The new expectations redefining the modern CMO: Scott Houchin, CMO and Head of Fashion & Luxury

Published in: The Drum | January 20, 2026

In his latest article in The Drum, Scott Houchin, CMO and Head of Fashion & Luxury at eClerx, examines what it means to be a marketing leader in 2026.

The piece outlines new expectations reshaping the modern CMO role — accountability for demonstrable business impact rather than just brand metrics; mastery of AI and data, with AI embedded into execution, personalization and decision-making; and operational transparency, meaning CMOs must explain not just outcomes but the systems, investments and processes that drive them.