What Does a VP of Marketing Do?

2 min read · Updated July 3, 2026

By Annabel Norman, Managing Partner · Norman Consultants

The short answerA VP of Marketing leads and runs the marketing function — planning and executing across brand, campaigns, digital, and demand — usually with a strong operational and executional focus. Where a CMO sets marketing strategy at the executive table, a VP of Marketing more often owns delivering it, though in smaller businesses the roles merge.

The VP of Marketing leads the marketing function day to day — and is often confused with the CMO. Here is what the role does, and how the two differ.

What the role owns

A VP of Marketing leads the marketing function — owning the planning and execution of marketing across brand, campaigns, content, digital, and demand generation. The role is typically hands-on and operational: building and running the marketing team, delivering the marketing plan, and driving results. It is where marketing strategy becomes marketing execution.

VP of Marketing versus CMO

The distinction is largely one of scope and seniority. A CMO sits at the executive table, owns marketing strategy, and shapes the business's direction through marketing; a VP of Marketing more often leads the function operationally, delivering the strategy. In larger businesses a VP of Marketing may report to a CMO; in smaller ones, the VP of Marketing is effectively the top marketing leader and the roles merge.

An executional and leadership role

A strong VP of Marketing combines marketing craft with the leadership to build and run a team and deliver consistently. They turn plans into results, manage budgets and priorities, and lead the specialists across marketing's disciplines. Execution, reliability, and team leadership define the role as much as marketing ideas.

What it means for hiring

Define whether you need a strategic marketing executive (a CMO) or an operational marketing leader (a VP of Marketing) — or, in a smaller business, someone who is both. Being clear about the level and remit before hiring is what prevents the mismatch that undermines many marketing appointments.

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Frequently asked questions

What is the difference between a VP of Marketing and a CMO?

Largely scope and seniority — a CMO sets marketing strategy at the executive table, while a VP of Marketing more often leads the function operationally and delivers it. In smaller businesses the roles merge.

They lead and run the marketing function day to day — planning and executing across brand, campaigns, digital, and demand — building and leading the team and delivering the marketing plan and results.