Almost none of what makes you a great Head of Marketing carries you into the CMO seat. The board doesn't want a campaign brief. The CFO doesn't want a dashboard. They want the commercial logic of the brand — the language you were never taught.
Twelve lessons in five parts, plus a closing reflection. Written by someone who made the transition inside the same company, at a €47.6M IPO.
The full first chapter is public. Read before you decide.
30 seats capped · Founder price locked in · Full refund if delivery slips
You are the strongest marketing mind in your company. You have run the campaigns, hit the numbers, built the team. Then you get the promotion — and none of that is what the room now wants from you.
You know brand investment compounds. You can't defend that in a language a CFO respects. The budget conversation ends the way it always ends.
Half the board ran marketing at Unilever. They ask questions from a frame you were never taught. You answer with tactics because that's the register you know.
The numbers that made you a great HoM are irrelevant now. Nobody in the room wants your CAC by channel. They want the equity story. And you have never written one.
Marketing execution rewards different skills than marketing leadership. Campaign craft is not commercial logic. A great creative brief is not a CFO conversation. A performance dashboard is not an equity story.
The metrics do not converge. The vocabulary does not overlap. And the promotion arrives before anyone teaches you the difference.
The gap between HoM and CMO is not skill.
It is language.
The commercial vocabulary a CMO uses every day — sequenced.
The personal transition. What stopped working and what took its place. Why the promotion is a discipline change, not a title change. Includes a scope note for FMCG vs. B2B contexts so both audiences read the rest of the course correctly.
Sharp, Ehrenberg, Kinner, Harrison. NBD-Dirichlet. The 95/5 rule. Category Entry Points. Distinctive assets. Share of search as the leading indicator. The science every senior marketer should have been taught in year one.
Physical and mental availability. The five ways brands grow. Kinner's Start-Up / Scale-Up / Maturity framework — and why wrong-phase decisions kill 80% of small brands. The Growth Flywheel and the five dimensions of growth.
Read a P&L the way a CFO reads it. Understand what marketing does to every line. CM1, CM2, trade spend, LTV:CAC — and MER (Marketing Efficiency Ratio) for FMCG. The financial vocabulary a CMO must own.
Binet and Field. The J-curve. Blended CAC. Share of search. The performance ceiling that the 95/5 rule sets. How to defend brand investment in a room that only trusts short-term numbers.
Own one channel before you touch the next. Six resource types. The four-colour personality model that matches marketer to channel. The AI leverage map — where AI adds real capacity and where it does not.
The lever most marketers never touch. Elasticity, context, relative perception, the promotional trap. Airport water. Why cheaper is not always better and premium is not always defensible.
What the board actually is, how it operates, and how to be credible inside it. Vorstand vs. Aufsichtsrat. The heat, the coalitions, the phrase that closes disputes. Board tenure is four years — plan Plan B from day one.
What an equity story is, how to build one investors believe. TAM / SAM / SOM. Proxy KPIs when the real number takes 18 months. The Story-Value Matrix — where a brand sits between narrative and numbers.
Press outreach, story framing, interview technique, news-jacking, press release craft. How a CMO handles the media call before it lands.
Brand and sales as one flywheel. Reading the retailer. Shopper research done as observation, not persona. When to walk premium and when to fight for rotation. The CMO's role in the sales negotiation.
The strategic product layer the CMO must own, even when product formally reports elsewhere. Product–market fit as a CMO concern. Portfolio composition — volume drivers, margin contributors, identity anchors. Innovation discipline. Pricing power as a product decision. Practical FMCG questions to revisit every quarter.
A personal reflection on the CMO seat — what it costs, what it teaches, and why focus is the whole game. Written last, meant to be read last.
"Strategy is focus. Even when more feels possible. Even when repetition starts to bore you, and starts to bore the team. It still pays off."
The complete preview is written. All 12 lessons, the Afterword, and every resource unlock the moment you check out. From here it evolves — refinements driven by Founding Members' input.
Unlocks on purchase
Refinements — ongoing
Updates ship as they happen, driven by Founding Members' feedback. Lifetime access, no re-download needed.
End of 2026 — Free upgrade
Audio version of every lesson + video walkthroughs of every framework, at no extra cost.
If the course doesn't deliver — write to Moritz. We'll make it right.
Founding access begins immediately, so the standard EU 14-day withdrawal is waived at checkout. If the course doesn't deliver on its promises, or the end-of-2026 audio/video upgrade doesn't ship as committed — full refund.
Sixteen working resources, not screenshots. Calculators you can plug numbers into, frameworks you can copy, real-world data you can reference in your own P&L.
Vorstand Marketing & Produkt at Veganz Group AG. Led marketing through the €47.6M Frankfurt IPO. Currently Director Germany at Madre Brava.
Twice OMR speaker · DMEXCO 2024 · Horizont 2021 · Bonial × Media Impact 2024 · New Food Conference 2026 upcoming. Chapter contributor at Springer. Table.Forum on the media paradox.
Seventeen years in brand marketing. One IPO. Every mistake a Head of Marketing makes before becoming a CMO.
Full biography →30 seats. When they are gone, evergreen opens at €790.
The CMO Course
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Add Brand Consistency with AI for +€290 (regularly €399) — the operating system for executing what the CMO Course teaches.
Immediately on purchase. All 12 lessons, the Afterword, every worksheet and calculator, the welcome video — everything unlocks on checkout.
The complete course, written and available. Preview status means Founding Members' input actively shapes refinements — corrections, expansions, additional case data. Updates ship in-place. You never redownload.
Write to Moritz. If the course doesn't deliver on its promises for you, we'll make it right — full refund. The standard EU 14-day withdrawal is waived at checkout because access begins immediately, but the discretionary satisfaction guarantee is real. And if the end-of-2026 audio and video upgrade doesn't ship as committed — automatic full refund.
The founding offer is single-seat. Team licences open after the founding cohort closes. If you want to reserve capacity for a group, email ceo@gpsformarketers.com.
The course is written and delivered in English. A German version may follow depending on demand. The frameworks are language-agnostic — the P&L logic is the same in Frankfurt or in London.
This teaches the strategy. The AI course teaches the operating system for executing it. They are designed to work together. Bundle at checkout is +€290 (regularly €399).
It is text-first for that exact reason. Read one lesson on a Sunday morning. Come back to another one on the flight home. The course does not expire on you.
Not at €419. Founding Members submit written input on unwritten lessons; that input shapes what gets written. Live access is a future product, not this one.
Nothing on this page is a bundle. But these are the next steps most Founding Members will want. First access + preferential pricing goes to founding buyers when each opens.
The commercial logic of the brand is not a mystery. It is a discipline. You can learn it now, at the founding price, before the seat count runs out.
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