There’s no such thing as a standard CMO job anymore. Responsibilities, procedures and even titles vary among companies. And while few firms—especially those with consumer brands—are operating without someone in charge of their marketing functions, there are many without a person holding the title of CMO. There are chief growth officers, chief brand officers, chief strategy officers, and chief marketing-and-something-else officers.

Verizon Business, the telecom company’s division providing services for enterprise customers, chose to modify its CMO role in 2024. Iris Meijer, its CMO at the time, became the chief product and marketing officer—a nod to the company’s desire to combine the products it develops and the customers it serves. I talked to Meijer about this blended role—one in which she gained not just new mandates but a new team—and how she’s used it to bring a fresh focus to how the company creates and sells products. An excerpt from our conversation is later in this newsletter.

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The World Cup is a global phenomenon, with millions of soccer fans gathering to cheer on their national teams—both watching the games on television and traveling to see them in person. But some U.S. cities hosting this summer’s World Cup—which is spread across the U.S., Canada and Mexico—have reported lackluster demand for hotel rooms thus far. Forbes’ Suzanne Rowan Kelleher writes that hotel associations in New York City, Philadelphia and San Francisco have yet to see a surge in reservations for the tournament. In fact, hotel bookings in New York this June are nearly the same as they were a year ago. In recent weeks, FIFA has cancelled tens of thousands of hotel rooms in host cities for the tournament.

Last year, FIFA predicted that the tournament would deliver a $30.5 billion economic boost to the U.S., but it looks like the reality will be much less. The World Cup has not historically been a revenue driver in the U.S. In 1994, the last time the tournament was held here, an economic boost of $4 billion was predicted. Instead, one analysis found that the tournament actually caused host cities to lose a total of $9.26 billion.

Thirty-two years ago, however, the world was much less chaotic. President Donald Trump’s crackdown on foreign visitors,........

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