In a world where burgers are now “artisanally handcrafted,” coffee beans come with a provenance certificate, and corporate mission statements read more like abstract poetry than actual business objectives, it should come as no surprise that job titles have reached new levels of lavish inflation.
Where once upon a time, you’d walk onto a sales floor to meet a straightforward “salesperson.” Now, you’ll be introduced to a “Business Development Manager.” Stroll up to a company reception and you’re welcomed not by a receptionist, but by a “Director of First Impressions.”
Prominent companies are setting the tone. BrewDog’s co-founder, James Watt, has recast himself as “Captain” rather than CEO. London food market giant Mercato Metropolitano is led by "Chief Executive Dreamer" Andrea Rasca. Holly Branson—daughter of Richard Branson—serves as the “Chief Purpose and Vision Officer” at the Virgin Group. Meanwhile, Microsoft-backed AI startup Builder.ai, valued at over $1 billion, has a founder who doubles as “Chief Wizard.” And the list of imaginative monikers only grows from there.
It wasn’t always like this. In 2016, the Wikipedia page for C-suite corporate titles contained a modest 10 entries—think Chief Operating Officer, Chief Technology Officer, and other familiar suspects. Fast-forward to late 2024 and that number has exploded to over 55, ushering in roles like Chief Visionary Officer, Chief Quality Officer, and even Chief Genealogical Officer.
According to LinkedIn’s recently launched Work Change Snapshot, which surveyed some 20,000 employees worldwide, 10% of workers hired in 2024 stepped into roles that didn’t even exist in 2000, while 68% of the fastest-growing positions also sprang up within the last two decades.
Put simply, the professional world is morphing at a startling pace, with newfangled job titles rapidly becoming the norm.
The upside of job title inflation
For organizations, these inflated titles can indeed attract talent seeking more than a paycheck—roles that hint at personal growth, purpose, and unique contributions—especially in an era when wage growth has lagged behind inflation for many.
Yet there is a darker dimension. The proliferation of grandiose or vague titles can muddy the waters for job-seekers, clients, and investors. Does a Chief Vision Officer outrank traditional C-suite execs? Do they overlap with the responsibilities of a strategic director or chief of staff? At what point does a Head of Vibe become just a branding exercise rather than a role with genuine authority?
Then there’s the sneaking suspicion that, while your job title might hint at sky-high ambition, your day-to-day responsibilities remain firmly earthbound. After all, a Chief Wizard may still spend Tuesday afternoons solving website glitches or fixing the office printer.
There’s also—dare we suggest—the risk that these whimsical titles may occasionally teeter on the edge of being unserious, jeopardizing the credibility that companies work so hard to cultivate.
For now, though, the sky seems to be the limit. This corporate language bubble shows no sign of bursting, and companies are likely to dream up ever bolder titles in the latter half of the decade.
Until then, the rest of us will watch in equal measures of amusement, bewilderment, and maybe just a touch of envy. After all, who wouldn’t be tempted to see what life’s like as a wizard or a dreamer for a day?
