I went into some unit recently; and they had the usual big wooden board with lots of photos of important people in the lobby.
There was the usual "OC This" and "OC That," plus "Station Commander RAF Wherever."
Then, looking up to Air rank level, instead of "CinC," or the suchlike, there was an AVM listed as the "Chief Executive" of some group.
We don't have a Commander in Chief, or an Air Officer Commanding... it's now a Chief Executive.
Is this so he can introduce himself better on a business card at some meeting in a leather-sofaed club somewhere?