Last year, Nykaa decided to reshuffle its marketing structure after the company’s previous Chief Marketing Officer (CMO) exited the company.   Instead of immediately filling the spot, Nykaa decided to break the role apart and have two marketing heads. One to look at performance marketing – the more technically, data-driven side of e-commerce, and another as the head of organic marketing – the creative, freewheeling stuff.  The move sent out a clear message: a singular CMO is no longer necessary.  This isn’t exclusive to Nykaa. Several online-first companies – Firstcry, Ixigo, Yatra – have been running without a CMO. But for decades CMOs have been seen as the charming, confident face of the company responsible for all things brand-building.  What's changed?  Tune in. Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.