The move from CMO to CEO is one that's becoming increasingly common, as customer experience continues to drive brand growth and awareness.

This week, in a CMO Show exclusive, Nick Baker sheds light on his recent transition from CMO at Tourism Australia to CEO at Australia's leading gift experience retailer, RedBalloon. Crediting his strong creative background as having prepared him for the move, Baker talks about the knowledge it takes to succeed at the leadership table, as well as why brands have more success when they listen to their customers. It's imperative to take note of what a customer thinks of your brand, rather than what you want them to think, he said.