More Than a Title: How CEO Visibility Builds Trust

I know the word CEO may raise some eyebrows these days, but bare with me, this is not that kind of article. Over the past few years (and especially in 2025), we’ve seen a major shift in how CEOs show up in the public eye. What do I mean by that? Think: increased presence on social media, sharing brand updates, thought leadership, or even personal takes. Add that to press interviews, podcast appearances, and sitting on panels, executives are expected to represent their industries with a strong point of view.

A CEO is a brand’s most valuable spokesperson. When leaders step into the spotlight, they’re not just promoting their business, they are building consumer trust, boosting brand visibility, and ensuring a clear, consistent voice in a crowded market. 

Take Brian Chesky of Airbnb, for example. He uses LinkedIn and X to share updates on new features, comment on travel trends, and even crowdsource feedback from users. Adam Mosseri of Instagram (Meta) is another great example,regularly using his own Instagram page to break down platform updates and give followers a behind-the-scenes look.

But enough from me — who better to weigh in on this than our own Cachet Co-CEOs, Jessica Frédérique and Giovanna Pagano . 

As a CEO, why do you think it's important to be present and visible particularly in today’s market? 

[Jess] Consumers are paying attention to what they are buying, where products are sourced, who is behind the service they are seeking and it’s important for brands to show up in order to build that trust. In this day and age, it’s difficult to separate the brand from the CEO, especially with smaller companies. 

Being present and visible is a form of transparency. Sharing knowledge and experiences with your peers and the next generation can position you as a thought leader in your industry while opening the door for more business opportunities.

How do you decide what to share, whether in an interview, panel or even on your social media and what should be kept internal? 

[G] Personally, deciding what to share always comes back to authenticity. I don’t believe in putting on a different “CEO persona. Who I am is who I am, regardless of the room I’m in. If anything, I think true leadership is about showing up as yourself while also being intentional about how you share it. I’ve made a lot of sacrifices to build this business, and part of that journey has taught me the kind of leader I want to be: one who listens with intent, stays open to different perspectives, but still holds firm to her values. At the end of the day, that’s what guides me on what belongs out in the world and what stays internal. If it resonates with me, I’ll put it out there. If it doesn’t, I won’t force it. People connect most with messages that feel natural and genuine and that’s what I strive for. 

When it comes to my career, I focus on speaking from my expertise and leave space for topics I don’t know as much about for others to lead. That way, I can be in the room to learn, instead of feeling pressured to speak on something I’m not equipped to. To me, that’s just as valuable as sharing what I do know.

In a time when leadership is increasingly about connection, visibility isn’t just an asset, it’s a business imperative. Today’s CEOs aren’t confined to boardrooms and offices anymore; they’re present on our timelines, stages and podcast mics to lead with transparency, relatability, and purpose. As Jessica and Giovanna remind us, being visible isn’t about performance, it's about presence. It’s about showing up with intention, sharing what matters, and knowing when to listen. Whether you’re running a global platform or a boutique agency, how you show up shapes how your brand is seen. And in 2025, that kind of leadership is essential. 

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Written by: Gabrielle Telemaque, Jessica F., Giovanna Pagano