As privacy regulations tighten and customer expectations evolve, CMOs are increasingly responsible for shaping how their organizations handle data. According to Forbes Research, CMOs now report more direct involvement in data privacy and security decisions, reflecting a shift in accountability from IT and legal to marketing leadership.
Consent and preference management are moving away from simply operational tasks. They are strategic tools that influence customer trust, engagement, and ultimately, revenue.
Consent is the foundation of customer trust
Customers expect clarity and control over how their data is used. Poor consent experiences, such as vague cookie notices, limited opt-out options, or intrusive prompts, can erode trust and reduce engagement. According to Cisco’s 2022 Consumer Privacy Survey, 76% of consumers say they would not buy from a company they do not trust with their data, and transparency in data practices directly influences brand loyalty.
CMOs must ensure that consent journeys are intuitive and aligned with brand tone. This includes designing interfaces that are mobile-friendly, easy to understand, and offer meaningful choices. When customers feel respected, they are more likely to opt in and remain engaged.
Jump to:
- Marketing owns the privacy experience
- From opt-in to opt-experience
- Actionable steps for CMOs
- Turning strategy into action with Cassie
Marketing owns the privacy experience
Consent interfaces are often the first interaction point between a brand and its audience. Whether through newsletter sign-ups, mobile app permissions, or preference centers, these experiences are typically managed by marketing teams.
This gives CMOs a unique opportunity to shape how privacy is perceived. A clear and respectful consent flow reinforces brand credibility. A confusing or intrusive one can lead to customer drop-off and reputational risk.
CMOs must collaborate across departments to ensure privacy is embedded in every customer touchpoint.
From opt-in to opt-experience
Preference management is not just about meeting legal requirements. It is about enabling customers to tailor their interactions with your brand. Brands that offer dynamic preference centers often see improved email engagement, as customers are more likely to interact with content tailored to their interests.
According to Twillio’s The State of Personalization 2024 report, 89% of leaders believe personalization is critical to their business’ success in the next three years. If brands want to win over hearts, minds, and wallets, they need to ditch the one-size-fits-all approach to personalization. Instead, the goal is using data and technology to deliver that perfect blend of relevancy, authenticity, and anticipation.
By allowing customers to choose topics, frequency, and communication channels, CMOs can reduce unsubscribes and improve campaign performance. This also creates a feedback loop where consented data informs segmentation and personalization strategies.
Actionable steps for CMOs
To turn consent into a growth strategy, CMOs should focus on four key areas:
- Audit your consent flows
Review every customer-facing consent interface. Ensure they are clear, mobile-optimized, and reflect your brand tone. - Integrate preference centers
Make it easy for customers to update their communication preferences across all channels. Promote these centers in your campaigns. - Use consented data for smarter segmentation
Customers who opt in are signaling their interests. Use this data to personalize messaging, offers, and timing. - Collaborate across departments
Work with compliance and IT to ensure your consent strategy meets regulatory standards while supporting marketing goals.
Turning strategy into action with Cassie
Syrenis’s platform, Cassie, is purpose-built to help CMOs operationalize consent and preference management across global enterprises. Cassie enables marketing teams to:
- Create unified, brand-aligned consent journeys across web, mobile, and offline channels
- Deploy dynamic preference centers that empower customers to control how they engage with your brand
- Integrate consent data into existing CRM and campaign platforms for real-time personalization
- Maintain compliance with global regulations including GDPR, CCPA, and Australia’s evolving privacy laws
Cassie’s flexible architecture supports complex organizational structures and regional requirements, making it ideal for CMOs managing multi-market campaigns. With Cassie, consent becomes a strategic asset that drives trust, engagement, and commercial performance.
Final thoughts
CMOs are uniquely positioned to transform consent and preference management into a source of competitive advantage. When customers are given control over how their data is used and how they engage with your brand, they respond with trust, loyalty, and higher lifetime value.
This isn’t just about meeting regulatory requirements – it’s about aligning privacy with performance. Platforms like Cassie enable marketing leaders to operationalize consent across every touchpoint, turning customer choices into actionable data that drives personalization, engagement, and revenue.
By embedding consent into the core of your marketing strategy, you don’t just protect your brand – you grow it.
