"When PayPal recently posted a job opening for head of CEO content, it signaled more than a new hire. It marked a shift in how companies are thinking about leadership visibility. The role, which blends strategic communications, personal brand development, and thought leadership, reflects a growing recognition that the CEO's voice is not just a corporate asset, it is a leadership imperative."
"The challenge is that many CEOs are surrounded by noise. Between investor relations, media cycles, internal messaging, and social platforms, the risk of dilution is real. When a CEO's voice is filtered through too many layers or outsourced without strategic alignment, it can lose its edge. Worse, it can become indistinguishable from the corporate brand itself. That is why the rise of external head of CEO content roles is both promising and precarious."
PayPal's job posting for head of CEO content reflects a broader shift toward prioritizing CEO-led storytelling and personal brand development as strategic leadership functions. Companies now view the CEO's voice as a distinct asset that communicates vision, values, and leadership rather than merely echoing corporate messaging. Executive communications is moving from behind-the-scenes PR into high-visibility storytelling across investor, media, and social channels. Excessive filtering, misalignment, or outsourcing risks diluting authenticity and blurring the distinction between CEO and corporate brands. Dedicated roles aim to achieve precision and influence while raising questions about authenticity, ownership, and intentional alignment.
Read at Fast Company
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