– More than marketing. In 2022, women outnumbered men in chief marketing officer jobs for the first time, according to a study by Spencer Stuart. New hires were to thank for that milestone; women held 51% of all CMO jobs that year and represented 70% of new appointees.

But—as so often happens—it seems that women reached a milestone only to have the rug pulled out from under them. My Fortune colleague Phil Wahba has a new story about the waning influence of the CMO job in corporate C-suites. In December alone, UPS eliminated the CMO job; Etsy gave its CMO’s responsibilities to its COO; and Walgreens laid off CMO Linh Peters and spread out her job’s functions.

The end of the autonomous CMO role, at some companies, is part of a longtime trend. CMOs who once focused on marketing and advertising in print and TV now find themselves in tech-heavy jobs, driven by customer data, and needing the input of other C-suite executives focused on tech and operations. It’s no longer a role that can be handled by—or requires—one executive, companies seem to have decided.

It’s a bit of a paradox. During the pandemic, the ability of an executive “to tell the story of a company” became more valuable, whether those skills were in marketing or communications, Korn Ferry’s Jane Stevenson told me last year. A higher value placed on those skills began to open up opportunities, like CEO jobs and board seats, for marketing executives—many of them women—who once saw CMO as the highest they could go. Openness to new areas of expertise and non-CEO candidates has helped boards to diversify. Still, today less than 5% of Fortune 1000 companies have a marketer on their board of directors; those that do are consumer-facing brands including Best Buy, Mattel, and Nike, Phil found.

How these jobs are structured seems to be changing, yet it remains to be seen whether the evolution is permanent. As of today, 71% of the Fortune 500 still has a marketing chief, and some companies that cut the job may end up rethinking the decision. McDonald’s got rid of its global CMO role in 2019 but brought it back less than a year later.

Read more in Phil’s full story here.

Emma Hinchliffe
emma.hinchliffe@fortune.com
@_emmahinchliffe

The Broadsheet is Fortune’s newsletter for and about the world’s most powerful women. Today’s edition was curated by Joseph Abrams. Subscribe here.

ALSO IN THE HEADLINES

- Another year without Roe. President Joe Biden announced new plans Monday—the date that would have been the 51st anniversary of Roe v. Wade—to expand the availability of no-cost contraceptives and enforce a law that could force hospitals to provide emergency abortions in states that have banned or restricted them. Vice President Kamala Harris kicked off a reproductive rights tour in Wisconsin. Washington Post

- Last woman standing. Today's primary in New Hampshire will be a test for Nikki Haley, the last candidate standing against Donald Trump in the contest for the GOP presidential nomination. While Trump leads Haley in New Hampshire polls, anti-Trump Republican women have expressed relief at having another option besides the former president. Reuters

- AI in the family. Care.com founder Sheila Lirio Marcelo launched Ohai.ai, an AI-powered virtual assistant platform, on Monday. The new venture comes three years after Marcelo stepped down as CEO of Care.com and is designed to help families manage their schedules and assign familial duties. Axios

- Goin' solo. Solo travel is booming among older U.S. couples and travel companies say that the majority of those venturing out on their own are women. Some women say their significant others are either physically unable to travel or aren’t interested, while others are looking for post-retirement friendships and adventure. Wall Street Journal

- Major mistake. Kyte Baby CEO Ying Liu apologized twice on Friday to a former employee at the baby clothing company who was fired for requesting to work remotely while staying at a neonatal intensive care unit with her newborn. CNN

- C-suite scandal. The Dana-Farber Cancer Institute is reviewing more than 50 papers for possible research misconduct, including four that were coauthored by the treatment center’s president and CEO Dr. Laurie Glimcher. The former dean of Weill Cornell Medical College also serves as a professor of medicine at Harvard Medical School, which partners with the Dana-Farber Cancer Institute. Dr. Glimcher has yet to comment on the situation. Wall Street Journal

ON MY RADAR

Stanley cups are not a feminist issue New Statesman

Coco Gauff is enjoying a very different kind of Grand Slam The Athletic

Sen. Elizabeth Warren: Roe v. Wade wasn’t overturned by accident. Now we need to fight back Glamour

PARTING WORDS

“It’s not easy for anyone in this business, even though it looks easy for me.”

—Director Sofia Coppola in a New Yorker profile describing the difficulties of being a woman in the film industry, even with the advantage of a famous family