As businesses struggled to understand and cater to new customers, the role of marketing in setting strategy expanded throughout 2020.

The role of the chief marketing officer has undergone a once-in-a-generation reset over the past year as the world has adapted to new and rapidly changing circumstances following the advent of the COVID-19 pandemic.

The most prominent shift for organisations in response was the sudden and wholesale transfer of business online – a shift that pulled marketing into the boardroom at an unprecedented rate, according to the Adobe 2021 Digital Trends Report.