I was discussing marketing positions with a hiring manager when she said, “We don’t hire marketers.” Instead, she added, “We go sought for Business Development Managers.” Later, I met another representative from a recruiting agency, and he repeated the same thing. Curious, I asked about the role’s responsibilities—lead generation, partnerships, and brand outreach—the exact same functions a marketing specialist is expected to perform.
Personally, I see a very thin line between the two, but that is not the focus of my thoughts today. Instead, I want to talk about how we rename positions even when there are little to no changes in the core functions. Why?
In marketing and business, renaming or rebranding roles is as common as it is puzzling. We’ve all seen it: “Salespeople” become “Revenue Growth Architects,” “Marketing Executives” morph into “Growth Hackers,” and suddenly, departments are filled with “Business Development Managers” who, upon closer inspection, perform the same functions as traditional marketers. The rebrand wasn’t about function; it was about framing.
People have rejected common titles such as tailor, bricklayer, and washerman in favor of fancier ones like fashion designer, structural artisan, and laundry executive. They have their reasons, but I believe it boosts ego and confidence within the industry and among their peers.
Several factors—including social mobility, globalization, increased education, and changing attitudes toward labor and professionalism—could be responsible for this. While in the past, many jobs were described in blunt or utilitarian terms, recent trends show a shift toward titles that command more respect, suggest specialized skills, or reduce social stigma. I will summarize some of the reasons into four categories:
- Ego & Perception
Titles are often tweaked to align with the aspirations or egos of stakeholders. “Marketing” might feel outdated to a startup chasing “disruption,” while “Business Development” sounds strategic and growth-oriented—even if the day-to-day tasks mirror traditional marketing.
- Differentiation
In saturated markets, a fresh label can make a role or strategy feel innovative. It signals evolution.
- Trends & Buzzwords
Industries chase relevance. Terms like “growth hacking” or “customer success” resonate with modern narratives, attracting talent and attention.
- Organizational Politics
Sometimes, rebranding helps sidestep internal resistance. A legacy team hesitant to embrace “marketing” might eagerly adopt “demand generation.”
New job titles are like newborn babies. They are human, but they take up a name that shapes how they are perceived, nurtured, and introduced to the world. Just as a child's name can influence first impressions, expectations, and even future opportunities, job titles frame roles, define status, and determine how professionals are valued in the workplace.
Rebranding roles isn’t inherently good or bad—it’s a tool, and it depends on how you see or use it. For job seekers, it’s a reminder to look beyond titles and focus on the actual scope of the job. More often than not, the job description matches the role you are already performing, making you a perfect fit. For companies, it’s a nudge to ask: Are we renaming for clarity and impact, or just chasing trends?
Ultimately, the name matters less than the substance. What truly counts is not what we call a role but how it functions, evolves, and contributes to the larger system it belongs to.
What’s your take? Have you encountered roles masquerading under new names?
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