MICA, Ahmedabad — the institute for strategic marketing and communication — has elevated Prof. Dr. Ruchi Tewari to the role of Chief Marketing & Experience Officer (CMXO). The appointment puts a long-time academician, researcher and trainer at the head of the institute’s brand and experience function.
The signal behind the title
Creating a CMXO role is not a routine retitling. It joins marketing and stakeholder experience under a single senior mandate. For an institute that trains marketers and communicators, the message is clear: brand-building is not separate from the experience learners, alumni and partners actually have.
Dr. Tewari said the role carries “a deep sense of responsibility”, and described the mandate as advancing the institute’s brand, enhancing learner and alumni experiences and strengthening engagement with industry, academia and society.
The profile MICA has chosen
Dr. Tewari brings over 25 years in higher education, strategic communication, business ethics, corporate governance and cross-cultural communication. She holds a PhD in Management with a focus on CSR communication in the Indian IT sector, along with an MPhil and an MA in English Literature.
She has taught at institutions including IIM Ahmedabad, IIM Rohtak, NRTI and EDI. Her scholarship includes more than 40 peer-reviewed research papers and co-authored books on strategic communication and partnership building, with presentations at international forums such as IAMCR and AMS. Her research interests span emotional intelligence, digital behaviour and algorithmic media.
On the industry side, Dr. Tewari has delivered more than 1,000 hours of corporate training covering communication effectiveness, critical thinking, strategic storytelling and crisis communication. Her training experience includes work with ISRO and MGLI.
Why the CMXO role matters for marketing teams
Many brands split marketing and experience across different owners. Marketing owns campaigns and positioning, while experience sits with product, admissions or customer service. The CMXO structure asks one leader to hold the entire stakeholder journey.
That is a practical lens for any brand or agency team. Before the next campaign, map the full journey:
- Brand inputs: who shapes the brand’s image at each touchpoint?
- Experience moments: where do high-stakes interactions happen?
- Alignment: are internal teams equipped to deliver the promise?
- Feedback: how does stakeholder sentiment return to strategy?
What to watch
For MICA, the next test will be visible brand consistency, alumni and learner engagement, and stronger industry partnerships. For marketing professionals, the title is another reminder that experience and brand are converging at the top of the org chart.
Source: India CSR®
