South African businesses are reshaping their executive teams as they pursue new revenue streams, enter new markets and explore innovative business models.
Rather than relying solely on steady improvements to existing operations, companies are increasingly appointing hybrid executives with broad commercial and strategic expertise to lead growth initiatives across multiple business functions.
Demand grows for hybrid leadership
According to Advaita Naidoo, Africa Managing Director at Jack Hammer, Africa’s largest executive search firm, organisations are looking beyond traditional C-suite appointments.
“We’ve seen a significant increase in organisations looking for leaders who can drive growth across multiple functions,” says Naidoo.
“These executives bring diversified experience, bridge organisational silos, and combine strategic thinking with strong execution capability.”
The rise of the Chief Growth Officer
One of the clearest signs of this shift is the growing demand for roles such as:
- Chief Growth Officer (CGO)
- Chief Commercial Officer (CCO)
- Chief Revenue Officer (CRO)
- Chief Innovation Officer
While these positions first gained popularity among high-growth technology companies in the United States, they are becoming increasingly common in South Africa as businesses look for new opportunities without losing focus on their core operations.
“Companies can no longer afford to leave growth opportunities untapped,” says Naidoo.
“Capturing additional market share requires substantial investment, deep market insight and disciplined execution, making the appointment of the right executive critical.”
Breaking down traditional business silos
Many organisations are moving away from rigid executive structures.
Instead of separating responsibilities across finance, operations, marketing, technology and commercial divisions, companies are increasingly consolidating growth responsibilities under a single executive.
Although titles differ between organisations, these roles share a common objective: delivering sustainable business growth while strengthening the existing business.
Typical responsibilities include:
- Identifying new revenue streams and business models.
- Expanding into new markets and customer segments.
- Aligning multiple business functions behind growth strategies.
- Ensuring innovation strengthens the company’s core business.
What businesses want from growth leaders
Unlike traditional executives who specialise in one discipline, today’s growth leaders are expected to combine expertise across strategy, sales, partnerships, marketing and business development.
“They’re able to move comfortably between boardroom strategy and frontline relationship building,” says Naidoo.
She advises aspiring executives to broaden their commercial experience, strengthen stakeholder relationships and position themselves as business leaders rather than functional specialists.
A new era of executive hiring
Naidoo believes hybrid executive positions represent a long-term shift in leadership rather than a passing trend.
“Strong core operations remain essential, but organisations increasingly need dedicated leaders focused on building new growth engines,” she says.
“Businesses that successfully integrate these roles will be better positioned to compete, innovate and capture new market opportunities.”
As South African companies continue pursuing diversification and sustainable growth, demand for executives who bridge strategy and execution is expected to keep rising.
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