When hiring a product leader into a mature organization, the answer is clear: titles do matter. In our experience recruiting C-suite and VP-level product and design leaders for large enterprises and tech companies, the scope and scale of the business comes with an expectation that titles will appropriately reflect the role’s impact and responsibility.
For example, in organizations where a leader is overseeing multiple directors, they are typically hired with the title of Vice President. On the other hand, an internal promotion, often used as a retention strategy, might see a Director promoted to Senior Director. These distinctions matter, especially in larger organizations, where titles signal authority, experience, and the capacity to lead at a certain level.
However, in early-stage companies, particularly VC-backed startups, titles tend to be more flexible. The title a candidate is offered might shift based on their experience, and that flexibility can be a strategic tool. For instance, offering a more senior-sounding title can help attract a highly qualified candidate who values the recognition a title can bring, even in a smaller, growing company.
The Title as a Tool in Startup Hiring
For startups, titles can play a crucial role in appealing to candidates, especially those who are at an inflection point in their career. Offering the role of Head of Product or Chief Product Officer (CPO) may be more enticing to a candidate who wants the recognition of leading the product function at a strategic level. However, while the title can be an effective attraction tool, it’s essential to be cautious about candidates who prioritize titles above all else.
Beware the Title-Obsessed Candidate
It’s worth mentioning that candidates who obsess over titles to the point where it becomes a make-or-break negotiation point might not be the best fit for most startups.
Successful product leaders in VC-backed startups typically focus on the people they’ll be working with and the problems they’ll be solving. For them, the title is a secondary consideration—these leaders are looking to make an impact, solve complex challenges, and work alongside strong teams. If title becomes the most important factor, it’s often a red flag.
Titles Vary Across Companies
Titles in product leadership can look vastly different depending on the company. For instance, in a recent CPO search for Loopio, we were tasked with sourcing and evaluating candidates across several different title categories, including:
- Chief Product and Technology Officer (CPTO)
- Chief Product Officer (CPO)
- Senior Vice President of Product (SVP Product)
- Vice President of Product (VP Product)
- Head of Product
- Senior Director of Product
The final hire for Loopio was made with the CPO title, but the role encompassed responsibilities typically aligned with CPTO scope. This highlights how titles can differ in various contexts, even when the functional responsibilities are nearly identical.
Are You Hiring a CPO?
If you’re figuring out the right title for your next product leadership hire, consider how the scope of the role aligns with the title you’re offering. Titles do more than describe a role—they shape perception, both internally and externally, and can be a critical component in attracting the right candidate.
If you need help hiring a Product Leader or navigating the title decision, we’re here to assist. We’ve helped our clients successfully navigate the title tightrope and hire hundreds of product leaders.