership gaps or immaturity create immediate risk and require full-time executive ownership.
Benefits of Hiring an Interim CMO
Interim CMOs provide experienced leadership when timing and certainty matter most.
Key benefits include:
- Immediate access to senior marketing leadership
- Full-time focus during periods of transition or foundation-building
- Reduced disruption while long-term decisions are made
- Clear accountability for outcomes, not just recommendations
When Should a Company Hire an Interim CMO?
An interim CMO is typically the right choice when:
- The company has never had a CMO and needs to build marketing foundations
- A CMO exits unexpectedly or under pressure
- Marketing performance has stalled and requires rapid correction
- A major go-to-market shift or repositioning is required
- Investor or board expectations increase around growth and reporting
- A permanent CMO search would take time and cannot delay execution
For funds, interim CMOs are often deployed to professionalize marketing across portfolio companies before making long-term leadership hires.
Interim CMO vs Alternatives
- Interim CMO vs Fractional CMO
Interim CMOs are full-time and short-term. Fractional CMOs are part-time and ongoing. - Interim CMO vs Marketing Agency
Agencies execute campaigns. Interim CMOs own strategy, teams, and outcomes. - Interim CMO vs Marketing Consultant
Consultants advise. Interim CMOs lead and make decisions.
Why Choose SIZE for Interim CMO Support
Interim marketing leadership requires speed, judgment, and real operating experience. SIZE is built to deliver all three.
- Rapid access to experienced marketing executives
- Deep alignment with founders, leadership teams, and funds
- A network designed to step into complex situations with confidence
Work With an Interim CMO Today
Marketing leadership gaps and immature foundations require decisive action. An interim CMO provides immediate stability and experienced guidance when organizations cannot afford uncertainty.
Book a Call to discuss interim marketing leadership support with SIZE.