Why Companies Are Paying Six Figures to Turn Their CEOs Into Market Voices

What PayPal’s $236K “Head of CEO Content” role tells us about the future of marketing

When PayPal posted a Head of CEO Content position—paying up to $236,500/year—the LinkedIn marketing world exploded.This wasn’t a social media coordinator job. This was a strategic operator tasked with making CEO Alex Chriss one of the most visible, credible, and influential leaders in fintech.

The conversation that followed became a real-time industry roundtable on why executive-generated content (EGC) is fast becoming a core growth driver—across fintech, SaaS, manufacturing, healthcare, and beyond.

What This Role Really Means

The Head of CEO Content exists to:

• Own the CEO’s narrative across formats and platforms

• Consistently publish insights, opinions, and vision in public

• Position the leader as a trusted voice in their market

• Align content with business outcomes: pipeline, talent, and brand authority

Why It’s Happening Everywhere

1. Trust Has Shifted to People

• Edelman 2024: Trust in institutions is down; trust in leaders is up—if they speak directly.

• LinkedIn B2B Institute: Decision-makers are 3x more likely to trust a person’s post over a company account.

  
  

2. The CEO Is a Content Channel

UGC proved authentic voices work. EGC adds authority and inside access—building trust faster.

3. Competitive Edge That Compounds

Leadership visibility can’t be replicated overnight. It grows over time and is unique to the individual.

Industry Voices: What the Market is Saying

The LinkedIn thread turned into a treasure trove of insight.

On Why This Matters

“Visibility isn’t optional for leaders anymore.”— Eline de Wit, Founder, MOXIE

“In a noisy market, the CEO’s voice is a growth channel. It’s not a ‘nice to have’—it’s part of your GTM.”— Kylian Khalifa, SaaS Founder @ Taap.it

“A strong personal brand isn’t vanity—it’s leverage.”— Sergey Grizzly, Head of Product & Growth @ Quorini

On ROI

“At Hootsuite, the CEO’s voice wasn’t vanity. It drove enterprise wins, funding, and top talent during hypergrowth.”— Rob Hilsen, Exec Comms & Analyst Relations, ex-Hootsuite

“The right people can’t buy from you if they never see you.”— Adriane Schwager, CEO & Co-Founder @ GrowthAssistant

On Missed Opportunities

“Too many big companies spend millions on LinkedIn ads while leaders have zero presence here. Makes no sense.”— Daniël Granja Baltazar, CRO Specialist

“Some CEOs were trained to say as little as possible. Now they have to do the opposite: say real things, be open.”— David Boehmer, Founder & CEO @ Banff

On How to Do It Well

“Treat LinkedIn like the gym. Show up. Put in the reps. Get the compounding results.”— Giulia de Oliveira Camargo, Personal Brand Strategist & B2B Content Creator

“CEOs are creators! The stories of the ups and downs stick more than any generic marketing materials ever could.”— Cassie Moreno, Partnerships @ RevPartners

“The content strategist who understands how to tell an authentic and human story is worth their weight in gold.”— Chantal van Koesveld, Personal Branding & Social Selling Coach

On The Big Picture

“People-first GTM right there.”— Mark Kilens, VP of Marketing @ EasyLlama

“Founders have been winning this game for years. Still wild how few take it seriously.”— Milagros Gonzales y Gonzales, Brand Builder through Customer Love

MarketScale Perspective: From UGC to EGC

MarketScale’s proven UGC model—capture, produce, distribute, measure—works just as well for executives:

• Capture: Record CEO insights from meetings, events, interviews.

• Produce: Repurpose into videos, carousels, op-eds, internal stories.

• Distribute: Publish with a consistent, strategic cadence.

• Measure: Track pipeline influence, talent attraction, share of voice.

Why it works:

EGC turns the CEO into a trust flywheel:

1. Authenticity attracts attention

2. Visibility builds familiarity

3. Familiarity earns trust

4. Trust accelerates business outcomes

   
   

Marketer’s Playbook: How to CEO-as-Media

1. Define the POV: Your leader’s unique lens on the industry.

2. Engineer Capture: Build content collection into the CEO’s schedule.

3. Repurpose Aggressively: One quote = multiple assets.

4. Post Consistently: No momentum without cadence.

5. Measure Real Impact: Talent inbound, deals closed, coverage earned.

   
   

The Takeaway

This isn’t just PayPal’s move.It’s a signal for every company: In 2025, leadership visibility is a strategic growth channel.The companies that operationalize EGC now will own the narrative, attract the best people, and lead their categories.

UGC was the first trust wave.EGC will be the next.