As technology becomes central to nearly every consumer business, the Chief Technology Officer has become a key leadership role well beyond the tech sector. Here is what it involves.
What the role owns
A Chief Technology Officer owns the technology of the business — its technology strategy, systems, engineering, and infrastructure. Depending on the business, that ranges from the platforms and data that keep the company running to the technology embedded in its products and customer experience. In a digital-led consumer business, the CTO owns much of the machinery on which growth depends.
Technology as a business driver
In modern consumer and beauty businesses, technology is not a back-office function — it increasingly shapes the product, the customer experience, the data advantage, and the ability to scale. The strongest CTOs connect technology to the commercial goals of the business, making decisions that advance growth and experience rather than optimising technology for its own sake. Technical depth alone is not enough; commercial judgement is essential.
How it relates to digital and product
The CTO overlaps with the Chief Digital Officer and Chief Product Officer, and the boundaries vary by business. Broadly, the CTO owns the technology and engineering, the CDO owns the digital business and channels, and the CPO owns the product. In smaller businesses one leader may hold several of these; in larger ones they are distinct and must be defined against each other.
What it means for hiring
Define whether you need a hands-on technical leader, a strategic technology executive, or a builder of a technology organisation — they are different profiles. In consumer and beauty especially, look for a CTO who pairs genuine technical capability with the commercial and brand sensibility the category demands, and match them to the business's stage.
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Explore Digital & Technology Search →Frequently asked questions
What does a Chief Technology Officer do?
They own the business's technology — its strategy, systems, engineering, and infrastructure — and increasingly how technology drives the products, experience, and growth of the business, connecting technical decisions to commercial goals.
What is the difference between a CTO and a CDO?
Broadly, a CTO owns technology and engineering, while a Chief Digital Officer owns the digital business and channels. The boundaries vary by business and, in smaller companies, may be held by one leader.
Related: What Does a Chief Digital Officer Do? · How to Hire a Chief Digital Officer · DTC Beauty Leadership
