The Chief Commercial Officer owns how a business goes to market and makes money. Hiring one well means being clear about what "commercial" covers in your business. Here is how to approach it.
Define what 'commercial' means here
The CCO role is one of the least standardised in the C-suite. In some businesses it owns sales; in others sales and marketing; in others pricing, channel, and the whole go-to-market. Before hiring, define precisely what this CCO owns and how it sits alongside the CMO, sales leadership, and the CEO. Ambiguity here is the most common reason the appointment disappoints.
Hire an integrator, not just a seller
A strong CCO is more than a senior salesperson — they align the elements that drive revenue into one coherent commercial strategy, and lead across functions that may not report to them. The best combine commercial instinct with the leadership to bring marketing, sales, and channel into alignment behind a single plan. Assessing for that integrating ability matters as much as the commercial track record.
Match the profile to the model
A CCO for a business selling through retail and wholesale is a different hire from one leading a direct-to-consumer or B2B model. Define the commercial model and its challenges — new channels, new markets, margin pressure — and hire the leader whose experience fits.
How the search works
A retained search pins down the specific commercial mandate and finds leaders who can own and align the whole revenue engine.
Hiring a commercial leader?
We recruit Chief Commercial Officers and senior commercial leaders across beauty and consumer.
Explore Commercial Search →Frequently asked questions
What is the difference between a CCO and a CMO?
A CMO typically owns marketing and demand; a Chief Commercial Officer owns the broader commercial engine — often sales, pricing, and channel, and sometimes marketing too. Scope varies by business and must be defined before hiring.
What makes a strong Chief Commercial Officer?
Genuine commercial leadership plus the ability to integrate sales, marketing, and channel into one coherent go-to-market strategy — and to lead across functions that may not all report to them.
Related: What Does a Chief Commercial Officer Do? · What Does a Chief Revenue Officer Do? · How to Hire a VP of Sales
