The architect CMO: Why operations, not ideas, unlock great creative

Shownotes

In this episode of the OnBase podcast, Chris Moody sits down with Michael Miller, founder and head of creative at Consigliere, to unpack what it really takes to lead marketing in a world shaped by AI, operational complexity, and relentless performance pressure.

Michael shares why today’s CMO must think like an architect and a house flipper at the same time, balancing short-term wins with long-term brand foundations. They explore the hidden operational breakdowns that sabotage creativity, why agencies often get blamed for problems that start inside the organization, and how outdated operating models are slowing marketing teams down.

The conversation also dives deep into AI. Instead of replacing creativity, Michael argues that AI’s biggest opportunity is unlocking time, streamlining operations, and helping teams visualize ideas before production. If you are a CMO, marketing leader, or agency executive trying to navigate performance pressure without sacrificing brand and creativity, this episode is essential listening.

Best Moments

• 05:05
  Michael explains why today’s CMO must be an architect and a house flipper at the same time.
• 09:04
  Why CMOs enter with vision and quickly get pulled into firefighting mode.
• 11:31
  The hidden complexity of seven teams, seven briefs, and 25 agencies.
• 14:26
  Why brands try to “fix creative in post” instead of investing in strategy upfront.
• 18:06
  AI should create time, not replace people.
• 26:03
  “I don’t want to read another manifesto. Show me what you mean.”
• 29:01
  Why agencies get blamed when performance drops.
• 32:56
  Operations is the secret behind great creative every single time.

Key insights from this episode

• The modern CMO is an architect, not just a campaign icon, responsible for designing how the entire marketing system operates. 
• Most marketing operating models are decades old and were never built for today’s multi-channel, always-on environment. 
• Creative performance often fails because of upstream strategy and operational breakdowns, not because the creative team lacked talent. 
• Better briefs start with better planning; investing more time in strategy upfront creates stronger creative downstream. 
• The most successful CMOs balance consumer insight, operational discipline, and creative ambition. 
• AI should be used to streamline processes and buy back time, not as a shortcut to replace creative thinking. 
• Organizational redesign should follow process mapping, not the other way around. Fix operations first, then restructure. 
• Great creative almost always sits on top of strong operational hygiene and disciplined process management.

Quotes

“Today’s CMO isn’t just an icon. They’re an architect designing how the whole system works.”

“You talk to a CMO on day one and they have a grand vision. Talk to them three days later and they’re fighting fires.”

Tech recommendations

• Clammer by Consiglieri (currently in beta)

About the Guest

Michael Miller has built an impressive track record over his 20+ year career, developing award winning creative and digital experiences for some of the world’s top companies including Delta Airlines, Jeep, Citi, Adobe, Southwest Airlines, Apple, Lucasfilm, AT&T, Nike and Etihad Airways.

Prior to founding Consiglieri, Miller was the Vice President of Marketing at T-Mobile where he founded their internal agency & TMO studios, and led the modernization of the brand’s marketing, creative and digital operation. Miller also architected T-Mobile’s industry leading social organization.

Miller was the SVP Executive Creative Director at Publicis | Razorfish for 12 years prior, leading global, digital transformation for some of the largest brands in the world.

Connect with Michael.