Starbucks is the latest brand to eliminate its global CMO role, but Chime's top marketer rejects the view that the position faces an existential threat

• Starbucks is the latest high-profile company to phase out the role of chief marketing officer, following UPS in late 2023.
• Vineet Mehra, CMO of Chime, rejects the notion that the CMO role is in danger of disappearing. 
• Mehra said marketing is entering a "golden age" and is more relevant than ever to business growth.

UPS last December eliminated the role of the chief marketing officer, replacing it with a chief commercial and strategy officer who would oversee product management and business transformation.