The COO is one of the most variable roles on any executive team — which is exactly why it is so often misunderstood and mis-hired. Get it right and the business gains the execution muscle to scale; get it wrong and it adds cost and confusion. Here is what the role actually is, and when a business needs one.
What a COO does
At its core, a Chief Operating Officer makes the business run. That typically means owning operations, supply chain, and execution across functions — turning the CEO's strategy into delivery. But the remit is unusually elastic: in some businesses the COO is a broad second-in-command spanning most of the organisation; in others, a focused leader of operations and supply. What unites them is accountability for execution.
CEO vs COO
The clearest way to understand the role is by contrast with the CEO. The CEO sets direction, owns strategy and the external face of the business, and carries ultimate accountability. The COO makes it happen — turning strategy into execution across the organisation. The strongest pairings are genuinely complementary, with an explicit, agreed division of what each owns; ambiguity between the two is a common source of friction.
Why the role is so variable
Because a COO exists to cover what the CEO does not, the role is shaped by the CEO and the business. A visionary founder may want a COO who runs almost everything operational; a detail-oriented CEO may want a focused supply-and-operations leader. This is why COO searches must start not with a generic job description but with a clear definition of the specific gap the role is meant to fill.
When to hire one
Businesses typically bring in a COO when operational complexity outgrows the CEO's capacity to run both strategy and execution — multiplying products, channels, and sites — or when a founder wants to focus on vision, brand, and growth while a strong operator makes the business deliver. In beauty and multi-site consumer businesses especially, that operational leadership is often what unlocks the next stage of scale.
Hiring a COO?
We recruit Chief Operating Officers and senior operations leaders across beauty and consumer businesses — scoped to the specific gap.
Explore COO Executive Search →Frequently asked questions
What is the difference between a CEO and a COO?
The CEO sets direction and owns strategy and ultimate accountability; the COO makes the business run, turning strategy into execution across operations and functions. The best pairings are complementary.
When does a business need a COO?
Often when operational complexity outgrows the CEO's capacity to run both strategy and execution — or when a founder wants to focus on vision while a strong operator makes the business deliver.
Related: COO Executive Search · How to Hire a Beauty COO · What Does a CCO Do?
