Why it’s time to retire ‘Executive Assistant’ and embrace ‘Executive Business Officer’

By Rebecca Agyirba AFFUL 

In business, job titles are more than formalities, they shape how roles are perceived, valued, and even compensated. Yet one of the most critical leadership-support roles still carries a title that undersells its true contribution is the Executive Assistant (EA).

The Executive Assistant, once synonymous with secretarial duties, has transformed into something entirely different, yet the title remains stubbornly unchanged, creating a disconnect that undermines both perception and potential.

For many people, the title still evokes the image of the traditional secretary: handling calls, typing letters, and scheduling meetings. Years ago, when I was ushering at a conference during my undergraduate studies, I told a senior executive I aspired to become a bilingual secretary.

His shocked reaction spoke volumes. To him, a graduate should not aim for what he saw as a clerical role. What he didn’t see was the evolution that role had already begun. . This outdated title and perception fail to capture the strategic, analytical, and leadership capabilities that today’s administrative professionals bring to the table.

Technology is shifting the ground

Today’s workplace is defined by rapid digital transformation. Tasks that once filled an assistant’s day such as managing diaries, drafting correspondence, coordinating logistics can now be handled by AI tools, scheduling software, and workflow systems.

But while technology can take on repetitive processes, it cannot replace the human side of leadership support. It cannot sense when a CEO is under pressure and quietly adjust priorities. It cannot build credibility with stakeholders. It cannot exercise judgment to manage sensitive situations.

Modern Executive Assistants operate as strategic business partners, not administrative subordinates. They read between the lines to anticipate CEO needs, build trust with high-level stakeholders, and influence outcomes through exceptional judgment and foresight.

They manage complex projects, analyze business data, coordinate cross-functional teams, and serve as trusted advisors to C-suite executives. These professionals have become the strategic multipliers that amplify executive effectiveness. The scope of their responsibilities now encompasses business intelligence, stakeholder relationship management, and strategic project oversight.

The case for Executive Business Officer and Executive Business Partner

It’s time to retire the “Executive Assistant” title in favour of designations that accurately reflect the role’s strategic nature: Executive Business Officer (EBO) or Executive Business Partner (EBP). These titles communicate competence, strategic thinking, and business acumen, qualities that align with the actual responsibilities these professionals shoulder.

An executive business officer suggests someone who operates at the intersection of business strategy and operational excellence. An executive business partner implies collaboration, strategic input, and shared accountability for business outcomes. Both titles command respect in ways that “assistant” simply cannot in today’s business environment.

The title change isn’t merely cosmetic; it’s strategic. It attracts higher-calibre candidates, improves internal perception, enhances external credibility, and creates clearer career progression pathways. When recruiting top talent, would you rather offer a position as an “Executive Assistant” or an “Executive Business Partner”? The answer is obvious.

Why training matters

With the shift brought by artificial intelligence, the human side of the role becomes even more important. To maximise their impact, administrative professionals need continuous training in areas such as technology adoption, leadership support, emotional intelligence, and strategic thinking.

Forward-thinking companies must establish dedicated training budgets for their administrative professionals, focusing on areas such as business analytics and data interpretation, strategic project management, advanced communication and negotiation skills, industry-specific knowledge and trends, leadership and change management, and technology optimisation and AI collaboration.

The return on this investment is substantial. A well-trained Executive Business Partner can increase executive productivity by 30-50%, improve decision-making quality through better information synthesis, enhance stakeholder relationships and communication, and reduce operational bottlenecks through proactive problem-solving.

The strategic advantage of recognition

Companies that embrace this transformation gain a competitive advantage. They attract top-tier administrative talent, improve executive effectiveness and productivity, enhance organizational agility and responsiveness, and build stronger internal and external relationships.

More importantly, they position themselves as forward-thinking employers who recognize and develop talent across all levels. The organisations that cling to outdated perceptions will find themselves losing exceptional administrative talent to competitors who offer both better titles and growth opportunities. In a tight labour market, this represents a significant strategic risk.

A call to action — The Administrative Professionals Summit 2025

The transformation of administrative professionals requires industry-wide commitment to education and development. This is why we invite forward-thinking organisations to invest in their administrative teams by sponsoring attendance at the Administrative Professionals Summit 2025 happening from 9 – 10 October.

This premier event brings together the most innovative administrative professionals and business leaders to explore the future of strategic support roles. Attendees will gain insights into AI integration, advanced business strategy, executive partnership models, and cutting-edge professional development techniques.

Organisations that sponsor their administrative professionals’ attendance demonstrate their commitment to role evolution and strategic thinking. They return with enhanced skills, expanded networks, and fresh perspectives that drive immediate business impact. For more information about the summit, visit www.napgh.org.

The future is strategic

The death of the traditional executive assistant role isn’t a loss; it’s liberation. As AI handles the routine, these professionals are freed to become what they’ve always had the potential to be: strategic business partners who drive organisational success through intelligence, initiative, and insight.

The question isn’t whether AI will replace executive assistants. It already has. The real question is whether organisations will recognise the strategic value of executive assistants and rebrand, reward and invest in them. Those that do will gain a significant competitive advantage in an increasingly complex business environment.

>>>the writer is President of the Network of Administrative Professionals of Ghana: A support community for professionals with job titles such as executive assistants, personal assistants, administrative assistants and the like. She can be reached via [email protected]. LinkedIn: Rebecca.A.Afful

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